This research studied the level of satisfaction in the decision to use premiumcoffee shops. The ACSI (ACSI must be spelled out) model was tasked in Bangkok tocompare Starbucks coffee shop, that has a reputation in Thailand as a foreign country brand and a famous coffee shop, to True’s level, that is a Thai brand. The objective was: 1) to compare the satisfaction service between Starbucks and True coffee along with consumer behavior studies, both by leading brands; and (2)the leading brands adopted the ACSI and ECSI (ECSI must be spelled out) models applied together to measure the relative level of variables in the premium coffee business. In this study, questionnaires were used as a tool to collect data, and used 1,000 people in total classified, by brand, 500 people each, and the brand was used in the data analysis. The results of the study found that of people who stayed in the shop, Starbucks coffee, and True coffee shop, but when the data was analyzed through the ACSI structure by ECSI variables introduced this time, found that the relationship of the variables in a certain structure did not conform to the theory of direct, but indirect relationships were between some variables in the coffee business

Credit : กรวิการ์ แสนหาญ // สัมพันธุ์ จันทร์ดี // เกียรติศักดิ์ สมัครสมาน

https://so05.tci-thaijo.org/index.php/irdssru/article/view/214286