อิทธิพลของการรับรู้ลักษณะเด่นของร้านโน๊ต เอสเปรสโซ่ ที่มีผลต่อความตั้งใจใช้บริการของลูกค้า

Abstract

Independent research on Impacts of Perceived Differentiation of Note Espresso Coffee Shop on Purchase Intention Among Consumers. With the objective to study a group of characteristics of Note Espresso coffee shop according to the perception of different characteristics and to study Impacts of Perceived Differentiation of Note Espresso Coffee Shop on Purchase Intention Among Consumers. Study forms are quantitative research. The sample group used in this study was those Customers who decided to use Note Espresso within the past 3 months (During February - May 2020) 300 respondents quota sampling samples were selected, classified by branches as follows: Khumuang branch among 100 people, Esso gas station branch on Chiang Mai-Lampang Super Highway Road among 100 people and Jamfa Shopping Mall branch among 100 people. The tools used in this research are divided into 2 parts: qualitative research tools Using in-depth interview questions and quantitative research tools using questionnaires. Data analysis using descriptive statistics and factor analysis. In the hypothesis testing, the research used multiple regression analysis. The study of general data of 300 respondents found that most respondents were female, Aged 21 - 30 years, working in private companies. Average monthly income 10,001 – 20,000 baht. There is an average of 1 Note Espresso service per week. Go to the Note Espresso shop at the same time for 2 people at a time, mostly ordered takeaways. The respondents have uncertainty about the date of service. Often enter the service during 12.01 p.m. - 1:00 p.m. The source of information that introduced the Note Espresso Shop is a friend / acquaintance. The most popular items are Americano and other shops that offer using the service during the past 3 months. Most of them prefer to use the service at Cafe Amazon. And the results of the study by using factor analysis found that the factors that respondents could recognize the distinctive characteristics of each new factor that the business of the company presented can combine 10 new factors namely, Perception of employee service efficiency, Perception of the Suitability of the price, Perception of service speed, Perception of convenience of the service. Perception of the outstanding of coffee, Perception of convenience in the shop, Perception of product diversity, Perception of marketing communications, Perception of the outstanding of coffee beans and Perception of the atmosphere in the shop. For the hypothesis testing of this independent study, it was found that the factors affecting the Purchase Intention of Note Espresso Coffee Shop were the factor that Perception of the Suitability of the price, Perception of service speed, Perception of convenience of the service, Perception of the outstanding of coffee, Perception of the outstanding of coffee beans, Perception of convenience in the shop, Perception of employee service efficiency and Perception of product diversity, respectively.