The Influence of Organization Image on Consumer’s Loyalty of Starbucks Coffee in Phra Nakhon Si Ayutthaya

Abstract

          The objectives of this study were 1) to study perception level of organization image and the consumer’s loyalty of Starbucks Coffee in Phra Nakhon Si Ayutthaya Province; 2) to study the influence of the organization image affecting the consumer’s loyalty of Starbucks Coffee in Phra Nakhon Si Ayutthaya Province. This study was quantitative research. The samples were 400 consumers of Starbucks Coffee in Phra Nakhon Si Ayutthaya Province by purposive sampling. The Data collection was conducted with a questionnaire. The Data were analyzed by descriptive statistics, namely; frequency, percentage, mean, and standard deviation. Besides, the hypotheses test was conducted with multiple regression analysis. The results showed that the consumers had a high perception level regarding the organization image in every aspect, consisting of organization identity, reputation, services, physical environment, and interpersonal contact. Besides, consumer’s loyalty had perception at a high level. Moreover, the influence of the organization image could jointly explain consumer’s loyalty as 37 percent, from Adjusted R² = 0.37, which is composed of organization identity, interpersonal contact, reputation, and physical environment that have affected the consumer’s loyalty of Starbucks Coffee in Phra Nakhon Si Ayutthaya with statistical significance. However, the results of this study can be used as guidelines to promote and develop the image of Starbucks Coffee to be in line with the recognition and lead to consumer’s loyalty.