Factors that encourage the long term success of freshly brewed coffee shops in Bangkok.

Abstract

This research will explore the factors that encourage the long term success of small freshly brewed coffee shops in Bangkok to help the owners compete with the big brand coffee shops, and be able to create the effective marketing strategy. Quantitative research methodology was applied in this research by collecting data via an online questionnaire with the gender quota to avoid the bias on brand preference. The respondents are those who drink coffee more than 4 cups a week and live in Bangkok. The results revealed that both Brand preference and Customer satisfaction, especially Customer satisfaction, significantly influence the repurchase intention. The main factors are the high popularity of the coffee shop in social media that can induce people to check-in and the location that should be near the living area, while working area and department store locations are not important. Further, the good service and friendliness of the owner/waiter are important factors to the repurchase intention, and finally the unique taste of coffee is the main reason that can create differentiation among coffee shops.

KEYWORDS: Freshly brewed coffee shop / Long-term success / Bangkok / Brand preference / Customer satisfaction