THE QUALITY OF SERVICE AT CAFÉ AMAZON IN KRANUAN DISTRICT, KHON KAEN PROVINCE.
Keywords:
Service quality, Café Amazon, KhonKaenAbstract
This research aimed to 1) study the impact of service quality on brand loyalty at Café Amazon in Kranuan District, Khon Kaen Province, and 2) compare the service quality of Café Amazon in Kranuan District, Khon Kaen Province, classified by personal factors. The study utilized a quantitative research methodology. The sample consisted of 232 Café Amazon customers in Kranuan District, Khon Kaen Province, selected using a multistage, quota, and non-probability sampling method. The instrument used was a questionnaire with a quality score of .70 or higher. Data were analyzed to determine frequency, percentage, and standard deviation. Inferential statistics, including t-tests and F-tests (one-way ANOVA), were also used.
The results revealed that overall, the service quality of Café Amazon in Kranuan District, Khon Kaen Province, was at the highest level. When considering each aspect, the highest average value was service standards, followed by service quality, and the lowest average value was customer relations, which was at a high level. Café Amazon brand loyalty was also at a high level. In Kranuan District, Khon Kaen Province, overall, opinions were found to be at the highest level. When considering each aspect, creating a unique atmosphere was found to be the highest, followed by continuous communication, which was the highest. The lowest-ranking item was service quality, which was high. A comparative analysis of service quality at Café Amazon in Kranuan District, Khon Kaen Province, classified by gender, age, education level, occupation, and income, revealed significant differences in opinions at the .05 level.
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