| 520 สาระสังเขป |
Specialty coffee appeared in the coffee industry in the 20th century with an emerging culture of developing a better appreciation of coffee through quality beans and improved brewing methods. It is a constantly growing market for business owners as well as a rising trend for consumers worldwide, including Thailand. For the past decade, we can see new coffee shops popping up on almost every corner of the street with new innovative coffee offerings; nevertheless, an increase in competition in the industry has also proven a demand. This study aims to test the relationship between customer satisfaction, attitudinal, and behavioral loyalty to a willingness to pay. This helps recognize the consumer profile of specialty coffee in Bangkok, Thailand, who are purchasing, experiencing, and have a preference toward specialty coffee as well as their behavior, characteristics, and factors affecting their choice. A survey design method was used with quantitative data gathered using online questionnaires from 401 random sampling of specialty coffee consumers in Thailand and analyzed with descriptive and inferential statistics. By better comprehending consumption and decision-making insights, coffee industry practitioners could formulate business strategies to attract and retain their customers. |