這項研究的目的是基於7P的營銷組合模型，研究對顧客對CaféAmazon的購買決策產生積極影響的因素，本研究的樣本量為415位在曼谷Café Amazon體驗過服務的顧客。通過便利抽樣方法收集。在線調查是用於收集數據的工具。通過描述性統計方法和探索性因素分析（EFA）分析數據。研究發現：（1）大多數受訪者是女性，年齡在41歲以上，大學本科學歷，是私人僱員，月收入在20,001-30,000泰銖之間。（2）客戶行為和曼谷咖啡廳的購買決定；大多數人在工作日的12.01– 15.00 點,內每月訂購1-2次茶。他們每次花費大約51 – 100泰銖，大部分是外賣訂單。他們之所以選擇Café Amazon，是因為他們的位置便利，並同意Café Amazon應該改進產品，他們的決策不受任何人的影響，並且他們願意向其他人推薦該品牌。（3）現有的營銷組合因素已經存在。 （4）採用EFA方法，形成了新的6組因子。1.在服務時間和地點以及外部特徵方面的適用性； 2.員工素質和服務流程。 3.市場推廣和會員制，4.合理公平的價格，5.產品和包裝的質量和品種，6.為客戶準備的設施。

The objectives of this study is to examine the factors that have positive impact on customers purchasing decision at Café Amazon based on the 7P's Marketing Mix Model.The sample size of this study was 415 customers who experienced the service at Café Amazon in Bangkok.The data were collected by convenience sampling method. Online survey is the tool that used to collect the data. Data was analyzed by descriptive statistic methods and the exploratory factor analysis (EFA). The study found that (1) The majority of the respondents are females, aged over 41 years old, education level in Bachelor’s degree, worked as private employees with the monthly income between the range of 20,001–30,000 baht.(2) Customers behavior and purchasing decision at Café Amazon in Bangkok; most of them ordered tea 1-2 times per month on the weekdays during 12.01 p.m. – 3.00 p.m.They spend approximately 51 – 100 baht each time, mostly order for take away. They choose Café Amazon because the location is accessible and they agreed that Café Amazon should improve the product,their decision making is influenced by no one and they willing to suggest the brand to others.(3) The marketing mix factors in place is in the highest level among all of the factor.(4) By using EFA method, new 6 groups of factors were forming; 1.Suitability in terms of service time and location & External characteristics, 2.Staff quality and service process. 3. Marketing promotion and membership system, 4.Reasonable and fair price, 5. quality and variety of products and packaging, 6. Preparation of facilities for customers.

Table of Contents
中文摘要 (Abstract)……………………………………………………………………………..I
Abstract……………………………………………………………….………II
Acknowledgement…………………………………………………………..III
List of Figures……………………………………………..…………………..VI
List of Tables……………………………………………...………………...VIII
1. Introduction…………………………………………………………………1
    1.1 Background……………………….….……………...……………………1
    1.2 Purpose of the Study……………….……………………………………..4
    1.3 Research Questions………………….……………...………..…………..4
    1.4 Research Flow……………..………………………...………..…………..5
2. Literature Review……………………………………………………………6
2.1 History and information about Cafe Amazon…………..…………………6
2.2 Concepts and theories about Customer Buying Behavior………………12
2.3 Concepts and theories about Customers’ Satisfaction…………………...19
2.4 Concepts and theories about Marketing Mix 7P’s………………………..22
3. Research Methodology…………………………………………………….26
    3.1 Population and Sample Selection……………………………………….26
3.2 Research Instruments……………………………………………………28
3.3 Data Collection…………………………………………………………..32
3.4 Data Analysis………………………..…………………………………..32

4. Result……………………………..…………………………………………35
4.1 The results of demographic data analysis………………………………...35
    4.2 The results of the customers behavior…………………………..……....38
      and purchasing decision at Café Amazon in Bangkok.
4.3 The result of evaluating the satisfaction level from ……………………49
       the marketing mix factors on the consumer behavior of Cafe Amazon
4.4 The results of the application of …………………………………………56
      the exploratory factor analysis (EFA)
5. Conclusion and Discussion……………………………………...………….75
5.1 Conclusion…………………………………..………..…………………75
5.2 Discussion……………………………………………………………..83
5.3 Recommendation for Future research………………………………….85
References…………………………………………………………..…………86
Appendix A………………………………………………………………….89
Appendix B………………………………………………………………….94







List of Figures
Figure1-1:  Café Amazon Logo………………………………………………..2
Figure1-2: A comparative graph of income between ………………...…………3
       Café Amazon and Starbucks
Figure2-1: Cafe Amazon in the gas station………………………………….….8
Figure2-2: Original shop (Café Amazon)…………………………..……...…….9
Figure2-3: Stand Alone (Café Amazon)…………………………………………9
Figure2-4: Fresh coffee from Cafe Amazon……………………………………10
Figure2-5: Green tea and Milk tea from Café Amazon…………………………10
Figure2-6: Milk and Chocolate from Café Amazon……………………………10
Figure2-7: Juice and Smoothies from Café Amazon………………………...…11
Figure2-8: Cakes and Bakery from Café Amazon…………………………...…11
Figure2-9: Premium products from Café Amazon…………………………..…11
Figure2-10: Factor Affection Consumer Buying Behavior………………...…..13
Figure2-11: Customer Satisfaction based on Kano Model Maps……………….20
Figure2-12: The Diagram of The American Customer Satisfaction Index….….21
Figure2-11: 7P’s Marketing Mix Model……………………………………….24
Figure3-1: Table of Standard Normal Probabilities for Positive Z-scores……...27
Figure 4-1: The number and percentage of respondents,……………..………..39 
                   classified by the type of beverages they mostly ordered
Figure 4-2: The number and percentage of respondents,……………………..41
        classified by the reason why they choose Café Amazon

Figure 4-3: The number and percentage of respondents,……………………..42
        classified by the frequency of visiting Café Amazon
Figure 4-4: The number and percentage of respondents,……………………..43
        classified by amount spend per visit
Figure 4-5: The number and percentage of respondents,……………………..44 
          classified by the date that participants usually visit Café Amazon
Figure 4-6: The number and percentage of respondents,……………………….45
classified by the period of time customers usually visit Café
Figure 4-7: The number and percentage of respondents,……………………..46
classified by the person who have an influence on their decision in
 selecting coffee shop
Figure 4-8: The number and percentage of respondents,………………………48
classified by the factor that Café Amazon should improve most
Figure 4-9: Scree Plot for the customers satisfaction………………………..….64
         based on the factors in the service marketing mix







List of Tables
Table 3-1: The five-point Likert type scale for scoring a questionnaire………30
Table 3-2: The interpretation of the average score……………………………...31
Table 4-1: The number and percentage of respondents, classified by gender..…35
Table 4-2: The number and percentage of respondents, classified by age………36
Table 4-3: The number and percentage of respondents,………………………36 
                  classified by level of education
Table 4-4: The number and percentage of respondents,………………………37
  	        classified by occupation
Table 4-5: The number and percentage of respondents,………………………...38 
        classified by monthly income
Table 4-6: The number and percentage of respondents,………………………..39
        classified by the type of beverages they mostly ordered
Table 4-7: The number and percentage of respondents,………………………..40
        classified by the reason why they choose Café Amazon
Table 4-8: The number and percentage of respondents,………………………..42
        classified by the frequency of visiting Café Amazon
Table 4-9: The number and percentage of respondents,………………………..43
        classified by amount spend per visit
Table 4-10: The number and percentage of respondents,……………………..44
       	          classified by the date that participants usually visit Café Amazon

Table 4-11: The number and percentage of respondents,……….………………45
         classified by the period of time customers usually visit Café
Table 4-12: The number and percentage of respondents,………………………46 
classified by the person who have an influence on their decision in              
selecting coffee shop
Table 4-13: The number and percentage of respondents,……………………..47 
classified by the service behavior
Table 4-14: The number and percentage of respondents,………………………47
classified by the factor that Café Amazon should improve most
Table 4-15: The number and percentage of respondents……………………….48 
who are willing to recommend the brand to others
Table 4-16: The overall level of satisfaction of the participant…………………49
based on marketing mix
Table 4-17: The level of satisfaction of the participant………….…….……….50
based on product element of marketing mix
Table 4-18: The level of satisfaction of the participant…….…………………51
based on price element of marketing mix
Table 4-19: The level of satisfaction of the participant.………………..……….52
based on place element of marketing mix
Table 4-20: The level of satisfaction of the participant………………………...53
based on promotion element of marketing mix

Table 4-21: The level of satisfaction of the participant……………...………….54
based on people element of marketing mix
Table 4-22: The level of satisfaction of the participant…………………………55
based on physical evidence element of marketing mix
Table 4-23: The level of satisfaction of the participant…………………………55
based on process element of marketing mix
Table 4-24: KMO and Bartlett's Test of Sphericity………………………..……57
Table 4-25: The abbreviations of marketing mix factors……………..……..….58
Table 4-26: Total variance explained…………………………………………..61
Table 4-27: Rotated Component Matrix………………………………………66
Table 4-28: Forming a new group of factors divided by……………..………..69
the factor loading of each item
Table 4-29: Reliability statistics of the new groups of factors…….……………74

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