Factors Influencing Customer Satisfaction and Electronic Word-of-Mouth among Generation Z Consumers in Thailand: The Café Hopping Context
DOI:
https://doi.org/10.65205/jmsr.2026.e285902Keywords:
Café Hopping, Customer Satisfaction, Electronic Word-of-Mouth (e-WOM), Generation Z consumersAbstract
This research aimed to examine the factors influencing customer satisfaction in the context of café hopping and to investigate the effect of customer satisfaction on electronic word-of-mouth among Generation Z consumers in Thailand. The sample consisted of 400 Generation Z consumers who had experience using café services. Data were collected through an online questionnaire and analyzed using descriptive statistics and inferential statistics, including multiple regression analysis and simple regression analysis.
The results revealed that novelty seeking had the strongest positive influence on customer satisfaction (β = .247, p < .001), followed by social motivation (β = .209, p < .001), fear of missing out (β = .180, p < .001), and self-image congruence (β = .166, p = .001), respectively. In addition, customer satisfaction had a statistically significant positive influence on electronic word-of-mouth (β = .461, p < .001).
The findings indicate that creating café experiences that offer novelty, respond to social motivation, align with consumers’ self-image, and connect with social trends can enhance customer satisfaction and effectively encourage electronic word-of-mouth behavior among Generation Z consumers.
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