Success Factors for Fresh Coffee Shop Businesses in Phra Nakhon Si Ayutthaya Province
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Abstract
This research article aimed to study the factors affecting the success of fresh coffee shop businesses in Phra Nakhon Si Ayutthaya Province. This study utilized a quantitative research methodology. The sample group consisted of 385 residents and tourists staying in and traveling to Phra Nakhon Si Ayutthaya Province. The instrument used for data collection was a questionnaire, and data were analyzed using multiple regression analysis.
The research findings revealed that: 1) Fresh coffee consumption and service behaviors, comprising 1.1) purposes of using coffee shop services, 1.2) frequency and duration of service usage, 1.3) preferred types of fresh coffee consumed, and 1.4) characteristics of choosing coffee shop services; 2) Coffee shop standards, comprising 2.1) location standards, 2.2) service standards, 2.3) product standards, and 2.4) personnel standards; 3) The 4Ps marketing mix factors, comprising 3.1) product, 3.2) price, 3.3) place, and 3.4) promotion; and 4) business management, comprising 4.1) clear goal setting, 4.2) operational procedure definition, 4.3) monitoring and evaluation, and 4.4) innovation and adaptation, all affected the success of fresh coffee shop businesses in Phra Nakhon Si Ayutthaya Province. Based on these findings, fresh coffee shop entrepreneurs can utilize the data to formulate precise business strategies to enhance competitiveness and sustainability, thereby better satisfying customer needs in Phra Nakhon Si Ayutthaya Province. Additionally, for those interested in investing in the fresh coffee shop business, this study serves as an essential guideline to help understand the market, reduce risks, and increase the chances of a successful business launch.
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