The Satisfaction of Users of KSA Café

Abstract

The objectives of this research are 1) to study consumer behavior in decision-making to purchase KSA Cafe service 2) to study the satisfaction of KSA Café’s customers and 3) to propose guidelines for developing marketing strategies of KSA cafe entrepreneur. The sample group was 250 customers who purchased KSA Cafe service. The statistics used in this research were percentage, mean, standard deviation.

          The results showed that consumer behavior in decision making to purchase a service at KSA shop was mainly affected by the products. It was found that customers who purchased the KSA cafe service focused on the products at the highest level in overall, comprising the quality of fresh ingredients, the taste of KSA Cafe's drinks and the beauty of the packaging. The satisfaction of KSA Café’s customers found that they were satisfied with the service staff. It was found that KSA Café’s customers emphasized the satisfaction of the service staff at the highest level in overall in terms of their politeness and friendliness and prompt and hospitality service.