ความพึงพอใจต่อส่วนประสมทางการตลาดบริการที่มีผลต่อความภักดีของลูกค้าต่อตราสินค้าธุรกิจร้านกาแฟสด ของผู้บริโภคในเขตกรุงเทพมหานคร : ศึกษากรณี สตาร์บัคส์ คอฟฟี่ ไทยแลนด์

การค้นคว้าอิสระนี้มีวัตถุประสงค์เพื่อศึกษาความสัมพันธ์ด้านความพึงพอใจต่อส่วนประสมทางการตลาดบริการที่มีผลต่อความภักดีต่อตราสินค้าธุรกิจร้านกาแฟสด ของผู้บริโภคในเขตกรุงเทพมหานคร ศึกษากรณี สตาร์บัคส์ คอฟฟี่ ไทยแลนด์ ซึ่งทำการเก็บรวบรวมข้อมูลโดยใช้แบบสอบถามกับกลุ่มผู้ที่ซื้อกาแฟจากร้านสตาร์บัคส์ ในเขตกรุงเทพมหานคร ภายในพื้นที่กรุงเทพฯ จำนวน 385 ตัวอย่าง || The Objective of this independent study is to study the relationship of satisfaction of the marketing mix that affects customersp loyalty to the brand of coffee business with consumers in Bangkok area. The case study concerns Starbucks Coffee Thailand, which collected data by providing questionnaires to a group of people who buy coffee from Starbucks in Bangkok area within 385 sample. The statistic used in this study consists of Frequency, Percentage, Mean and Standard Deviation, Factor Analysis, One-Way Anova, Multiple Regression. This research found the satisfaction of the marketing mix that affects customersp loyalty to the brand of coffee business with consumers in Bangkok area. The Case Study concerns Starbucks Coffee Thailand. From researchps statistic, we found that the majority of group sampling are females, aged 26-30 years, completed their undergraduate studies, private company employees and revenue in a range of 20,001.00 to 30,000.00 baht. When considering the relationship found that satisfaction with the products factor in considering the questions that respondents are satisfied. The most is mellow taste of coffee. Followed by the smell of the coffee process, a variety of cup sizes, cup of coffee is a unique shop, the layout and design of coffee is a beautiful facility, coffee has a wide selection of coffee recipes that are different from other stores, respectively. The satisfaction of the price factor is moderate. Considering that the respondents are satisfied. The price tag which show the cost is the most obvious. Followed by the price is suitable for the location of the store, the price of coffee is value for types of coffee, the price of coffee is value with the ability to buy, the price of coffee is suitable for the size of the glasses, respectively. The satisfaction factor for distribution channel level when considering that the respondents are satisfied. The most is easy access their services, followed by a branch distribution coverage in each area, waiting seats have been a sufficient, respectively. The satisfaction factor for boosting the market on a massive scale when considering that the respondents are satisfied with the purchase of drinks onWednesday during 14:00 to 16:00 hrs. And get one glass for free, followed by provided premium gift such as cup of coffee, key chain, pen, etc., have a stamp card for collect when buy 10 glasses free 1 glass or buy 2 glasses of beverage get free 1 in the date and time of condition, give 5% discount coupons for the purchase of 300 baht or more, respectively. The satisfaction of individual factors in the high level. When considered individually, we found that respondents are satisfied with the uniform and cleanliness of the staff is the most. Followed by service with a smile of staff, staffps service in the polite way, courtesy employees are provided adequate, knowledgeable about the products and services of the order, respectively The satisfaction of the service process to a large extent. When considered individually, we found that respondents are satisfied for serve drinks with accuracy is the most. Followed by have recorded as customerps favorites drinks for membership, Fast service, respectively. The satisfaction factor in the physical level. When considered individually, we found that respondents are satisfied with the décor in the store is the most. Followed by a service point plug socket for charging electronics, Store label clearly visible, the smell of the coffee in the store, offers free Wi-Fi, equipment layout is neat and clean, store location easily visible, Easy to buy, respectively So the cafe operators are advised to give priority to the satisfaction of the marketing mix service. The stores have a quality products. It also has the distributionchannels to meet the needs of consumers. Enabling customers to achieve customer loyalty to the brand. And create an advantage in doing business.

本独立研究旨在探究曼谷地区消费者对现磨咖啡品牌的营销组合（marketing mix）满意度与品牌忠诚度的关联，案例研究对象为泰国星巴克（Starbucks Coffee Thailand）。研究通过向曼谷地区星巴克消费者发放问卷收集数据，最终获取有效样本385份。本研究采用的统计分析方法包括：频数分析、百分比、均值、标准差、因子分析、单因素方差分析（One-Way Anova）、多元回归分析（Multiple Regression）。研究结果显示：样本群体以女性为主，年龄集中在26-30岁，学历以本科为主，就职于私营企业，月收入区间为20001-30000泰铢。针对各维度的满意度分析如下：产品维度方面，受访者最满意的点为咖啡醇厚口感，其次依次为咖啡烘焙香气、杯型多样性、门店独特性、门店布局与美观设施、多款区别于其他门店的特色咖啡饮品配方。价格维度方面，整体满意度处于中等水平，其中最满意的点为价格标注清晰明确，其次依次为价格与门店区位匹配、咖啡价格符合饮品品类价值、价格与消费者购买力适配、咖啡价格与杯型匹配。分销渠道维度方面，受访者最满意的点为服务可及性便捷，其次依次为各区域均有门店覆盖、等候座位充足。大规模营销活动维度方面，受访者最满意的活动为周三14:00-16:00时段购买饮品可享第二杯免费，其次依次为赠送咖啡杯、钥匙链、钢笔等优质礼品、设置集章卡（买10杯送1杯或买2杯送1杯）、满300泰铢可领取5%折扣券。人员服务维度方面，整体满意度较高，其中最满意的点为员工着装统一与门店环境整洁，其次依次为员工微笑服务、礼貌待客、服务周到、具备产品与服务的专业知识。服务流程维度方面，受访者最满意的点为饮品制作准确无误，其次依次为会员可记录偏好饮品、服务快捷高效。实体环境维度方面，最满意的点为门店装潢设计，其次依次为店内配备电子充电插座、门店标识清晰醒目、店内弥漫咖啡香气、提供免费Wi-Fi、设备布局整洁美观、门店位置醒目易寻、购物便捷。最后，研究建议咖啡经营者应优先重视营销组合服务的满意度提升，打造优质产品，完善分销渠道以匹配消费者需求，进而提升顾客品牌忠诚度，构建商业竞争优势。