The key success factors of specialty coffee shops in Bangkok

Abstract

This thematic paper explores the key success factors contributing to the popularity and profitability of specialty coffee shops in Bangkok. Employing a mixed-methods approach, 14 semi-structured interviews with frequent specialty coffee consumers were conducted, complemented by direct observation of several coffee shops. The findings reveal that consumer preferences strongly emphasize high-quality coffee and skilled baristas, a welcoming atmosphere tailored to diverse needs (both quiet and social spaces), and excellent personalized service. Furthermore, a strong online presence and positive word-of-mouth marketing are crucial for attracting new customers. The study highlights the importance of a holistic approach, integrating superior coffee, appealing ambiance, and exceptional service to create a memorable customer experience. However, limitations include a relatively small sample size and the qualitative nature of the data. Future research should employ larger-scale quantitative meth