The Mediating Effect of Customer Satisfaction on the Relationship between Servicescape and Customer Loyalty of Coffee Shops Decorated in a Natural Style in Nakhon Ratchasima Province
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Abstract
The purpose of this research is to study the servicscape affecting customer loyalty in nature-themed coffee shops in Nakhon Ratchasima province. This research is a quantitative study that studies individuals who have experienced services at coffee shops that incorporate servicescape design in a natural style within Nakhon Ratchasima. 400 samples were selected using non-probability sampling. The statistics used in data analysis included percentage, mean, standard deviation, and hypotheses were tested using multiple regression analysis. The research findings revealed that 1) the levels of servicescape in the aspect of customer satisfaction and customer loyalty of the customers who experienced the services in nature-themed coffee shops in Nakhon Ratchasima province were at a high level. 2) Servicescape factors are positively correlated with both customer satisfaction and customer loyalty. Additionally, customer satisfaction is significantly and positively correlated with customer loyalty at the 0.05 level, and 3) customer satisfaction as a mediating variable between the servicescape affected customer loyalty, with a total effect size of 0.74. These results indicated that customer satisfaction partially mediates the influence of the servicescape on customer loyalty. The servicescape indirectly positively affected customer loyalty through customer satisfaction significantly at the 0.01 level.
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