The Factors affecting Customer Satisfaction and Repurchase Intention: A Case Study of Bubble Tea in Bangkok, Thailand

Abstract

The purpose of this study is to examine the factors that influence customer satisfaction and repurchase intent using Bubble Tea as a case study in Bangkok, Thailand. The following are the objectives of this research, which include each variable: (1) Identify the effect utilitarian value has on customer satisfaction. (2) To examine the relationship between perceived value and customer satisfaction. (3) To determine how product quality affects customer satisfaction. (4) To examine the relationship between hedonic value and customer satisfaction. (5) To ascertain the effect of knowledge of customer satisfaction on repurchase intent. (6)To ascertain the effect of utilitarian value on the intention to repurchase. (7) To ascertain the effect of knowledge of hedonic value on repurchase intention. The sample (402 respondents) was collected from online questionnaires by using convenience sampling technique. The data were analyzed by using multiple linear regression to confirm the hypotheses testing. The results revealed perceived value, product quality, hedonic value has significant effect on customer satisfaction while utilitarian value has non-significant effect on customer satisfaction. For repurchase intention, the findings revealed that utilitarian value and hedonic value have significantly effect on repurchase intention in bubble tea