GUIDELINES FOR DEVELOPING CREATIVE EXPERIENCESCAPES OF LOCAL CAFÉS TO PROMOTE CUSTOMER LOYALTY: CASE STUDIES IN THAILAND’S LOWER NORTHERN PROVINCIAL CLUSTER 1
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Abstract
This article aimed to 1) examine the factors of creative experiencescape that influence customer loyalty, 2) analyze the components of the experiencescape affecting loyalty, and 3) propose guidelines for developing the creative experiencescape of local cafés to enhance customer loyalty. A mixed-methods research design was employed.
In Phase 1, a qualitative approach was conducted through in-depth interviews with owners of 20 local cafés in the Lower Northern Provincial Cluster 1, and analyzed using content analysis. In Phase 2 involved a quantitative survey of 395 local café customers selected through multi-stage sampling; data were analyzed using descriptive statistics and multiple regression analysis.
The results revealed that 1) café entrepreneurs emphasized six key experiencescape dimensions: café atmosphere, product innovation, social connection, knowledge transfer, social media, and value co-creation. 2) Quantitative findings showed that café atmosphere, knowledge transfer, and social media had a significant positive influence on customer loyalty, while product innovation had a negative influence, due to product changes that may undermine customers’ sense of familiarity and emotional attachment in the context of local cafés. Social connection and value co-creation showed no significant effect. 3) Six strategic guidelines were proposed: 1) enhancing café atmosphere with unique identity, 2) delivering knowledge through storytelling, 3) using social media to strengthen customer relationships, 4) creating flexible and customized product innovations, 5) promoting social interaction activities, and 6) encouraging customer participation. These guidelines can be practically applied to develop marketing strategies and experience management to create differentiation, foster customer loyalty, and achieve sustainable growth for local café businesses in the long term.
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