Consumer behavior and service marketing mix in relation to customer loyalty of coffeeshop business

Abstract

This academic paper is a documentary study. by collecting data from ideas, academic works, research results, and articles related to Service behavior The marketing mix correlates with the loyalty of the coffee shop business customers. It aims to present the ideas of scholars who collect data from foreign databases, namely The Emerald Google Scholar, and domestic databases, namely ThaiJO. From the literature synthesis, it was found that (1) the marketing situation of coffee consumers in Thailand is the 10th largest coffee bean exporter in the world. Competition during the Covid-19 epidemic is a great opportunity to bring Thai coffee to the world market. The coffee franchise business has expanded from the branch expansion plans of The market leader Starbucks has a 2.7 percent market share, increasing the number of stores from 336 today to 500 by 2022. (2) to study the relationship between coffee buying behavior because there is a stimulus or stimulus (stimulus) that causes demand The stimulus passes through the minds of the buyers. This will lead to the response of the buyers including gender, age, occupation, income, and education. including coffee consumption behavior (3) Service Marketing Mix Concept Product, price, distribution channel marketing promotion physical appearance Personnel and service process involved in decision making (4). Customer loyalty Customer satisfaction is a key element in the psychology of tendencies to drive positive reactions. From these findings, it was found that buying behavior affects loyalty Therefore, a service marketing mix strategy can create an advantage and trust among consumers. which led to the decision to use the service in a coffee shop