Differentiation Strategies Affecting the Decision to Use Coffee Shop Service: A Case Study of Kamin Dessert Café

Abstract

The research objectives were to study the importance level of the differentiation of coffee shops, the level of decision-making in using the service of a coffee shop, and the relationship between differentiation strategies and decision-making in using the assistance of a coffee shop from a case study of Kamin Dessert Café. The population of this research was Kamin dessert customers who could not specify the accurate number. The data were collected from 385 Customers. The data was statistical analysis by percentage, mean, standard deviation, and regression testing methods of enter selection. The research results were found as follows; The respondents indicated that the differentiation strategies were essential in place, image, product, personnel, and service. In addition, the decision-making in using the service of Kamin Dessert Café was critical. When considering each aspect, decision-making was critical regarding post-purchase behavior,recognition of needs, using the service, evaluating alternatives, and searching for information.The multiple regression analysis results in each factor found that the differentiation strategies in all four elements, which were personnel, product, image, and place, were able to forecast the decision-making in using the service of Kumin Dessert Café about 0.857at a significance level of 0.05