The Relationship between the Serviced Quality and Value Creation with Brand loyalty on Brand equity of the Franchise Coffee shops in Maung district, Suratthani province

Abstract

The purpose of this research was to study the quality of services, study value creation with brand loyalty, compare the brand loyalty categorize by general information, study relationship between the serviced quality with brand loyalty on brand equity, and study relationship betweenvalue creation with brand loyalty on brand equity of the franchise coffee shops in Maung district, Suratthani.Data were collected from 400 customers who using the service of the franchise coffee shops using questionnaires. The coeffiient of reliability is 0.89. Statistics used for data analysis: frequencies,percentages, means, standard deviations, and statistical hypothesis which testing by Spearman Correlation Coeffiient.The fidings indicated that the serviced quality was important at a high level,brand loyalty on brand equity of the franchise coffee shops inMaung district, Suratthani was at a high level.Comparingbrand loyalty on brand equity of the franchise coffee shops found that there were differences between gender, age, education background, occupation, average income per month.The differences in brand,brand loyaltywere different at statistically signifiantly at 0.05 level.An overall serviced quality with brand loyalty on brand equity was positive at a moderate level atstatistically signifiantly at 0.01 level. The value creation with brand loyalty on brand equity was positive at moderate level and at statistically signifiantly at0.01 level.