Customer Expectations Towards the Marketing Mix of Minimal-Style Coffee Shops in the Municipality of Loei Province

Abstract

This research aimed to study and compare the service expectations of customers towards the marketing mix components of minimal-style coffee shop businesses in the municipality of Loei Province. The sample group consisted of 400 patrons of       minimal-style coffee shops within the municipality. Data collection tools included questionnaires, and the statistical analyses involved frequency distributions, percentages, means, standard deviations, and pairwise comparisons using the LSD method. The findings indicated that respondents were predominantly female, aged 21–30, held a bachelor’s degree, had an average monthly income of 5,000 baht or less, and were mainly students. Overall, customer expectations towards the marketing mix were at the highest level. When considered by aspect, the personnel aspect had the highest average, followed by productivity, price, physical characteristics, process, product, distribution channels, and marketing promotion, respectively. Comparisons of customer expectations towards the marketing mix of minimal-style coffee shop businesses in Loei Municipality, classified by gender, age, education level, average monthly income, and occupation, revealed no significant differences.