The Customer Experience Affecting Customer Satisfaction, Word-of-Mouth, and Repurchase Intention of Franchise Coffee Shop: Udon Thani Municipality

Abstract

The objectives of this research were: 1) to study the levels of customer experience, customer satisfaction, word-of-mouth, and repurchase intention in franchise coffee shops located in Udon Thani Municipality, 2) to examine the influence of customer experience on repurchase intention, with customer satisfaction and word-of-mouth as mediating variables; and 3) to explore possible strategies for improving customer experience in franchise coffee shops in order to enhance satisfaction, word-of-mouth and repurchase intention. This research used mixed methods approach, consisting of two phases. The first phase, quantitative phase, collected data from customers who had recently purchased from the franchise coffee shops in Udon Thani Municipality, including Café Amazon, Inthanin, and Punthai, from 400 consumers via questionnaires. The data were analyzed using descriptive statistics and Partial Least Squares Structural Equation Modeling (PLS-SEM). The second phase, qualitative phase, consisted of in-depth interviews with six consumers and were analyzed using content analysis. The quantitative findings revealed that respondents reported high levels of customer experience, satisfaction, word-of-mouth and repurchase intention. Customer experience statistically influenced customer satisfaction at the 0.05 significant level. Moreover, customer satisfaction acted as a key mediating factor in the relationship between customer experience and both word-of-mouth and repurchase intention, reflecting a high level of overall satisfaction. The qualitative results indicated that franchise coffee shops possess strengths in service accessibility, efficient service procedures, and a well-managed physical environment. However, customers expressed concerns about inconsistency in taste and the quality of service provided by the staff. The coffee shop should maintain the consistency of product quality and ensuring friendly service to enhance customer satisfaction, foster positive word-of-mouth, and encourage repurchases intention.