ASSUMPTION UNIVERSITY OF THAILAND Graduate School of eLearning THE INFLUENCE OF PERCEIVED PRICE AND PHYSICAL ENVIRONMENT ON CUSTOMER SATISFACTION: A STUDY COFFEE OF DOI CHAANG CAFFÉ MO
INTRODUCTION
Background of the Study
Coffee is booming in Bangkok, where coffee shops have become the city's latest trend, and marketing scholars highlight the key elements that drive success—price, store layout and design, product assortment, promotions, people, and customer service Following the integrated view of Kotler and Keller, marketing decisions should address the target market and the combination of product, service, store atmosphere, price, place, promotion, and personnel The term marketing mix was coined by the American Marketing Association in 1953 and is commonly known as the Four P's: product, price, place, and promotion McCarthy (1960) first proposed this framework, which treats price and place as fundamental components of the marketing mix—the controllable variables a firm blends to generate the desired response from the target market.
Marketing comprises many elements, including products, pricing, place, people, services, events, promotions, ideas, and communications This study focuses on two marketing dimensions—perceived price and the physical environment—and investigates how they influence consumer perception, attitude, and decision making By examining the interaction between price signals and ambient cues, the research reveals how store design, atmospherics, and pricing affect expectations, trust, and willingness to engage The insights can help marketers optimize pricing strategies, environmental design, and integrated messaging to enhance brand appeal, improve shopper experience, and drive conversions across channels.
7 achieve highest customer satisfaction and with the purpose of bringing traffic into the café as well as increasing market share and profitability in the long run
Bangkok-Chonburi outbound area is highly competitive for coffee shops and the broader café market For marketers, understanding customer satisfaction is essential, as it drives repeat visits, loyalty, and positive word-of-mouth To stay ahead in this crowded landscape, cafes should collect and analyze customer feedback, identify what customers value, and implement strategies that improve service quality, product variety, and the overall dining experience By aligning offerings with customer needs and continually optimizing operations, coffee shops in this region can maintain a competitive edge and achieve sustainable growth.
Background of Doi Chaang Caffé
Doi Chaang Coffee is the flagship of the Royal Projects initiated by His Majesty King Bhumibol Adulyadej after his 1967 visit to Hmong villages The King urged hill tribes to abandon opium poppy cultivation, launching a program that began in Doi Chaang, the Akha village in Chiang Rai Province in northern Thailand Arabica coffee is now grown and processed by Akha farmers in the Golden Triangle region, where favorable climate, soil, and geography combine to produce world-class coffee.
In Thailand, there are total 22 franchisees of Doi Chaang Caffés including
7 branches located in Bangkok and nearby
1 Doi Chaang Caffé Motorway (outbound)
2.Doi Chaang Caffé (Kwan Riam Floating Market)
3.Doi Chaang Caffé (Bank for Agriculture and Agricultural Cooperatives, Bang Khen)
4.Doi Chaang Caffé(Sai Noi)
5.Doi Chaang Caffé(Thai Airways Head Office)
6.Doi Chaang Caffé(Don Muang Airport)
About 300 Doi Chaang coffee shops across Thailand purchase the beans and license the Doi Chaang brand logo Many of these outlets have not yet become franchisees under Doi Chaang Master, the franchiser Doi Chaang's finest coffee bean is a single-estate 100% Arabica grown and produced by the Akha hill tribe in the Golden Triangle mountains of Chiang Rai Province These beans are sold domestically in Thailand, exported to Japan, Australia, and Canada, and are now available at Harrods in London.
Statement of the Problem
Survival in highly competitive environments like the motorway outbound area depends on understanding customer satisfaction To gain a sustainable competitive advantage, offering good products and services alone isn’t enough to attract and retain customers; businesses must deliver superior experiences and value that align with evolving needs In the crowded coffee shop and café market around transit hubs, success comes from differentiating through consistent quality, fast service, inviting ambiance, and personalized interactions that encourage repeat visits.
Effective motorway outbound area marketing centers on pricing, the physical environment, and lasting customer satisfaction to attract traffic into the café and boost sales Kotler (2009) identifies price as a major determinant of buyer choice, with consumers interpreting pricing through their purchasing experience and point of purchase Yet non-price factors—especially the point of purchase experience, where products and services are delivered, and the overall ambiance—are increasingly decisive for customer satisfaction, driving more visitors, expanding market share, and improving profitability To capitalize on this, implement pricing strategies that balance value with margin, design a welcoming physical environment that enhances comfort and accessibility, and deliver consistent, high‑quality service to foster long‑term loyalty By integrating pricing, environmental design, and superior customer satisfaction, motorway cafés can raise traffic, grow market share, and achieve sustainable profitability.
To survive in a highly competitive café market, understanding what creates customer satisfaction is key Cafés that deliver genuine satisfaction spark positive word-of-mouth, which leads to repeat sales and increases in return profit over time Marketers should focus on meeting consumer needs consistently to foster loyalty, since satisfied customers become repeat buyers in this zone and drive sustained profitability.
Perceived price is the price encoded by the consumer (Zeithaml, 1988) Prices are set to satisfy demand or reflect the customer’s willingness to pay for a product or service Price is one of the four elements in the marketing mix—Product, Price, Place, and Promotion—that determine market share and profitability Among the marketing mix elements, price is often the easiest to adjust and can be changed faster than product features, distribution channels, or promotional activities (Kotler, 2009).
Atmosphere is a key factor in attracting and satisfying customers in cafés and restaurants Research shows that background environment elements—decor, ambient conditions, lighting, furniture, music, and scent—shape how long guests stay Positive reactions to the venue’s atmosphere boost the desire to linger and to build an ongoing affiliation with the place For marketers, atmosphere is a powerful marketing tool that can drive increased spending by enhancing the overall customer experience.
Research Objective
There are two specific objectives of this study:
1 To determine whether the perceived price has an influence on customer satisfaction of coffee at Doi Chaang Caffé Motorway (outbound) in Thailand
2 To determine whether the physical environment has an influence on customer satisfaction of coffee at Doi Chaang Caffé Motorway (outbound) in Thailand
Research Question
The following research question was formulated to explain the statement of the problem of this research,
1 Does perceived price has significant influence on customer satisfaction of coffee at Doi Change Caffé Motorway (outbound) in Thailand?
2 Does physical environment has significant influence on customer satisfaction of coffee at Doi Change Caffé Motorway (outbound) in Thailand?
Significance of the Research
The Thai coffee market is expanding, with more frequent coffee drinkers and higher overall consumption, and by 2015 the growth was largely driven by the development of a distinctive coffee culture Bangkok’s newer generation increasingly prefers coffee in warm, comfortable environments, signaling a rise of sophisticated coffee culture across Thailand Over the past two decades, modern coffee drinking took hold with the Black Canyon chain and was further propelled by Starbucks’ entry in 1998, shaping a vibrant café scene This evolution raises questions about whether consumers are motivated by the experience of sitting in a café or by obtaining coffee at reasonable prices.
Customer satisfaction is strongly influenced by perceived price and the physical environment Drawing on Han and Ryu (2009), this study illuminates how price perception and environmental cues shape customers’ satisfaction across the purchase journey The findings equip decision-makers with actionable insights to develop marketing plans and strategies that maximize customer satisfaction, build loyalty, and ultimately increase profit.
Scope of the Research
This study targets all customers who drink coffee at Doi Chaang Caffé Motorway Bangkok-Chonburi (outbound) branch and aims to assess customer satisfaction among those who sit and drink coffee, while examining how perceived price and the physical environment influence satisfaction with Doi Chaang Caffé Because the exact number of customers cannot be identified, an unknown population formula was applied, requiring at least 385 complete and valid questionnaires to achieve a representative analysis (Berenson, 1999) Data collection for the survey occurred from December 24, 2016, to February 15, 2017.
Limitation of the Research
This research studied the customers of Doi Chaang Caffé Motorway Bangkok-Chonburi (outbound) branch only; therefore, the results of this research may not be applicable to customer satisfaction of other Doi Chaang branches or other coffee shops in general
Since the respondents may be confused about the distinction between Doi Chaang Caffé Motorway (outbound) branch, which is a franchisee, and other Doi Change Coffee Shops that are not franchisees but merely rent a logo and use coffee from Doi Chaang in their own recipes Extreme care should be taken while collecting data from respondents for this type of study because of the chance of overlapping between these two types of customers Therefore, self-administrative questionnaires were conducted exclusively at Doi Chaang Caffé Motorway (outbound) branch
This study focused solely on two variables—perceived price and the physical environment—and did not assess other marketing-mix elements such as product, people, services, events, promotions, ideas, and communication, which may also influence customer satisfaction This limitation suggests for future research to explore how broader marketing-mix factors affect customer satisfaction and to determine their relative impact compared with perceived price and the physical environment.
Definitions of Terms
Perceived Price is what consumers consider to be the current actual price, not the marketer’s stated price (Kotler, 2009)
Physical Environment is interior design, décor, music, cleanliness, and employees’ neatness and appearance (Kisang Ryu, Hye-Rin Lee, Woo Gon Kim,
Customer Satisfaction is the excellent overall consumption experience at a particular place, (Kisang Ryu, Hye-Rin Lee, Woo Gon Kim, (2012)
Doi Chaang Coffee is a specialty coffee, single origin, and high quality Arabica Coffee
Doi Chaang Caffé is the official name of the franchise outlets or franchisees
Doi Chaang Franchise is a B2B, or business-to-business, networking to support DOI CHAANG Caffè or franchisees for both operation and management levels
Organization of Research Chapters
Chapter 1 Introduction: This chapter provides a broad overview of the research This chapter consists of a background of the study, statement of the research problem, research objective with research question, significance of the research, scope of the research, limitation of the research, definition of key terms, and organization of the research study
Chapter 2 Literature review: This chapter provides an overview of the coffee shop business in Thailand and Southeast Asia; a review of the literatures relevant to each variable of the conceptual model (perceived price, physical environment and customer satisfaction); and related theoretical frameworks, research, and hypotheses
Chapter 3 Research methodology: This chapter includes the methodology adopted in the study It includes the research design, population, sample size, research instrument and data collection, and statistical techniques used to test the hypotheses
Chapter 4 Data analysis and Result: This chapter describes the data analysis and the interpretation of the results
Chapter 5 Conclusion and Recommendations: This chapter includes the summary of the findings and provides recommendations for future research, based on the results of the study.
LITERATURE REVIEW
Overview of Coffee Shops Industry
Driven by shifting consumer behavior, the number of frequent coffee drinkers and overall coffee consumption in Thailand has risen, according to Euromonitor’s Coffee in Thailand (Feb 2016) Thai consumers are finding more ways to enjoy coffee beyond using it as a morning stimulant or a daytime pick-me-up Bangkok Post outlines three waves of café culture in Asia: the first wave introduced mass-produced brews, the second wave popularized espresso beverages through chains like Starbucks, and the third wave treats coffee as a craft that emphasizes bean origin and quality; Thailand is moving into this third wave, with flavor at the fore and exposure to baristas and bean growers.
Thailand is gradually embracing a sophisticated coffee culture, moving away from the traditional and instant varieties that dominated in the past A turning point toward a more modern coffee-drinking style occurred two decades ago with the emergence of the Black Canyon chain, which was soon followed by Starbucks’ arrival in 1998, signaling the shift toward global coffee trends.
Young generations are often drawn to the warm, comfortable ambiance of foreign cafés, raising questions about what motivates their coffee consumption The Bangkok Post article asks whether this appeal comes from the taste of coffee or from the café experience itself It suggests that the answer matters for understanding modern coffee culture among younger consumers According to the piece, determining the real driver will require future research to separate flavor preference from ambiance preference This insight could inform how cafés market coffee and design spaces to attract a younger audience.
Coffee shop chains have reshaped consumer behavior by making coffee the morning beverage of choice, driving a steady rise in coffee consumption across Thailand Today, Thai consumers increasingly regard coffee as their favorite daytime drink and rely on it to boost alertness and keep them awake late into the night.
Thai consumers have increasingly embraced a Westernized lifestyle, a shift reflected in the nationwide expansion of coffee stalls and coffee shop chains In 2007 alone, four international players—McCafé, Segafredo, Gloria Jean’s, and Café Ritazza—entered the Thai market to capitalize on rising coffee consumption Since then, a variety of coffee formats has emerged, including boutique cafes along Sukhumvit Road, local chains such as True Coffee and Cafe Amazon, and numerous street-side kiosks.
A recent report on Southeast Asia's coffee shops reveals accelerating Asian cafe growth China leads the Southeast Asia coffee shop market with an estimated 5,391 outlets, while Thailand ranks as the second-largest market by outlet count.
Thailand’s branded coffee market comprises 18 store chains totaling 2,775 outlets, and the overall Thai market expanded by 7% in 2015, adding 168 outlets Taiwan ranks as the third-largest market with 1,730 branded chain outlets and 5% growth since 2014 Stir-tea-Coffee.com reports that intense competition has made conditions challenging in Thailand, where brands must vie with established players such as Café Amazon and Starbucks (http://stir-tea-coffee.com/features/asian-caf%C3%A9-growth-accelerates/)
To succeed, cafés should differentiate themselves and move toward the third wave of coffee culture by delivering an innovative experience through thoughtful décor, comfortable seating, and reliable Wi‑Fi They should offer distinctive food offerings, a diverse range of beverages, and fair, competitive pricing to attract and retain customers.
Theoretical Foundation
Perceived price is what the customer sacrifices to obtain a product or service, distinguishing it from the objective price, which is the actual price tag Zeithaml (1988) explains price as both an objective price and a perceived price: the objective price is the tangible amount, while the perceived price is the price encoded by the customer through thinking and evaluation, not merely emotional feeling This cognitive assessment shapes how consumers interpret value, quality, and affordability, influencing willingness to pay and purchase decisions Understanding the gap between objective and perceived price is crucial for pricing strategy and marketing communications in pricing psychology.
Price plays a key role in customer satisfaction and can attract or repel buyers (Fornell, 1996; Jani & Han, 2011) It is what a customer sacrifices to obtain a product or service, and it is viewed through two forms: objective price—the actual price tag—and perceived price—the amount the consumer encodes in their mind (Zeithaml, 1984; Zeithaml, 1988) The actual price is the listed price, but customers typically encode the objective price into a perceived price and remember the encoded price rather than the exact price (Zeithaml, 1984) According to Zeithaml's price model, perceived price is more encompassing than objective price and has a stronger influence on consumer evaluation (Zeithaml, 1988).
Consumer psychology and pricing published in Marketing Management
Kotler’s Asian Perspective (5th ed., 2009, p 425) notes that marketers understand consumers actively evaluate price information, compare prices based on prior purchasing experiences, and are influenced by both formal and informal communications—from advertising and brochures to word‑of‑mouth among friends, colleagues, or family members—as well as cues at the point of purchase.
Price is an important antecedent of customers’ satisfaction as consumers depend on price because it is extrinsic signal of quality (Kaura, 2012) Han, Ryu
A 2009 study by R Di and U Ramanathan found that perceived price significantly influences customer satisfaction in Korea's restaurant industry; when customers view prices as reasonable, their satisfaction with the product increases.
A 2016 restaurant study found that price, ambience, product quality, and service are key predictors of customer satisfaction The perceived price also shapes post-purchase behavior, as customers evaluate the value they receive from products and services; when pricing is perceived as fair, customer satisfaction tends to rise (Rye & Han, 2010).
Customers consciously and unconsciously sense the physical environment, and buyers respond to the total product—goods and services—with the place of purchase or consumption as a key feature In the restaurant industry, the experience hinges on more than taste: the physical environment—interior design, color, background music, and layout—together with food quality and employee service shapes customer satisfaction Namkung and Jang highlight these physical-environment attributes as critical drivers of high satisfaction, underscoring how ambiance and service influence the overall product experience.
Bitner (1992) identified ambient conditions as a key dimension of the physical environment that supports marketing goals, including background elements like music, furnishings, décor style, lighting, and temperature These environmental factors influence customer behavior and contribute to the store’s or brand’s image By shaping atmosphere, the physical environment can drive engagement, perceptions, and purchase decisions.
21 particularly apparent for service businesses such as hotels and restaurants, as cited by Bitner (1992)
Customer and employee behavior is strongly influenced by the physical surroundings and environmental dimensions of a space, a principle grounded in environmental psychology Consequently, customer satisfaction has become a central objective in marketing strategies, guiding how businesses design experiences Elements of the store atmosphere—decor, background music, and cleanliness—play a significant role in shaping overall customer satisfaction and the quality of the customer experience.
In today’s restaurant industry, design and concept take center stage, with food often seen as less decisive; the surrounding environment—design, decoration, background music, and the cleanliness and grooming of service personnel—helps create and sustain a distinctive atmosphere that can largely shape customers’ overall satisfaction Research by Han and Rye (2009) shows that among physical-environment factors such as décor, ambient conditions, and spatial layout, décor is the strongest predictor of price perception, and when customers perceive high quality through interior design and décor and pleasant music, their satisfaction levels tend to rise.
Physical environment has garnered much attention among scholars and marketers as it is one of the key factors that attracts attention whilst also creating
22 imagery and satisfaction, which consequently increases the traffic of the shops and leads to increases in income and market share (Kotler, 1973-1974; Ryu, Han 2010; Bitner 1992)
Customer satisfaction often signals loyalty and the likelihood of repeat purchases, a connection highlighted by Soriano (2002) and Han and Rye (2011) Consumer satisfaction (CS) is a central concept in modern marketing thought and practice, as Yi (1993) demonstrates.
Customer satisfaction is the overall judgment formed from the perceived gap between prior expectations and actual consumption It is based on the total experience and represents a single-experience, holistic evaluation of the entire product, not a cumulative measure Achieving customer satisfaction encourages repeat purchases and turns customers into a valuable, cost-free communications channel for the business through positive word-of-mouth and referrals.
2004) Customer satisfaction or dissatisfaction affects the buying decision of customers towards the same company in the future (Engel, Blackwel and Kollat,
1968) Di and R & U Ramanathan’s study (2015) on the restaurant industry found that the most significant factors that influence customer satisfaction, in order of
23 rank, are products (e.g food quality), price (e.g worthy price), ambience (e.g cleanliness), and service
To understand customer satisfaction, marketers must understand the consumer buying decision process The classic Engel, Blackwell, and Kollat (1968) model studies consumer behavior and proposes a five-stage framework for evaluating how buyers decide, though the stages do not have to be followed in a strict linear order The five stages are problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior.
1 Problem/ Need recognition: Needs theory in psychology proposed by Abraham Maslow in 1943, the need is triggered by internal stimuli (e.g hunger, thirst) or external stimuli External stimuli can be aroused and tempted by using advertisement, attractiveness of product and service, price, point of purchase, and promotion
2 Information search: Consumers getting information and considering availability of products or services, or other related buying decision such as prices and marketing activities This decision will fit their needs and provide the greatest level of satisfaction, feeling, or the best solution
3 Evaluation of alternatives: Consumers compare and evaluate available alternatives based upon the attributes of the different of product or service: price assigned on products, point of purchase, or physical environment
4 Purchase decision: After an evaluation of the alternatives, consumers then make a purchase decision of whether to buy or not Purchasing decision is
Previous Related Research
Numerous studies have examined customer satisfaction, yet many variables influence how satisfied customers are In particular, researchers have emphasized the impact of perceived price and the physical environment on customer satisfaction, showing that price perception and ambient conditions jointly shape satisfaction levels, expectations, and repurchase intent These findings underscore the importance of pricing strategy and the service or store environment in boosting customer satisfaction and guide managers in optimizing perceived value and the physical setting to enhance overall customer experiences.
Dev Jani Heesup Han (2011) explored the factors shaping customer behavioral intentions in a full-service restaurant by proposing a model that links service encounters, perceived performance, and perceived price with affect and customer satisfaction; this satisfaction, in turn, feeds into relationship quality—comprising trust and commitment—which mediates the impact on behavioral intentions.
A total of 500 survey questionnaires were delivered (at the restaurant) to respondents after they had finished their meals and 305 complete questionnaires were returned
The findings show no significant influence of perceived price on customer satisfaction To foster a favorable perceived price, restaurateurs can deploy comparative marketing strategies that position the restaurant’s prices as reasonable relative to competitors When management quality, service-encounter performance, perceived price, and affect (consumers’ emotions, moods, and attitudes) align, they are likely to drive higher levels of customer satisfaction.
Han and Ryu (2009) examined how three elements of the physical environment—decor and artifacts, spatial layout, and ambient conditions—relate to price perception, customer satisfaction, and customer loyalty in the restaurant industry, illustrating how environmental design shapes consumer perception and loyalty outcomes.
A field survey approach was used in the study A total of 475 questionnaires were distributed using the convenience sampling approach
279 respondents’ data were put for data analysis.
These results have important implications for restaurant marketers and managers: price perception simultaneously influences customer satisfaction and customer loyalty, so restaurateurs should ensure perceived prices are fair and reasonable from the customer's viewpoint Price perception also mediates the relationship between customer satisfaction and the three components of the physical environment, while physical elements related to ambience act as powerful marketing and operational tools to trigger positive cognitive responses and enhance the overall dining experience at their restaurants.
Kisang Ryu, Hye-Rin Lee, and Woo Gon Kim (2012) proposed an integrated model to examine how the three elements of food-service quality—physical environment, food, and service—affect restaurant image, customer perceived value, customer satisfaction, and behavioral intentions, showing how these quality dimensions collectively shape consumers’ future dining choices.
Eight graduate students conducted a focus group interview with participants who had patronized authentic Chinese restaurants over the past six months A total of 310 samples were collected, and 300 completed questionnaires were used for the final data analysis.
Atmosphere is a salient component of the dining experience, shaping guests' perception and enjoyment Restaurants can amplify this by crafting distinctive ambient cues—using exotic-style décor such as Chinese brush paintings and authentic traditional Chinese music—to signal uniqueness to target markets and create a memorable, culturally rich dining environment.
Young Namkung SooCheong (Shawn) Jang (2008) aimed to identify key quality attributes that significantly distinguish highly satisfied diners from non-highly satisfied diners
A pilot study was first conducted with 40 participants, self- administered questionnaires were distributed randomly to selected customers 287 completed questionnaires were returned out of 347 distributed questionnaires
The study found that attractive interior design, well-planned seating arrangements, and pleasant background music significantly boost diners' satisfaction The physical environment, or atmospheric elements, includes layout, interior design, background music, and color, all of which shape the dining experience Among these atmospheric qualities, interior design was identified as the most influential attribute in producing a highly satisfying dining experience.
Kisang Ryu and Heesup Han (2010) examined the moderating role of perceived price on the relationships between food quality, service quality, and the physical environment and customer satisfaction and behavioral intention in the restaurant industry, with a focus on the quick-casual segment.
One focus group was conducted, with participant prerequisite being that they must have been a customer of the restaurant within the past
3 months A pilot test was conducted with actual customers and the convenience sampling approach was used to distribute 360 questionnaires
A total of 341 completed questionnaires were coded for data analysis of the quality of food, service, physical environment, price, and customer satisfaction
Findings indicate that customer satisfaction significantly predicts behavioral intention in the quick-casual dining sector Perceived price fairness acts as a moderator that strengthens the effect of overall quality— including food quality, service quality, and the physical environment— on satisfaction Among quick-casual diners, food quality is the most important attribute, followed by the quality of the physical environment and then the quality of service.
Kisang Ryu , Heesup Han’s (2010) carried out a study on the influence of physical environment on disconfirmation, customer satisfaction, and customer loyalty for first-time and repeat customers in upscale restaurants
The convenience sampling approach was used for this research; Data were collected from 310 customers at upscale restaurants in which average guest checks were more than $25
Findings show that the restaurant’s physical environment strongly shapes customers' intent to return and to recommend the venue to friends The ambiance acts as a key determinant of consumer psychology—affecting satisfaction and perceived disconfirmation—and of behavior, including patronage and word-of-mouth In addition to food and service, a pleasant physical setting—featuring innovative interior design and décor, pleasing music, subdued lighting, a distinct color scheme, ambient odor, spacious layout, attractive table settings, and well-trained service staff—largely determines overall customer satisfaction and loyalty.
Zhang Ziqiong, Zhang Zili, and Law Rob (2013) examined whether a restaurant with the same attribute performance in two different cities would register identical levels of customer satisfaction If not, the researchers would proceed to examine which regional factors contribute to the variation and how they influence customer satisfaction.
This study examines customer satisfaction in restaurants across 52 regions in China, employing hierarchical linear models that nest customer observations within regions The design integrates a five-star rating of customer satisfaction with restaurant attribute quality data drawn from Dianping.com, China's largest restaurant guide website, to analyze how satisfaction varies across regional contexts.
The researcher found that when a better restaurant environment is provided, the satisfaction of customers in regions with a low consumption level (or low population density) increases more rapidly than those in regions with a high consumption level (or high population density)
The main objective of Marta Pedraja Iglesias M Jesus Yagüe Guillén’s
Conceptual Framework
In this research, the link between perceived price and customer satisfaction is based on the study by Dev Jani Heesup Han (2011), Marta Pedraja Iglesias M Jesus Yagüe Guillén (2004), Kisang Ryu, Heesup Han (2009,2010)
Further, the link between physical environment and customer satisfaction is based on the studies undertaken by Kisang Ryu Hye-Rin Lee
Woo Gon Kim (2012), Young Namkung SooCheong (Shawn) Jang (2008), Kisang Ryu, Heesup Han (2009, 2010, and 2011), Zhang Ziqiong Zhang Zili Law Rob (2013), and Ivyanno U Canny (2013)
According to these researches, this conceptual framework has been developed
Research Hypothesis
The research hypotheses are developed from the conceptual framework and intend to test the hypotheses as follow:
H01 Perceived price does not influence customer satisfaction towards coffee at
Doi Chaang Caffé Motorway (outbound) in Thailand
Ha1 Perceived price influences customer satisfaction towards coffee at Doi
Chaang Caffé Motorway (outbound) in Thailand
H02 Physical environment does not influence customer satisfaction towards coffee at Doi Chaang Caffé Motorway (outbound) in Thailand
Ha2 Physical environment influences customer satisfaction towards coffee at Doi Chaang Caffé Motorway (outbound) in Thailand
Operationalization of Variables
Operationalization Table explains the operational definition of independent and dependent variables, questionnaire items, data type, and measurement scale Independent variables involve Perceived Price and Physical
Environment and the dependent variable is Customer Satisfaction
Table 2.6: Operational Definition of Variables
Perceived price is what consumers consider to be the current actual price, not the marketer’s stated price
1 The coffee prices at this café are reasonable
2 The price charged by this café is appropriate
3 Compared to any other coffee shops nearby, the price charged by this café is appropriate
Heeup Han, Kisang Ryu (2009) Item 2
Interior design and décor, music, cleanliness and employees neat and well dressed
Kisang Ryu, Hye-Rin Lee, Woo Gon Kim,
1 The café has attractive interior design and décor
2 The background music is pleasing
3 The café area is very clean
4 Employees are neat and well dressed
Kisang Ryu, Hye- Rin Lee, Woo Gon Kim,
An excellent overall consumption experience at that place
Kisang Ryu, Hye-Rin Lee, Woo Gon Kim,
1 Overall, this café puts me in a good mood
2 I have really enjoyed sitting and drinking coffee at this café
3 I’m satisfied with my overall experience at this café
Kisang Ryu, Hye- Rin Lee, Woo Gon Kim,
RESEARCH METHODOLOGY
Research Design
Research design is the master plan formed by a set of deliberate decisions that specify the methods and procedures for collecting and analyzing the information needed to address a research problem Once researchers understand the problem, they use that knowledge to prepare the research design, a master plan that leads to clearly stated research objectives.
This study evaluates customer satisfaction at the Doi Chaang Café Motorway (Outbound) branch, using a quantitative survey to examine how perceived price and the physical environment influence satisfaction and to quantify these effects by generating numerical data that can be transformed into usable statistics (Susan E Wyse, 2011).
The self-administered questionnaires that the respondents take the responsibility of reading and answering (Zikmund, Babin, Carr, Griffin, 2013 pp.217) were developed and used in this study.
Population and Sample
Target population for this study comprises the customers of the Doi Chaang Caffé Motorway outbound branch Burns and Bush (2014, p 238) define population as the entire group under study as specified by the research objectives, and they describe the target population as the complete set of individuals or units researchers seek to generalize their conclusions to Framed this way, focusing on the outbound Motorway branch’s customers establishes the scope for sampling, analysis, and inference, consistent with standard definitions of population and target population as outlined by sources such as Explorable (https://explorable.com/research-population).
Sample Size Formula and Estimation:
Because the number of customers at the Doi Chaang Caffé Motorway outbound branch cannot be identified, the required sample size is determined using the unknown-population formula developed by Berenson and Levine (1999) A 95% confidence level and a maximum tolerable sampling error of 5% are specified For problems involving proportions, the standard formula n = Z^2 p (1−p) / E^2 is used; when the population proportion p is unknown, p is typically set to 0.5 to obtain the largest necessary sample size With Z = 1.96 and E = 0.05, the initial nominal sample size is approximately 385, prior to any finite population correction if the total population is smaller than this value.
Where: n = Sample size z = z score based on desired level of confidence, which is 95%, so z = 1.96 p = the true proportion of success, then p=0.5 q = 1-p or estimated proportion of failures
E = an acceptable sample error at 5% n = (1.96) 2 (0.5) (1-0.5)
Establishing a sufficient sample size for statistical analysis in this study requires at least 385 respondents, with the sample representing the broader population as a subset (Burns and Bush, 2014, p 239) The study’s sample consists of customers who sit and drink coffee at the Doi Chaang Caffé Motorway outbound branch, invited to evaluate measurement items based on their experience A total of 480 questionnaires were distributed at Doi Chaang Caffé, administered through a self-administered questionnaire using the standard n = Z^2 p q formula.
Data for this study were collected online via Doi Chaang Caffe’ #367 on Facebook and its Line ID After removing incomplete responses, 395 valid questionnaires remained for data analysis Table 3.1 presents the z-values for 90%, 95%, and 99% confidence levels, which will be used to establish confidence intervals and support statistical inference in the analysis.
Level of Confidence Standard Error (z)
Source: Marketing Research International Edition 17th Edition, pp.274
To recruit participants, this study uses non-probability sampling techniques: convenience sampling and snowball sampling The convenience approach targets readily available and willing individuals, enabling a large number of completed questionnaires to be collected quickly and economically (Burns and Bush, 2014, p 254) In total, 480 self-administered questionnaires were distributed at the Doi Chaang Café, Motorway outbound branch Snowball sampling, also known as chain-referral or referral sampling, relies on current study subjects to recruit future participants from their acquaintances, thereby expanding the sample through existing social networks.
40 technique was also used by postingthe link for the self-administered questionnaire on Doi Chaang Caffe’#367 Facebook and sent via line ID
Questionnaire link: https://goo.gl/forms/mss63TGVnC9songy2
A total of 314 questionnaires were collected through direct contact at the café, and 81 questionnaires were gathered via referrals through Line ID and an online link on Doi Chaang Caffe’#367 Facebook, bringing the overall total to 395 questionnaires. -**Support Pollinations.AI:** -🌸 **Ad** 🌸Powered by Pollinations.AI free text APIs [Support our mission](https://pollinations.ai/redirect/kofi) to keep AI accessible for everyone.
Research and Measuring Instrument
The self-administered questionnaire was developed and divided into one screening question and three sections of the main instrument All items were designed as structured questions that limit the number of possible responses Respondents were instructed to select one or more alternative responses, and all items were measured on a five-point Likert scale, ranging from 1 (strongly disagree) to 5 (strongly agree).
Part I Three items of perceived price were measured and closely follow Heesup Han, Kisang Ryu (2009); and Dev Jani’s (2011) research Four items of physical environment were measured and modified from Kisang Ryu, Hye-Rin Lee, Woo Gon Kin’s research (2012)
Part II Customer satisfaction measurement with three items ,certified in previous studies, was slightly modified to suit this study
Part III Personal data consisting of seven items to obtain demographic characteristics of respondents.
Pretest, Reliability Test
To minimize misunderstandings and misconceptions in the questions, a pretest was carried out using snowball sampling Pretesting is a trial run with respondents designed to reveal issues in the instructions and the questionnaire design, such as wording difficulties, leading questions, and bias from question order (Zikmund, Babin, Carr, Griffin, 2013, pp 230) The researcher administered an online, self-administered questionnaire pretest with 30 respondents to determine whether the instrument needed modification and to verify its reliability.
In statistics, reliability is the consistency of a set of measurements or measuring instrument Reliability refers to consistency, how consistent a measure
42 is in the different attempts at measuring the same thing (Zikmund, Babin, Carr, Griffin (2013), pp.230)
SPSS was used to compute Cronbach’s alpha, the most commonly applied estimate of a multi-item scale’s reliability (Zikmund, Babin, Carr, Griffin, 2013, p 230) The reliability indicators are presented in Table 3.2, and a Cronbach’s alpha of 0.70 or above is generally considered the standard for acceptable reliability.
Table 3.2 Coefficient Alpha (α) and Reliability Indication
Coefficient Alpha(α) between Reliability Indication
Source: Marketing Research International Edition 17th Edition, pp.302
Table 3.3 Results of Reliability Test
Cronbach’s Alpha values show strong reliability for the key constructs: perceived price (0.85), physical environment (0.89), and customer satisfaction (0.96) Across all constructs, Cronbach’s α ranges from 0.85 to 0.96, indicating solid internal consistency and item homogeneity among the measures.
Validity represents the accuracy and credibility of a measure (Anssi Perakyla, 2011) Consequently, all questions in this study were developed from prior research in which validity had already been tested, and no additional validity testing was deemed necessary The same questions were adopted for the current study (see Table 2.6: Operational Definition of Variables).
Collection of Data
Four hundred eighty self-administered questionnaires were distributed to customers who weren’t inconvenienced and were willing to fill them out at the Doi Chaang Café Motorway (Outbound) branch, and 314 complete and valid questionnaires were returned; the self-administered questionnaire link was also posted on the Doi Chaang Café’s Facebook page.
44 and sent via line ID, 81 complete and valid questionnaires were returned Thus a total of 395 complete and valid questionnaires were collected.
Respondents only needed take a few minutes to complete the questionnaires and instructions were included.
Data Processing and Analysis
After collection of data, raw data was encoded for analysis and entered SPSS and the hypotheses were tested by using statistical tools
This study applied simple linear regression to test hypotheses regarding the impact of perceived price and the physical environment on customer satisfaction (Parts 1 and 2) A descriptive analysis of respondents’ demographic data (Part 3) yielded frequency and percentage distributions.
Reliability testing was initiated with SPSS to compute Cronbach's Alpha for each construct, ensuring internal consistency With reliability established, SPSS was then used to test a hypothesis about a mean In marketing research, the 95% confidence level is the most commonly used threshold and is typically the default setting in SPSS (Burns & Bush).
2014, pp.336) Therefore, a confidence interval of 95% that corresponded to +/-1.96 standard errors was used in this study The hypotheses were tested at 5% level of significance
DATA ANALYSIS AND RESULTS
Reliability Test
A reliability analysis using Cronbach’s alpha was conducted to assess the internal consistency of the multi-item measures for each construct The Cronbach’s alpha values are 0.894 for perceived price, 0.847 for physical environment, and 0.926 for customer satisfaction All values exceed the acceptable threshold of 0.6–0.7, indicating fair reliability, and the alpha for all constructs ranges from 0.847 to 0.926, demonstrating strong internal homogeneity and consistency among the items.
Table 4.1.1 Reliability of the Measurement Scale (Cronbach’s Coefficient Alpha)
1 The coffee prices at this café are reasonable
2 The price charged by this café for coffee is appropriate
3 The coffee price charged by this café is appropriate when compared to coffee shops nearby
1 The café had attractive interior design and décor
2 The background music is pleasing
3 The café area is very clean
4 Employees are neat and well dressed
1 Overall, this café puts me in a good mood
2 I have really enjoyed sitting and drinking coffee at this café
3 I’m satisfied with my overall experience at this café
Profile of the Respondents
Table 4.2.1 illustrates the respondents’ demographic and profiles in detail Frequency statistic shows that 44.3% of the respondents were male and 55.7%
From the survey, 47 respondents were female, and the majority were aged 30–35 years The largest income bracket reported was 25,000–50,000 baht per month Coffee is a daily habit for most respondents, with the typical cup costing under 70 baht Cappuccino was the favorite drink, and iced coffee was the preferred preparation.
Table 4.2.1 Profile of the Respondents
Have you ever drunk coffee at Doi Chaang
I usually buy coffee (per week)
Preferable spending for a cup of coffee (Baht)
Mean Evaluation of Variables
This study designed Parts 1 and 2 of the questionnaire using a five-point Likert scale, with responses ranging from 5 (strongly agree) to 1 (strongly disagree) The range of mean scores and their interpretations are shown in Table 4.3.1.
Table 4.3.1 Arbitrary Level of variables, Mean Score Range and Interpretation Level of Agreement Range of Mean Score Interpretation of
Source: Zikmund, W.G (2003) Business Research Methods, Chicago: The Dryden Press
Descriptive Statistic of Perceived Price
Table 4.3.2 Descriptive Statistic of Perceived Price
The coffee prices at this café are reasonable
The price charged by this café for coffee is appropriate
The coffee price charged by this café is appropriate when compared to coffee shops nearby
Descriptive statistics for perceived price (Table 4.3.2) indicate that respondents view the café’s coffee pricing as appropriate, with a mean score of 3.68, matching the mean score observed when prices are compared with nearby coffee shops.
Although the statement "The coffee prices at this café are reasonable" registered slightly below the mean score among other cafés, respondents still perceived the café’s coffee prices as reasonable This suggests that customers view the pricing as fair and competitive within the overall café experience, supporting a positive price perception despite the relative lag in the mean score.
Descriptive Statistic of Physical Environment
Table 4.3.3 Descriptive Statistic of Physical Environment
The café has attractive interior design and décor
The background music is pleasing
The café area is very clean
Employees are neat and well dressed
Agree Strongly Agree Strongly Agree
Summary Item Means 4.34 Strongly Agree
Table 4.3.3 shows that the majority of respondents strongly agree with the physical environment items, yielding a summary mean of 4.34 on the strongly agree scale.
Background music in the café received an 'agree' rating relative to other items, indicating a favorable perception among patrons Marketers should tailor music selections to please the majority of customers aged 30–41, a group that accounts for 51.2% of the audience.
Descriptive Statistic of Customer Satisfaction
Table 4.3.4 Descriptive Statistic of Customer Satisfaction
Overall, this café puts me in a good mood
I have really enjoyed sitting and drinking coffee at this café
I’m satisfied with my overall experience at this café
Table 4.3.4 shows that most respondents agree with the customer satisfaction items, with a summary mean of 4.16 The statement “I’m satisfied with my overall experience at this café” has the highest mean score among the customer satisfaction items at 4.17.
CONCLUSION AND RECOMMENDATIONS
Summary of the Research
This study investigates whether perceived price and the physical environment influence customer satisfaction with coffee at Doi Chaang Caffé Motorway (Outbound) in Thailand It targets customers of the outbound branch and collects data through self-administered questionnaires at the café as well as online surveys issued via Doi Chaang Caffé’s Facebook page (#367) and Line ID The goal is to generate insights that can inform pricing strategy and café ambiance to enhance overall customer satisfaction.
A total of 395 complete and valid questionnaires were collected, and the raw data were encoded into SPSS Using simple linear regression, the hypotheses were tested to determine the influence of perceived price and the physical environment on customer satisfaction.
Discussion of the Research Finding
Frequency analysis shows that 53.2% of respondents have drunk coffee at the Doi Chaang Caffé Motorway (outbound) branch more than once, while 46.8% were first-time visitors The sample was predominantly female (55.7%), with the largest age group being 30–35 years old (28.4%), and the majority earning 25,001–50,000 baht per month (36.5%) About 48.1% of respondents buy coffee daily, and 40.5% spend less than 70 baht per cup Cappuccino (41.5%) and iced coffee (69.1%) were the respondents’ favorite drinks.
5.2.2 Perceived Price and Physical Environment and Customer
Table 5.2.2.1 Summary Item Means of Variables and Interpretation
Descriptive statistics in Table 5.2.3 indicate that Perceived Price was rated at the agree level, with a mean score of 3.67 This finding suggests that respondents, when evaluating price, reported satisfaction and perceived the price charged by Doi Chaang Caffé as reasonable and appropriate, contributing to a positive overall consumption experience at the café.
The Physical Environment received a “strongly agree” rating, with a mean score of 4.335, indicating that respondents who sat down to drink coffee at the Doi Chaang Café Motorway (Outbound) branch highly appreciated the interior design and décor, the music, the cleanliness, and the neat, well-dressed appearance of the staff, contributing to a high level of overall satisfaction.
Customer satisfaction at the Doi Chaang Café Motorway outbound branch was rated at the 'Agree' level, with a mean score of 4.159 These results indicate that customers are satisfied with their overall consumption experience at this location.
In SPSS, the simple linear regression analysis for hypothesis testing shows that both predictors—Perceived Price and Physical Environment—have p-values of 0.01, which is below the 0.05 significance level Consequently, the null hypotheses for both predictors are rejected at the 5% level, indicating that Perceived Price and Physical Environment are statistically significant predictors of the dependent variable in the model.
Perceived Price is statistically significant towards customer satisfaction Additionally, Physical Environment is also statistically significant to customer satisfaction towards coffee at Doi Chaang Caffé Motorway (outbound) branch
These results corroborate the earlier findings by Namkung and Jang (2008), which identified the key quality attributes that distinguish highly satisfied diners from less satisfied ones, with the physical environment—encompassing layout, interior design, background music, and color—emerging as the most influential factor in delivering a highly satisfying dining experience.
The research result of Kisang Ryu, Heesup Han (2010) also indicated that Customers’ perception of a reasonable price intervenes as a moderator variable that enhances the impact of quality of physical environment, food, and service on their satisfaction.
Answer to Research Question
1 Do perceived price significantly influence customer satisfaction of coffee at Doi Change Caffé Motorway (outbound) in Thailand?
2 Do physical environment significantly influence customer satisfaction of coffee at Doi Change Caffé Motorway (outbound) in Thailand?
The findings indicate that Perceived Price and Physical Environment have statistically significant influence on Customer Satisfaction Perceived Price and Physical Environment positively influence Customer Satisfaction towards coffee at Doi Chaang Caffé Motorway (outbound) branch It means that if Doi Chaang Caffé Motorway (outbound) branch changed their price or physical environment in an appropriate way, customer satisfaction is more likely to increase In addition to the results, between the two dimensions Physical Environment had the highest impact on customer satisfaction at the café.
Implication for Practice
In the highly competitive coffee shop and café market at the Meeting Point, Motorway outbound area, marketers should identify the factors that influence customer satisfaction to gain a competitive edge Research indicates that emphasizing positive perceived price and an appealing physical environment can enhance customer satisfaction, generate positive word-of-mouth, drive repeat purchases, and boost return profits.
Perceived price is the price consumers attribute to a product or service, a concept introduced by Zeithaml (1988) Pricing decisions are typically aimed at aligning with demand and the customer's willingness to pay Because price is the most flexible element of the marketing mix, it can be adjusted quickly—often faster than changes to product features, distribution channels, or promotions.
According to Kotler (2009) on price promotions, the majority of customers (40.5%) prefer not to pay above 70 baht per cup, so to attract this segment, marketers should cultivate a positive price perception by introducing a new price for new beverages and keeping prices at 70 baht or below.
A recent study confirms that environmental background characteristics—interior design and décor, music, cleanliness, and employees' neat appearance and attire—positively influence customer satisfaction The overall mean score for the physical environment is 4.34, indicating strong satisfaction, but marketers should not overlook factors like background music, which was rated at the agree level among items Marketers should select music that pleases the majority of customers, particularly those aged 30–41 years (51.2%) The physical environment has the potential to satisfy customers, promote longer stays, and increase spending at the Doi Chaang Caffé Motorway (outbound) branch.
Recommendation for Future Research
The results of this study may not generalize to market strategies for other coffee shops or other branches of Doi Chaang Caffé To enhance generalizability, future research should expand data collection to additional cafés or branches beyond the studied location.
This study examined only two marketing-mix dimensions—perceived price and the physical environment—potentially omitting other variables such as product, people, services, events, promotions, ideas, and communication that may also influence customer satisfaction To build a more complete understanding of customer satisfaction with coffee at Doi Chaang Caffé, researchers should test these additional marketing-mix variables and evaluate their impact on satisfaction to guide more effective marketing strategies.
Asian Café Growth Accelerates (2016) Retrieved from http://stir-tea- coffee.com/features/asian-caf%C3%A9-growth-accelerates/
Babin, B.J., Carr, J.C., Zikmund, W.G., & Griffin M (2013) Business Research
Methods (9th ed.) (pp.194,217,231,301,303) South-Western Cengage Learning.
Berenson, M L & Levine, D.M (n.d.) Basic Business Statistics Concepts and
Applications (7 th ed.) Upper Saddle River, NJ: Prentice Hall, Inc
Bitner, M.J.(1992) Service space: The Impact of Physical Surroundings on
Customers and Employees” Journal of Marketing, 56(2), 57-71
Burns A.C., Bush R.F (2014) Marketing Research International Edition (17th ed.) (pp.96, 98, 238-239, 254,274, 336) Pearson Education Limited
Cafés/Bars in Thailand (2016) Retrieved from http://www.euromonitor.com/cafes-bars-in-thailand/report
Cafe culture in Asian countries (2014) Bangkok Post PM Newspaper section:
Asia focus Retrieved from http://www.bangkokpost.com/print/388172/
Canny, I U (2014) Measuring the mediating role of dining experience attributes on customer satisfaction and its impact on behavioral intentions of casual dining restaurant in Jakarta International Journal of Innovation,
Quality drives customer satisfaction in any business aiming for sustainable loyalty Adopting a Total Quality Management (TQM) mindset, organizations focus on consistent conformance to design and process specifications, along with reliable and durable performance, to shape how customers perceive value and trust When perceived quality aligns with or surpasses expectations, satisfaction increases, leading to higher repeat purchase rates and positive word-of-mouth, while quality failures quickly erode reputation and loyalty To maximize customer satisfaction, firms should implement rigorous quality management, foster continuous improvement, and close the loop with customers through timely feedback, measuring indicators like defect rates, service reliability, and cycle times to ensure offerings meet evolving needs and market standards This approach enhances product and service quality, strengthens customer trust, and sustains competitive advantage in dynamic markets.
Country Report; Coffee in Thailand (2016) Retrieved from http://www.euromonitor.com/coffee-in-thailand/report
Doi Chaang Coffee (n.d.) Retrieved from http://WWW.doichaangcoffee.co.th/en/doi-chaang-caffe/
Engel, James F., Kollat, David T., & Blackwell, Rodger D (1968) Consumer
Behavior (1st ed.) New York: Holt, Rinehart and Winston
Fornell, C., Michael D J., Eugene W A., Jaesung Cha, & Barbara, B (1996) The
American Customer Satisfaction Index: Nature, Purpose, and Findings” Source: Journal of Marketing, 60(4), 7-18
Han, H., & Ryu, K (2009) The roles of the physical environment, price perception, and customer satisfaction in determining customer loyalty in the restaurant industry Journal of Hospitality & Tourism Research, 33(4), 487-510
Han, H., & Ryu, K (2009) Influence of the Quality of Food, Service, and
Physical Environment on Customer Satisfaction and Behavioral Intention in Quick-Casual Restaurants: Moderating Role of Perceived Price”
International Journal of Hospitality Management, 34(3), 310-329
Han, H., & Ryu, K (2011).New or repeat customers: How does physical environment influence their restaurant experience?, 30(3), 599–611
Iglesias, M.P., & M Jesus Yague Guillen (2004) Perceived quality and price: their impact on the satisfaction of restaurant customers ,International Journal of Contemporary Hospitality Management, 16(6), 373-379
Kaura, V (2012) “ A link for Perceived price, Price Fairness and Customer
Satisfaction” Pacific Business Review International, 5(6), 84-88
Kotler, P (2009) (5th ed.) Marketing Management-An Asian Perspective
Kotler, P., & Martin, H.T (1973-1974) “Atmospherics as a Marketing Tool”
Maslow, A (1943) A Theory of Human Motivation" in Psychological Review
Retrieved from https://en.wikipedia.org/wiki/Maslow%27s_hierarchy_of_needs
Perakyla, A (2011) Validity in Research on Naturally Occurring Social
Interactionhttps://books.google.com.qa/books?hl=en&lr=&idwwHtzvtY M0C&oi=fnd&pg=PA365&dq=validity+in+research&ots=iGAJHJqMum
&sig=LjuDdEvefuT5iHU- mHnue6kHdGg&redir_esc=y#v=onepage&q=validity%20in%20research
Research Population (n.d.) Retrieved from https://explorable.com/research- population
Snowball Sampling (n.d.) Retrieved from https://en.wikipedia.org/wiki/Snowball_sampling
Soriano, D.R.(2002) Customers’ expectations factors in restaurants, International
Journal of Quality & Reliability Management, 19(8-9), 1055 – 1067
Spreng, R A., MacKenzie, S B., & Olshavsky, R W (1996) A reexamination of the determinants of consumer satisfaction Journal of Marketing, 60(3), 15-32
Struse, D., Alvin C Burns & Ronal F Bush (2014) Marketing Research
International Edition (17th ed.) (pp.96) Pearson Education Limited
Susan E W (2011,September 16) What is the Difference between Qualitative
Research and Quantitative Research Retrieved from https://www.snapsurveys.com/blog/what-is-the-difference-between- qualitative-research-and-quantitative-research/
The Blossoming Coffee Culture of Southeast Asia by The Specialty Coffee
Chronicle (2016, April 27) Retrieved from http://scaa.org/chronicle/2016/04/27/the-blossoming-coffee-culture-of- southeast-asia/
Top 50 coffee consuming by Country (2013) Retrieved from https://www.statista.com/statistics/314998/thailand-total-coffee- consumption/
Youjae Yi (1993) The Determinants of Consumer Satisfaction: the Moderating
Role of Ambiguity In NA - Advances in Consumer Research, 20, 502-
Young Namkung Soo & Cheong (Shawn) Jang, (2008) Are highly satisfied restaurant customers really different? A quality perception perspective International Journal of Contemporary Hospitality Management, 20(2),
Yun Di, Ramakrishnan R & Usha R (2016) Moderating roles of customer characteristics on the link between service factors and satisfaction in a buffet restaurant Article in Benchmarking An International Journal, 23(2), 469-486
Zeithaml, V A (1984) "Issues in Conceptualizing and Measuring Consumer
Response to Price", in NA - Advances in Consumer Research, 11, 612-
Zeithaml, V A (1988) “Consumer Perceptions of Price, Quality, and Value: A
Means-End Model and Synthesis of Evidence” Source: Journal of
Zhang Ziqiong, Zhang Zili & Law Rob (2013) Regional effects on customer satisfaction with restaurants International Journal of Contemporary Hospitality Management, 25(5), 705 – 722
Zikmund, W.G (2003) Business Research Methods Chicago : The Dryden Press
The influence of perceived price and physical environment towards customer satisfaction: A study on coffee at Doi Chaang Caffé Motorway (outbound) in Thailand
Assumption University’s Master of Science in Management program invites you to participate in a research survey Please answer all questions with your true opinions; your responses are strictly confidential and participation is voluntary.
Thank you for your time and support
Have you ever drunk coffee at Doi Chaang Caffé Motorway branch?
Yes, more than one time
Please mark the answer which best correlates with the statement below
Strongly Agree Agree Neutral Disagree Strongly Disagree
1 The coffee prices at this café are reasonable 5 4 3 2 1
2 The price charged by this caféfor coffee is appropriate 5 4 3 2 1
3 The coffee price charged by this café is appropriate as compared to coffee shops nearby
Strongly Agree Agree Neutral Disagree Strongly Disagree
1 The café has attractive interior design and décor 5 4 3 2 1
2 The background music is pleasing 5 4 3 2 1
3 The café area is very clean 5 4 3 2 1
4 Employees are neat and well dressed 5 4 3 2 1
Strongly Agree Agree Neutral Disagree Strongly Disagree
1 Overall, this café puts me in a good mood 5 4 3 2 1
2 I have really enjoyed sitting and drinking coffee at this café 5 4 3 2 1
3 I’m satisfied with my overall experience at this café 5 4 3 2 1
4) Preferably money spending for a cup of coffee
This questionnaire is designed to examine the relationship between price satisfaction and the environment at Doichang Cafe, Motorway Outbound branch, Bangkok This study is part of the Master of Science in Management program at Assumption University Please respond based on your true feelings and attitudes; the information collected will be used solely for academic research Lead-in question: Have you ever had Doichang Cafe coffee at the Motorway Outbound branch?
ครั้งแรก เคย มากกว่า 1 ครั้ง
Never drink (End of questionnaire) Part 1 asks you to rate your level of agreement with each statement, using the scale: strongly agree, agree, neutral, disagree, strongly disagree, and not aware.
1 ราคากาแฟของร้าน สมเหตุสมผล
The coffee prices at this café are reasonable 5 4 3 2 1
2 ราคากาแฟที่จ่ายไปถือว่าเหมาะสม
The price charged by this café for coffee is appropriate 5 4 3 2 1
3 เปรียบเทียบกับร้านกาแฟใกล้เคียง ราคากาแฟที่จ่ายไปถือว่า เหมาะสม
The coffee price charged by this café is appropriate as compared to coffee shops nearby
Item 71 evaluates the shop environment, asking respondents to rate their level of agreement on a five-point Likert scale The scale includes five options: strongly agree, agree, neutral, disagree, and strongly disagree.
1 ร้านออกแบบและตกแต่งภายในดึงดูดความสนใจ
The café has attractive interior design and décor 5 4 3 2 1
2 ร้านเปิดเพลงเพราะถูกใจ
The background music is pleasing 5 4 3 2 1
3 ร้านกาแฟสะอาด
The café area is very clean 5 4 3 2 1
4 พนักงานร้านแต่งตัวเรียบร้อยดี
Employees are neat and well dressed, a factor that shapes customers' first impressions and overall satisfaction Section 2 of the article focuses on customer satisfaction and presents a five-point Likert scale—strongly agree, agree, neutral, disagree, and strongly disagree—to measure respondents' level of agreement By connecting appearance and service quality to the customer experience, the piece analyzes how professional attire and conduct influence perceived value and satisfaction.
1 โดยรวม ร้านกาแฟดอยช้างท าให้ฉันอารมณ์ดี
Overall, this café puts me in a good mood 5 4 3 2 1
2 ฉันมีความสุขกับการนั่งดื่มกาแฟที่ร้านกาแฟดอยช้าง
I have really enjoyed sitting and drinking coffee at this café.
3.ฉันรู้สึกพอใจกับประสบการณ์โดยรวมที่ร้านกาแฟดอยช้าง
I’m satisfied with my overall experience at this café 5 4 3 2 1 ส่วนที่ 3: ข้อมูลส่วนตัว
ต ่ากว่า 18 ปี 18-23 ปี 24-29 ปี
3 ) คุณซื้อกาแฟดื่ม
เป็นครั้งคราว
1-3 ครั้งต่อสัปดาห์ 4-6 ครั้งต่อสัปดาห์
4) คุณมักจะซื้อกาแฟราคาถ้วยละ
ไม่เกิน 45 บาท
ไม่เกิน 120 บาท
ไม่เกิน 70 บาท
ไม่เกิน 95 บาท
5) รายได้ต่อเดือน
ไม่เกิน 15,000 บาท
มากกว่า 100,000 บาท
6) คุณชอบดื่มกาแฟ ( ระบุได้มากกว่า 1 ข้อ)
7 ) 7) กาแฟที่คุณชอบ
(ระบุได้มากกว่า 1 ข้อ)
Explore a diverse lineup of coffee drinks, spanning hot, cold, and blended options: espresso, espresso macchiato, Americano, cappuccino, latte, mocha, caramel latte, and a standout cold specialty, Doi Chang iced coffee, providing something for every coffee lover.
Total 395 100.0 a Listwise deletion based on all variables in the procedure
Cronbach's Alpha Based on Standardized Items N of Items
Mean Std Deviation N item1 3.6430 76846 395 item2 3.6810 77363 395 item3 3.6810 87231 395
Inter-Item Correlation Matrix item1 item2 item3 item1 1.000 803 704 item2 803 1.000 725 item3 704 725 1.000
Maximum / Minimum Variance N of Items
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted item1 7.3620 2.338 808 676 837 item2 7.3241 2.296 825 695 823 item3 7.3241 2.143 753 568 891
Mean Variance Std Deviation N of Items
/VARIABLES=item4 item5 item6 item7
Total 395 100.0 a Listwise deletion based on all variables in the procedure
Cronbach's Alpha Based on Standardized Items N of Items
Mean Std Deviation N item4 4.3544 69512 395 item5 4.0228 80101 395 item6 4.4886 65435 395 item7 4.4759 63029 395
Inter-Item Correlation Matrix item4 item5 item6 item7 item4 1.000 555 656 616 item5 555 1.000 497 481 item6 656 497 1.000 764 item7 616 481 764 1.000
Maximum / Minimum Variance N of Items
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted item4 12.9873 3.104 717 518 791 item5 13.3190 3.076 578 347 862 item6 12.8532 3.166 751 643 779 item7 12.8658 3.289 724 611 792
Mean Variance Std Deviation N of Items
/STATISTICSCRIPTIVE SCALE CORR /SUMMARY=TOTAL MEANS
Total 395 100.0 a Listwise deletion based on all variables in the procedure
Cronbach's Alpha Based on Standardized Items N of Items
Mean Std Deviation N item8 4.1570 68388 395 item9 4.1468 70438 395 item10 4.1747 69250 395
Inter-Item Correlation Matrix item8 item9 item10 item8 1.000 811 783 item9 811 1.000 827 item10 783 827 1.000
Maximum / Minimum Variance N of Items
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted item8 8.3215 1.782 834 698 905 item9 8.3316 1.689 867 752 878 item10 8.3038 1.745 846 721 895
Mean Variance Std Deviation N of Items
N Minimum Maximum Mean Std Deviation
1stTime here? Sex Age HowOftenBuy PreferablyPay Income
Have you ever been drinking coffee at Doi Chaang Caffé
Preferably money spending for a cup of coffee
Valid less than 45 40 10.1 10.1 10.1 less than 70 160 40.5 40.5 50.6 less than 95 79 20.0 20.0 70.6 less than 120 88 22.3 22.3 92.9 more than 120 28 7.1 7.1 100.0
Simple Linear Regression Analysis of Perceived Price
Std Error of the Estimate
Squares df Mean Square F Sig
Total 165.174 394 a Dependent Variable: AvgCusSat b Predictors: (Constant), AvgPP
Simple Linear Regression Analysis of Physical Environment
Std Error of the Estimate
Squares df Mean Square F Sig
Total 165.174 394 a Dependent Variable: AvgCusSat b Predictors: (Constant), AvgPE
APPENDIX E: LIST OF THE TOP COFFEE CONSUMPTION
Data by euromonitor.com in 2013 revealed the list of the top coffee consumption by nation (http://www.caffeineinformer.com/caffeine-what-the- world-drinks)
11 Bosnia-Herzegovina: 4.3 kg per capita
15 Dominican Republic: 3.7 kg per capita
16 Costa Rica: 3.7 kg per capita
26 South Korea: 2.6 kg per capita