อิทธิพลของภูมิทัศน์บริการที่ส่งผลต่อการกลับมาใช้บริการซ้ำของลูกค้าร้านกาแฟ อำเภอเมือง จังหวัดนครราชสีมา|INFLUENCE OF SERVICESCAPE ON THE RECURRENCE OF CAFÉ CUSTOMERS IN MUEANG DISTRICT, NAKHON RATCHASIMA PROVINCE

INFLUENCE OF SERVICESCAPE ON THE RECURRENCE OF CAFÉ CUSTOMERS IN MUEANG DISTRICT, NAKHON RATCHASIMA PROVINCE

Abstract

The objectives of this research were to explore the influence of servicescape on the repurchase service of cafe customers in Mueang District, Nakhon Ratchasima Province. The data were collected by surveying 385 customers using the service in a café in Nakhon Ratchasima Province. The questionnaire was used as a research instrument. The content validity was determined by an expert, and Cronbach’s Alpha Coefficient test was used to determine the reliability. The values were between 0.844 - 0.945. In this study, multiple regression analysis was employed to analyze the relationships between servicescape and customer recurrence. Hypothetical test results showed that elements of the service landscape (decorative and amenity aspects) were found to have a significant and positive effect on the recurrence of café customers. In addition, the study suggests that cafe executives should fully understand that an accommodating environment and instilling feelings of satisfaction of their customers will more likely lead to a long-term relationship to retain customers and meet customer needs.