The Factors of Service Marketing Mix Affecting Customer Loyalty in the Co-working space Café Businesses in Bangkok

Abstract

     The objectives of this research were to: 1) study the demographic characteristics of customers; 2) examine the marketing mix factors of the business; 3) investigate the levels of customer loyalty; 4) compare the differences in customer loyalty based on demographic factors; and 5) study service marketing mix factors affecting the customer loyalty of the co-working space café businesses in Bangkok. This quantitative research employed a questionnaire as the data collection tool, targeting individuals aged 18 and above, living in Bangkok, and purchasing products/used services from the co-working space café businesses in Bangkok. A total of 400 respondents were surveyed. Data were analyzed using frequency, percentage, mean, standard deviation, T-test, F-test, LSD post hoc comparison, and multiple regression analysis at a statistical significance level of 0.05.

           The research findings revealed that: 1) Most of the respondents were female, aged 18–28 years, single, held a bachelor’s degree, were students, and had a monthly income of 15,001–30,000 baht; 2) The overall perceived level of service marketing mix factors was at the highest level; 3) Customer loyalty was accessed as “Loyal” across all dimensions; 4) Customer loyalty varied significantly according to age, gender, marital status, and occupation; 5) Service marketing mix factors: promotion, physical evidence, and place had a significantly effect on attitudinal loyalty at the cognitive level; physical evidence, product, promotion, and place had a significantly effect on attitudinal loyalty at the affective level; promotion, physical evidence, place, and price had a significantly effect on behavioral loyalty at the coactive level; while promotion and physical evidence had a significantly effect on behavioral loyalty at the action level.