Entrepreneurship and Success of Small Milk Tea Shop Business in Dusit District, Bangkok

Abstract

         The researcher hypothesized that Entrepreneurship of a small milk tea business owner in the case study there must be a relationship with the success of the business. Therefore, this research was conducted with the objectives to 1) study the entrepreneurship of small milk tea shop operators in Dusit District, Bangkok; 2) to study the relationship between Entrepreneurship and customer impression and loyalty; and 3) giving recommendation for improvements to the milk tea shop business to further impress more customers. Research is a mixed research method—quantitative research method, data were collected by distributing questionnaires from 400 customers with 5% tolerance (Yamane, 1976) and qualitative methods, data were collected by interviewing business operators in case studies in Dusit District, Bangkok area.
         The research found that: 1) the skills of the entrepreneurs in the case study consisted of knowledge about milk tea business to educate customers and support sales, communication skills that must be both a good speaker and listener, In terms dedication in doing business, the operators showing their diligent by opening the shop early and staying until evening, and being a knowledgeable person, able to tell stories, this feature makes customers interested and being fun to talk to; 2) the relationship between Entrepreneurship Skills and Success in Customers Impression and Loyalty, it was found that over 60% of respondents strongly agreed and agreed that they were impressed and loyal, all skills set were statistically correlated with Customers Impression and Loyalty (p < 0.05); and 3) suggestions to improve the milk tea shop business to make more impression on customers, entrepreneurs should enhance their communication skills with an emphasis on being a good listener and the store should be tidied, looking bright and clean, these will help to strengthen the customer's impression and loyalty in the future.