TY - JOUR AU - ทวินันท์, กาญจนา AU - ธรรมพัฒนากูล, มนตรี AU - ชูสุวรรณ์, สิทธิชัย AU - โตแทนสมบัติ, สุกัญญา PY - 2019/06/27 Y2 - 2024/03/29 TI - Service Quality and Corporate Social Responsibility Affecting on Customer Satisfaction of Starbucks Coffee Shop at Central Plaza Phitsanulok JF - Business Review Journal JA - bus. rev. j. VL - 11 IS - 1 SE - Research Articles DO - UR - https://so01.tci-thaijo.org/index.php/bahcuojs/article/view/198233 SP - 35-54 AB - <p>At present, the coffee shop is a business with a growth rate and able to generate revenue<br>for numerous entrepreneurs affects a more intense competition which entrepreneurs in the coffee<br>business have to adjust their marketing strategies to carry on with the dynamic situation. The purpose<br>of this research was; 1) to study the factors of service quality that affect the customers’ satisfaction<br>of Starbucks Coffee Shop at Central Plaza Phitsanulok and 2) to study corporate social responsibility<br>factors that affect customers’ satisfaction of Starbucks Coffee Shop at Central Plaza Phitsanulok. This<br>study was the quantitative research and questionnaires were constructed as a tool to measure the data<br>of the study. The data were collected from 400 consumers of Starbucks Coffee Shop at Central<br>Plaza Phitsanulok by convenience Sampling. The data was analyzed by percentage, mean, standard<br>deviation and multiple regression analysis. The results of the study found that service quality factors<br>which consisted of tangibility, assurance and empathy as well as corporate social responsibility<br>factors which included ethics, philanthropy, and environment were affected to customers’ satisfaction<br>at Central Plaza Phitsanulok with the significance level .05. As a result, the data from the study is<br>considered beneficial and can be used as a guideline in the development planning for businesses<br>marketing strategies as well as generating the customer satisfaction in the service and the ability in<br>the competitiveness of the business in the future.</p> ER -