FACTORS INFLUENCING CUSTOMERS’ REPURCHASE INTENTION FOR COFFEE SHOPS IN THE NARESUAN UNIVERSITY AREA, PHITSANULOK PROVINCE

Abstract

This study aimed to examine the factors influencing customers’ repurchase intention for coffee shops in the Naresuan University area, Phitsanulok Province. The research focused on three key factors: service quality, customer experience, and product quality. This study employed a quantitative research approach using a questionnaire as the research instrument. Data were collected from 400 respondents who had previously used coffee shop services in the study area. The data were analyzed using descriptive statistics, including percentage, mean, and standard deviation, while multiple regression analysis was employed to test the research hypotheses at the statistical significance level of 0.05) The findings revealed that the majority of respondents were female, aged 25-34 years, single, held a bachelor’s degree, and were employed in private companies. The hypothesis testing indicated that service quality, customer experience, and product quality significantly influenced customers’ repurchase intention for coffee shops in the Naresuan University area at the 0.05 significance level. Regarding the dimensions of each factor, service quality consisted of tangibility, responsiveness, and empathy, with responsiveness having the strongest influence on repurchase intention. Customer experience comprised cognitive experience, behavioral experience, and social interaction experience, with cognitive experience exerting the greatest influence. Product quality included product attributes, product benefits, and product image, among which product image had the strongest influence on customers’ repurchase intention.

Keywords: Service Quality, Customer Experience, Product Quality, Repurchase Intention, Coffee Shops