Main Article Content
This research aims to study personal factors, coffee drinking behavior and service marketing strategies of customers who use the franchise business, premium coffee shops, and to propose service marketing strategies that contribute in order to be success in the business franchise cafe premium. This work Is a quantitative research that used population and sample group to be customers who have used the service premium coffee shops 400 people. The qualitative research used data from informants by in-depth, face-to-face interviews. The premium coffee shops franchise had 10 people, and focus group discussion method of the premium coffee shops had 12 people. Data was analyzed by percentage, means, standard deviation, whereas inferential statistics and content analysis. The study indicated that most consumers are female, age 21-30 years, single status, bachelor degree education is a student. The average monthly income is below 10,000 baht. Use the service because of the coffee flavor. Average spending per time is less than or equal to 60 baht know from online media and use the service every day. The results of qualitative research were 1) Product strategy was to develop coffee flavor 2) Price strategy causing the image or different coffee tasting experiences 3) Distribution channel strategy Is the selection of the location and the atmosphere of the shop decoration that indicated the image of business owner wanted to convey of employees and attention to customer care services 6) strategies for creating and presenting physical characteristics. What appears in the store, affecting the emotions of consumers since early entering the service, and 7) Process Strategies, various services that had to be determined since before entering the service in the shop including quality control consistency in taste and most importantly, the process of motivation through the membership system in order to create a desire to return to use the service again.
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