Factor Affecting Consumer Repurchase: A Case Study of Local Coffee Purchasing in Mueang District, Lampang Province
คำสำคัญ:
Customer repurchases, Word of mouth, Consumer satisfaction, Personnel, Productบทคัดย่อ
This research is intended 1) to study the level of the opinion of causal factors that influence the customer repurchasing local coffee of consumers in Mueang District, Lampang Province, consisting of product communication, word of mouth, Personnel or staff in the coffee shop and satisfaction 2) to test the influence of factors, causal products, word-of-mouth communication, personnel, and satisfaction towards customer repurchases of local coffee in Mueang District, Lampang Province. This research used an easy sampling from consumers who repeat 408 local coffee. The statistics used in the research were percentage, mean, standard deviation, and regression analysis. The results of the research showed that, the priority of product factors (Product) was at a high level ( = 4.02, SD = 0.491). Personnel factors (People) were at a high level (
= 4.04, SD = 0.509). Customers Satisfied was at a high level (
= 4.02, S.D. = 0.503). Communication factors (Word of Mouth) were at a high level (
= 4.02, S.D. = 0.496) and repurchase factors was at a high level (
= 4.04, S.D. = 0.538). Cause factors for product staff and satisfaction had a positive influence on the purchase of duplicate local coffee of consumers in Mueang District, Lampang Province. Therefore, local coffee shop entrepreneurs should focus on such factors in order to allow consumers to use the service continue to create growth for the business.
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