Effects of Service Quality on Customers’ Decision to Choose Champ Coffee, Watthana Nakhon District, Sa Kaeo Province

Abstract

This research aimed to investigate the effects of service quality on customers’ decision to choose Champ Coffee, Watthana Nakhon District, Sa Kaeo Province. The study examined: 1) customers’ opinions on service quality affecting their service selection decision, and 2) service quality factors influencing the decision to use the service. The sample consisted of 400 customers, and data were collected using a questionnaire. Data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as multiple regression analysis. The findings revealed that: 1) overall, customers’ opinions on service quality affecting their service selection decision were at a high level; the tangibility dimension had the highest mean score, followed by assurance, reliability, empathy, and responsiveness, respectively; and 2) the multiple regression analysis indicated that four service quality dimensions significantly influenced customers’ service selection decision at the 0.05 level, namely empathy, responsiveness, assurance, and reliability. These findings can be applied by coffee shop entrepreneurs to develop employee communication skills, enhance product knowledge, create personalized services, and improve the in-store atmosphere to better meet the needs of all customer groups.