The influence of perceived price and physical environment on customer satisfaction a study on coffee at doi chaang caffé motorway (outbound) in thailand

ASSUMPTION UNIVERSITY OF THAILAND Graduate School of eLearning THE INFLUENCE OF PERCEIVED PRICE AND PHYSICAL ENVIRONMENT ON CUSTOMER SATISFACTION: A STUDY COFFEE OF DOI CHAANG CAFFÉ MOTORWAY (OUTBOUND) IN THAILAND BY PIYAWAN DUMRONGPIRIYAKUN MS 7004 Independent Study Submitted in Partial Fulfillment of the Requirements for the Degree of Master of Science in Management Jun 2017 Research Title: Author: Advisor: Degree: Year: The influence of perceived price and physical environment on customer satisfaction: A study on coffee at Doi Chaang Caffé Motorway (outbound) in Thailand Piyawan Dumrongpiriyakun Assoc Prof Dr Varughese K John Master of Science in Management 2017 Abstract The purpose of this study is to determine the influence of perceived price and physical environment towards customer satisfaction on coffee at Doi Chaang Caffé Bangkok-Chonburi Motorway (outbound) in Thailand Data were collected at Doi Chaang Café Motorway (outbound) branch using online and self-administered questionnaires The samples were selected using convenience sampling and snowball techniques A total of 395 complete and valid questionnaires were collected from self-administered and online questionnaires Both perceived price and physical environment have a positive influence on customer satisfaction at Doi Chaang Caffé Motorway branch; however, the physical environment has a stronger impact on customer satisfaction This paper is useful for café marketers to understand the effect of both variables in order to maximize customer satisfaction and enhance profitability Keywords: Perceived Price, Physical Environment, Customer Satisfaction, Coffee shop and café industry Acknowledgement I’m fortunate to have many instructors for the support of this study I have greatly benefitted from the advice of Assoc Prof Dr Varughese K John, my advisor, and through the guidance of Dr Piyathida Praditbatuga, the Program Director It is with great pleasure that I acknowledge the supportive comments of the committee members Assoc Prof Dr Grai Phongam and Dr.Thanawan Phongsatha The study would not be successful and complete without their comments and suggestions Furthermore, I am grateful to Dr Satha Phongsatha for his guidance through the research workshop I am greatly obliged to the management of Doi Chaang Caffe Motorway (outbound) branch for their cooperation and assistance in collecting data from their customers Definitely, no list of acknowledgment would be complete without expressing a word of thanks to my friends and classmates who have assisted, motivated, and been involved in this study I wish to thank everyone who has given me great support throughout this study Table of Contents Abstract Acknowledgement Table of Contents List of Tables List of Figures CHAPTER INTRODUCTION 1.1 Background of the Study 1.2 Background of Doi Chaang Caffé 1.2 Statement of the Problem 1.3 Research Objective 10 1.4 Research Question 11 1.5 Significance of the Research 11 1.6 Scope of the Research 12 1.7 Limitation of the Research 13 1.8 Definitions of Terms 14 1.9 Organization of Research Chapters 15 CHAPTER LITERATURE REVIEW 16 2.1 Overview of Coffee Shops Industry 16 2.2 Theoretical Foundation 18 2.2.1 Perceived Price 18 2.2.2 Physical Environment 20 2.2.3 Customer Satisfaction 22 2.3 Previous Related Research 25 2.4 Conceptual Framework 32 2.5 Research Hypothesis 33 2.6 Operationalization of Variables 34 CHAPTER RESEARCH METHODOLOGY 36 3.1 Research Design 36 3.2 Population and Sample 37 3.3 Research and Measuring Instrument 40 3.4 Pretest, Reliability Test 41 3.5 Collection of Data 43 3.6 Data Processing and Analysis 44 CHAPTER DATA ANALYSIS AND RESULTS 45 4.1 Reliability Test 45 4.2 Profile of the Respondents 46 4.3 Mean Evaluation of Variables 48 4.4 Hypothesis Testing 52 CHAPTER CONCLUSION AND RECOMMENDATIONS 56 5.1 Summary of the Research 56 5.2 Discussion of the Research Finding 57 5.3 Answer to Research Question 59 5.4 Implication for Practice 60 5.5 Recommendation for Future Research 61 REFERENCES 63 APPENDIX A: QUESTIONNAIRES 67 APPENDIX B: RELIABILITY TEST 73 APPENDIX C: DESCRIPTIVE STATISTICS 78 APPENDIX D: REGRESSION ANALYSIS 81 APPENDIX E: LIST OF THE TOP COFFEE CONSUMPTION BY NATION 83 List of Tables Table 2.6 Operational Definition of Variables Table 3.1 Values of z for 95% and 99% Level of Confidence Table 3.2 Coefficient Alpha (α) and Reliability Indication Table 3.3 The Result of the Reliability Measurement Pretest Table 4.1.1 Reliability of the Measurement Scale Table 4.2.1 Profile of the Respondents Table 4.3.1 Arbitrary Level of variables, Mean Score Range and Interpretation Table 4.3.2 Descriptive Statistic of Perceived Price Table 4.3.3 Descriptive Statistic of Physical Environment Table 4.3.4 Descriptive Statistic of Customer Satisfaction Table 4.4.1 Summary of SLR and Hypotheses Testing Results Table 5.2.2.1 Summary Item Means of Variables and Interpretation List of Figures Figure 1: Conceptual Framework CHAPTER INTRODUCTION 1.1 Background of the Study Coffee is booming in Bangkok Given that coffee shops have become today’s new trend, Dunne et al (2010) suggested that key elements in marketing include price, store lay out design, merchandise, promotion, people, and customer service Kotler and Keller (2009) argue for an integrated approach, indicating that shop’s marketing decisions involve target market, product, service provided by store atmosphere, price, place, promotion, and personnel American Marketing Association presidential address coined the term, "marketing mix", in 1953 Marketing Mix’ is also referred and known as the Four P's i.e product, price, place of distribution, and promotion These are the primary ingredients of a marketing strategy, and as a means of translating marketing planning into practice McCarthy (1960) was first to suggest the four P's Price and place of distribution are part of the fundamental concept of marketing mix, which is the set of controllable marketing variables that the firm blends to produce the response it wants in the target market In the field of marketing there are various aspects of interests like products, prices, places, persons, services, events, promotions, ideas, communication, etc This study has focused on the influences of the two dimensions of marketing, namely perceived price and physical environment, to achieve highest customer satisfaction and with the purpose of bringing traffic into the café as well as increasing market share and profitability in the long run The Bangkok-Chonburi outbound area is an extremely competitive area in regards to coffee shops and the café business a whole; marketers crucially need to understand about their customers’ satisfaction and need to adopt strategies to remain competitive in their business 1.2 Background of Doi Chaang Caffé Doi Chaang Coffee is the Royal Projects initialed by His Majesty King Bhumibol Adulyadej after his first visit to Hmong villages in 1967 The King decided that the hill tribes should stop growing poppies for opium Starting from the small village of Doi Chaang, the home of an Akha hill tribe at Chang Rai province in the North of Thailand, Arabica is grown and produced by the Akha hill tribe famers in the Golden Triangle Mountains where the climate, soil composition, and geographical position were in optimal balance to produce world-class coffee In Thailand, there are total 22 franchisees of Doi Chaang Caffés including branches located in Bangkok and nearby Doi Chaang Caffé Motorway (outbound) Doi Chaang Caffé (Kwan Riam Floating Market) Doi Chaang Caffé (Bank for Agriculture and Agricultural Cooperatives, Bang Khen) Doi Chaang Caffé (Sai Noi) Doi Chaang Caffé (Thai Airways Head Office) Doi Chaang Caffé (Don Muang Airport) Doi Chaang Caffé (Laksi) Around 300 Doi Chaang coffee shops throughout Thailand purchase coffee beans and rent a logo from Doi Chaang’s company However, most of the coffee shops in Thailand have not been yet renewed to be a franchisee under Doi Chaang Master, the franchiser The finest coffee bean from Doi Chaang is a single-estate 100% Arabica, which is grown and produced by a north-eastern Thailand hill tribe known as the “Akha” in the Golden Triangle mountains in the Chiang Rai Province They sell their beans in Thailand as well as export to Japan, Australia, Canada, and is also now available at Harrods’s, London 1.2 Statement of the Problem To survive in an intensively competitive environment such as the Motorway outbound area, it is vital that the marketer understands customer satisfaction In order to gain a competitive advantage in today’s market, offering good products and services is not enough to attract and retain customers In the highly competitive coffee shop and café business at the meeting point around the Motorway outbound area, what are the hottest marketing strategies for ensuring success in attracting customers into the café and increasing its sales? Special consideration must be given to accomplishing this through the use of pricing, physical environment strategies, and gaining highest customer satisfaction in the long term Kotler (2009, pp 425) indicated that price has operated as the major determinant of buyer choice Consumers often process interpreting prices from purchasing experience and point of purchase Non-price factors such as point-ofpurchase, where the products and services are delivered, has become a more important element in determining customer satisfaction, which consequently brings more traffic to the café and increases market share as well as profitability How cafés survive in this highly competitive market in that zone? And how cafés achieve customer satisfaction? The primary key is to understand what creates customer satisfaction The marketers should emphasize delivering satisfaction to consumers in order to create positive word-of-mouth, which will result in repeat sales and increases in return profit Perceived price is the encoded price by the consumer (Zeithaml 1988) Prices are often set to satisfy demand or to reflect the willingness to pay for product or services by the customer Price is one of the elements in the marketing mix (Product, Price, Place and Promotion) determining market share and profitability Perhaps, price is the easiest element of the marketing program to adjust and takes a shorter time than other elements such as product features, channels, or even promotion (Kotler, 2009) เรี ยน ผูต้ อบแบบสอบถาม แบบสอบถามนี้จดั ทาเพื่อ ศึกษาความสัมพันธ์ระหว่างความพึงพอใจด้านราคาและ สภาพแวดล้อม ของร้านดอยช้างคาเฟ่ สาขามอเตอร์เวย์ขาออก กรุ งเทพมหานคร การศึกษาครั้ง นี้ เป็ นส่ วนหนึ่งของหลักสู ตรปริ ญญาโท สาขาวิทยาศาสตร์การจัดการ มหาวิทยาลัย อัสสัมชัญ กรุ ณาตอบตามความรู ้สึกและทัศนะคติที่แท้จริ งของท่าน ข้อมูลนี้จะนามาเพื่อใช้ในการศึกษา เท่านั้น คำถำมเกริ่นนำ คุณเคยดื่มกาแฟดอยช้างคาเฟ่ สาขามอเตอร์ เวย์    ครั้งแรก ไม่เคยดื่ม (จบแบบสอบถาม) เคย มากกว่า ครั้ง ส่ วนที่ : เห็นด้วย ปำนกลำง ไม่ เห็นด้วย ไม่ เห็นด้วย อย่ำงยิ่ง เรื่อง เห็นด้วย อย่ำงยิ่ง กรุณำเลือกระดับควำมเห็นของท่ำนทีม่ ตี ่ อข้ อควำมแต่ละข้ อ 5 รำคำรับรู้ ราคากาแฟของร้าน สมเหตุสมผล The coffee prices at this café are reasonable ราคากาแฟที่จ่ายไปถือว่าเหมาะสม The price charged by this café for coffee is appropriate เปรี ยบเทียบกับร้านกาแฟใกล้เคียง ราคากาแฟที่จ่ายไปถือว่า เหมาะสม The coffee price charged by this café is appropriate as compared to coffee shops nearby 70 เห็นด้วย อย่ำงยิ่ง เห็นด้วย ปำนกลำง ไม่ เห็นด้วย ไม่ เห็นด้วย อย่ำงยิ่ง สภำพแวดล้อมของร้ ำน 5 5 1 ร้านออกแบบและตกแต่งภายในดึงดูดความสนใจ The café has attractive interior design and décor ร้านเปิ ดเพลงเพราะถูกใจ The background music is pleasing ร้านกาแฟสะอาด The café area is very clean พนักงานร้านแต่งตัวเรี ยบร้อยดี Employees are neat and well dressed เห็นด้วย ปำนกลำง ไม่ เห็นด้วย ไม่ เห็นด้วย อย่ำงยิ่ง ควำมพึงพอใจของลูกค้ ำ เห็นด้วย อย่ำงยิ่ง ส่ วนที่ 5 1 โดยรวม ร้านกาแฟดอยช้างทาให้ฉน ั อารมณ์ดี Overall, this café puts me in a good mood ฉันมีความสุ ขกับการนัง่ ดื่มกาแฟที่ร้านกาแฟดอยช้าง I have really enjoyed sitting and drinking coffee at this café 3.ฉันรู ้สึกพอใจกับประสบการณ์โดยรวมที่ร้านกาแฟดอยช้าง I’m satisfied with my overall experience at this café ส่ วนที่ 3: ข้ อมูลส่ วนตัว 1) เพศ  ชาย 2) อายุ  ต่ากว่า 18 ปี  30- 35 ปี  48 ปี ขึ้นไป 3) คุณซื้ อกาแฟดื่ม  ทุกวัน  เป็ นครั้งคราว  หญิง  18-23 ปี  36-41 ปี  1-3 ครั้งต่อสัปดาห์ 71  24-29 ปี  42-47 ปี  4-6 ครั้งต่อสัปดาห์ 4) คุณมักจะซื้ อกาแฟราคาถ้วยละ   ไม่เกิน 45 บาท ไม่เกิน 120 บาท 5) รายได้ต่อเดือน  ไม่เกิน 15,000 บาท  50,001-75,000 บาท   ไม่เกิน 70 บาท 120 บาทขึ้นไป  15,000-25,000 บาท  75,001-100,000 บาท 6) คุณชอบดื่มกาแฟ (ระบุได้มากกว่า ข้อ)  ร้อน 7) 7) กาแฟที่คุณชอบ (ระบุได้มากกว่า ข้อ) เอสเพรสโซ่ เอสเพรสโซ่ มากีอาโต้ อเมริ กาโน่ คาปูชิโน่ ลาเต้ มอคค่า คาราเมล ลาเต้ กาแฟเย็นดอยช้าง 72  เย็น  ไม่เกิน 95 บาท  25,001-50,000 บาท  มากกว่า 100,000บาท  ปั่ น APPENDIX B: RELIABILITY TEST RELIABILITY /VARIABLES=item1 item2 item3 /SCALE('ALL VARIABLES') ALL /MODEL=ALPHA /STATISTICS=DESCRIPTIVE SCALE CORR /SUMMARY=TOTAL MEANS Case Processing Summary N Cases Valid % 395 100.0 0 395 100.0 a Excluded Total a Listwise deletion based on all variables in the procedure Reliability Statistics Cronbach's Alpha Based on Cronbach's Standardized Alpha Items 894 N of Items 897 Item Statistics Mean Std Deviation N item1 3.6430 76846 395 item2 3.6810 77363 395 item3 3.6810 87231 395 Inter-Item Correlation Matrix item1 item2 item3 item1 1.000 803 704 item2 803 1.000 725 item3 704 725 1.000 73 Summary Item Statistics Maximum / Mean Item Means Minimum 3.668 Maximum 3.643 Range 3.681 Minimum 038 Variance 1.010 000 Item-Total Statistics Corrected Item- Squared Cronbach's Scale Mean if Scale Variance Total Multiple Alpha if Item Item Deleted if Item Deleted Correlation Correlation Deleted item1 7.3620 2.338 808 676 837 item2 7.3241 2.296 825 695 823 item3 7.3241 2.143 753 568 891 Scale Statistics Mean Variance 11.0051 Std Deviation 4.827 N of Items 2.19713 RELIABILITY /VARIABLES=item4 item5 item6 item7 /SCALE('ALL VARIABLES') ALL /MODEL=ALPHA /STATISTICS=DESCRIPTIVE SCALE CORR /SUMMARY=TOTAL MEANS Case Processing Summary N Cases Valid a Excluded Total % 395 100.0 0 395 100.0 a Listwise deletion based on all variables in the procedure 74 N of Items Reliability Statistics Cronbach's Alpha Based on Cronbach's Standardized Alpha Items N of Items 847 855 Item Statistics Mean Std Deviation N item4 4.3544 69512 395 item5 4.0228 80101 395 item6 4.4886 65435 395 item7 4.4759 63029 395 Inter-Item Correlation Matrix item4 item5 item6 item7 item4 1.000 555 656 616 item5 555 1.000 497 481 item6 656 497 1.000 764 item7 616 481 764 1.000 Summary Item Statistics Maximum / Mean Item Means 4.335 Minimum Maximum 4.023 Range 4.489 Minimum 466 Variance 1.116 047 Item-Total Statistics Corrected Item- Squared Cronbach's Scale Mean if Scale Variance Total Multiple Alpha if Item Item Deleted if Item Deleted Correlation Correlation Deleted item4 12.9873 3.104 717 518 791 item5 13.3190 3.076 578 347 862 item6 12.8532 3.166 751 643 779 item7 12.8658 3.289 724 611 792 75 N of Items Scale Statistics Mean Variance 17.3418 Std Deviation 5.342 N of Items 2.31134 RELIABILITY /VARIABLES=item8 item9 item10 /SCALE('ALL VARIABLES') ALL /MODEL=ALPHA /STATISTICS=DESCRIPTIVE SCALE CORR /SUMMARY=TOTAL MEANS Case Processing Summary N Cases Valid % 395 100.0 0 395 100.0 a Excluded Total a Listwise deletion based on all variables in the procedure Reliability Statistics Cronbach's Alpha Based on Cronbach's Standardized Alpha Items 926 N of Items 926 Item Statistics Mean Std Deviation N item8 4.1570 68388 395 item9 4.1468 70438 395 item10 4.1747 69250 395 76 Inter-Item Correlation Matrix item8 item9 item10 item8 1.000 811 783 item9 811 1.000 827 item10 783 827 1.000 Summary Item Statistics Maximum / Mean Item Means Minimum 4.159 Maximum 4.147 Range 4.175 Minimum 028 1.007 Variance N of Items 000 Item-Total Statistics Corrected Item- Squared Cronbach's Scale Mean if Scale Variance Total Multiple Alpha if Item Item Deleted if Item Deleted Correlation Correlation Deleted item8 8.3215 1.782 834 698 905 item9 8.3316 1.689 867 752 878 item10 8.3038 1.745 846 721 895 Scale Statistics Mean 12.4785 Variance 3.773 Std Deviation N of Items 1.94242 77 APPENDIX C: DESCRIPTIVE STATISTICS Descriptive Descriptive Statistics N Minimum Maximum Mean Std Deviation AvgPP 395 2.00 5.00 3.6684 73238 AvgPE 395 2.25 5.00 4.3354 57783 AvgCusSat 395 2.67 5.00 4.1595 64747 Valid N (listwise) 395 Frequencies Statistics 1stTime here? N Valid Sex Age HowOftenBuy PreferablyPay Income 395 395 395 395 395 395 0 0 0 Missing Have you ever been drinking coffee at Doi Chaang Caffé Motorway branch? Cumulative Frequency Valid Percent Valid Percent Percent 1st time 185 46.8 46.8 46.8 > times 210 53.2 53.2 100.0 Total 395 100.0 100.0 Gender Cumulative Frequency Valid Percent Valid Percent Percent Male 175 44.3 44.3 44.3 Female 220 55.7 55.7 100.0 Total 395 100.0 100.0 78 Age Cumulative Frequency Valid below 18 Percent Valid Percent Percent 3 18 - 23 13 3.3 3.3 3.5 24 - 29 72 18.2 18.2 21.8 30 - 35 112 28.4 28.4 50.1 36 - 41 90 22.8 22.8 72.9 42 - 47 56 14.2 14.2 87.1 48 above 51 12.9 12.9 100.0 395 100.0 100.0 Total I usually buy coffee … Cumulative Frequency Valid Everyday Percent Valid Percent Percent 190 48.1 48.1 48.1 - per week 73 18.5 18.5 66.6 -6 per week 33 8.4 8.4 74.9 Occasionally 99 25.1 25.1 100.0 395 100.0 100.0 Total Preferably money spending for a cup of coffee Cumulative Frequency Valid Percent Valid Percent Percent less than 45 40 10.1 10.1 10.1 less than 70 160 40.5 40.5 50.6 less than 95 79 20.0 20.0 70.6 less than 120 88 22.3 22.3 92.9 more than 120 28 7.1 7.1 100.0 395 100.0 100.0 Total 79 Monthly Income Cumulative Frequency Valid Percent Valid Percent Percent less than 15,000 18 4.6 4.6 4.6 15,001 - 25,000 66 16.7 16.7 21.3 25,001 - 50,000 144 36.5 36.5 57.7 50,001 - 75,000 68 17.2 17.2 74.9 75,001 - 100,000 40 10.1 10.1 85.1 Above 59 14.9 14.9 100.0 395 100.0 100.0 Total 100,000 80 APPENDIX D: REGRESSION ANALYSIS Simple Linear Regression Analysis of Perceived Price Model Summary Adjusted R Model R 540a Std Error of R Square Square the Estimate 292 54564 290 a Predictors: (Constant), AvgPP ANOVAa Sum of Model Squares df Mean Square F Sig Regression 48.168 48.168 000b Residual 117.006 393 298 Total 165.174 394 161.788 a Dependent Variable: AvgCusSat b Predictors: (Constant), AvgPP Coefficientsa Model Unstandardized Standardized Coefficients Coefficients B Std Error (Constant) 2.408 140 AvgPP 038 477 Beta 540 a Dependent Variable: AvgCusSat 81 t Sig 17.152 000 12.720 000 Simple Linear Regression Analysis of Physical Environment Model Summary Adjusted R Model R 636a Std Error of R Square Square the Estimate 404 50047 403 a Predictors: (Constant), AvgPE ANOVAa Sum of Model Squares df Mean Square F Sig Regression 66.739 66.739 000b Residual 98.435 393 250 Total 165.174 394 266.454 a Dependent Variable: AvgCusSat b Predictors: (Constant), AvgPE Coefficientsa Model Unstandardized Standardized Coefficients Coefficients B Std Error (Constant) 1.072 191 AvgPE 044 712 Beta 636 a Dependent Variable: AvgCusSat 82 t Sig 5.615 000 16.323 000 APPENDIX E: LIST OF THE TOP COFFEE CONSUMPTION BY NATION Data by euromonitor.com in 2013 revealed the list of the top coffee consumption by nation (http://www.caffeineinformer.com/caffeine-what-theworld-drinks) Top Coffee Consuming Countries Finland: 9.6 kg per capita Norway: 7.2 kg per capita Netherlands 6.7 kg per capita Slovenia: 6.1 kg per capita Austria: 5.5 kg per capita Serbia: 5.4 kg per capita Denmark: 5.3 kg per capita Germany: 5.2 kg per capita Belgium: 4.9 kg per capita 10 Brazil: 4.8 kg per capita 11 Bosnia-Herzegovina: 4.3 kg per capita 12 Estonia: 4.2 kg per capita 13 Switzerland: 3.9 kg per capita 14 Croatia: 3.8 kg per capita 15 Dominican Republic: 3.7 kg per capita 16 Costa Rica: 3.7 kg per capita 17 Macedonia: 3.6 kg per capita 18 Italy: 3.4 kg per capita 19 Canada: 3.4 kg per capita 20 Lithuania: 3.3 kg per capita 21 France: 3.2 kg per capita 22 USA: 3.1 kg per capita 23 Poland: 3.1 kg per capita 24 Hungary: 3.1 kg per capita 25 Spain: kg per capita 26 South Korea: 2.6 kg per capita 27 Algeria: 2.6 kg per capita 28 Australia: 2.6 kg per capita 29 Portugal: 2.6 kg per capita 30 Slovakia: 2.5 kg per capita 31 Latvia: 2.5 kg per capita 83 32 Greece: 2.4 kg per capita 33 Czech Republic: 2.3 kg per capita 34 Bulgaria: 2.3 kg per capita 35 Tunisia: 2.2 kg per capita 36 Singapore: 2.1 kg per capita 37 Guatemala: kg per capita 38 Romania: 1.9 kg per capita 39 Israel: 1.8 kg per capita 40 The UK: 1.7 kg per capita 41 Thailand: 1.6 kg per capita 42 Venezuela: 1.6 kg per capita 43 Japan: 1.5 kg per capita 44 Colombia: 1.4 kg per capita 45 Malaysia: 1.3 kg per capita 46 Hong Kong: 1.3 kg per capita 47 New Zealand: 1.3 kg per capita 48 Georgia: 1.3 kg per capita 49 Philippines: 1.2 kg per capita 84 ... (outbound) in Thailand Ha2 Physical environment influences customer satisfaction towards coffee at Doi Chaang Caffé Motorway (outbound) in Thailand 33 2.6 Operationalization of Variables Operationalization... satisfaction of coffee at Doi Chaang Caffé Motorway (outbound) in Thailand To determine whether the physical environment has an influence on customer satisfaction of coffee at Doi Chaang Caffé Motorway. .. satisfaction towards coffee at Doi Chaang Caffé Motorway (outbound) in Thailand H02 Physical environment does not influence customer satisfaction towards coffee at Doi Chaang Caffé Motorway (outbound)