The Development Guidelines of Luxury Café to Enhance Customer Loyalty
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Abstract
This research aims to extend the concept of customer loyalty to the luxury café business context. It integrates fundamental service research factors—namely, service quality, product quality, and Physical Environment —with a contemporary factor, technology-driven service innovation, to examine the antecedents influencing customer loyalty in the modern era. This quantitative study collected data via a questionnaire from a sample of 515 customers with experience visiting luxury cafés in Chiang Rai province. The samples were selected through convenience sampling. Data were analyzed using descriptive statistics, and hypotheses were tested using Multiple Regression Analysis. The findings revealed that store environment had the strongest positive influence on word-of-mouth, followed by service quality and technology-driven service innovation. Conversely, product quality was found to have no significant impact on word-of-mouth. Furthermore, regarding repurchase intention, service quality was identified as the most significant positive predictor, followed by store environment, product quality, and technology-driven service innovation. The results indicate that luxury customers prioritize experiential and emotional factors over functional factors when building loyalty to luxury cafés. These findings offer practical guidelines for luxury café businesses seeking to enhance customer loyalty and create differentiated service experiences, thereby strengthening their competitive advantage and ensuring long-term business sustainability.
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