Understanding Customer Loyalty Towards Juice Bars in Thailand ( Fresh Juice and Smoothie Consumers)

Abstract

This study examines the factors influencing customer satisfaction and customer loyalty toward fresh juice and smoothie bars in Bangkok, Thailand. Given the rapid growth of the health beverage market, understanding consumer behavior in thiscontext remains important. A quantitative approach was employed using a self-administered onlinequestionnaire. A total of 491 valid responses were collected and analyzed using descriptive statistics, one-way ANOVA, and multiple regression analysis. The findings show that hedonic value is the strongest determinant of customer satisfaction, followed by service quality dimensions, particularly responsiveness, reliability, and empathy, as well as utilitarian value and brand image. In contrast, social value shows a negative relationship with satisfaction. Customer satisfaction is found to strongly influence customer loyalty. While satisfaction levels are generally consistent across demographic groups, differences are observed in certain loyalty behaviors. The results suggest that emotional experience, consistent service delivery, and clear brand positioning play an important role in enhancing customer satisfaction and long-term loyalty.