การศึกษารูปแบบการตลาดบริการของร้านกาแฟสไตล์บูทีค: กรณีศึกษาเขตอำเภอเมือง จังหวัดเชียงใหม

Authors

ผศ.ดร.เจริญชัย เอกมาไพศาล, นายทวิช พงศกรวสุ

Published

Panyapiwat Journal

Abstract

The objectives of this research were (1) to study marketing strategies used by downtown (urban central business district) boutique coffee shops; (2) to investigate the key factors that contributed of the downtown boutique coffee shops’ success; and (3) to develop development plans for downtown boutique coffee shops in Chiang Mai. The qualitative research methods applied for the study included in-depth interviews conducted with 15 downtown coffee shop owners. The interview questions posed to the shop owners were based on theories of servicescape and marketing, as validated by specialists and previously published scholarship.

The results found that most boutique coffee shop owners have little knowledge of service marketing strategies. Each coffee shop seemed to rely on its own style in terms of service marketing strategy, based on the location and the shop owners’ experience and personality. However, all the coffee shops focused intensely on service and product quality, and the operational aspects of each shop evidenced some consistency with some of the 7 P’s, particularly regarding product and physical evidence.

(2560). การศึกษารูปแบบการตลาดบริการของร้านกาแฟสไตล์บูทีค: กรณีศึกษาเขตอ าเภอเมือง จังหวัดเชียงใหม. Panyapiwat Journal, 2017(3), 107-119.