| Title of Article |
UNDERSTANDING SERVICE QUALITY AND PRICE
FAIRNESS TO CUSTOMER LOYALTY IN THE
COFFEE SHOP INDUSTRY IN THAILAND |
| Date of Acceptance |
30 March 2022 |
| Journal |
| Title of Journal |
International Journal of Social Science Research (IJSSR) |
| Standard |
OTHER () |
| Institute of Journal |
Academia Industry Networks (ACINET), Malaysia |
| ISBN/ISSN |
|
| Volume |
4 |
| Issue |
Vol 4 No 1, March 2022 Issue |
| Month |
March |
| Year of Publication |
2022 |
| Page |
505-518 |
| Abstract |
The purpose of this study is to identify the
influence of the service quality and price fairness
influence customer satisfaction and loyalty in a
coffee shop in Thailand. The Sample size used for
this study was 400 quota sampling from customers
who have experienced drinking coffee in Thailand.
The researcher was utilized Partial Least Squares
Structural Equation Modeling (PLS-SEM) program
to analyze the data. The results show that service
quality dimensions (tangible, reliability and
assurance) have a positive influence on customer
satisfaction and customer loyalty and customer
satisfaction has a positive influence to price fairness
and customer loyalty. Moreover, customer
satisfaction plays a significant role as the mediator
between service quality and customer loyalty.
Furthermore, price fairness mediates between
customer satisfaction and customer loyalty in the
coffee shop in Thailand. |
| Keyword |
Service Quality, Price Fairness, Customer Satisfaction and Customer Loyalty. |
| Author |
|
| Reviewing Status |
มีผู้ประเมินอิสระ |
| Status |
ตีพิมพ์แล้ว |
| Level of Publication |
นานาชาติ |
| citation |
true |
| Part of thesis |
true |
| Attach file |
|
| Citation |
0
|
|
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Publication
Journal Publication
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