full2010.pdf - page 1893

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Abstract
This study was conducted to study the comparison of customer’s satisfaction towards the service of
Sarbuck coffee shop and Black canyon coffee shop in Hua Hin, Province Prajuabkirikun. The study group
consisted of 200 clients from Starbuck and 200 clients from Black canyon, totalling 400 individuals. Data
collection was completed through questionnaire distributed by convenient sampling during of Jun 14 – 27 , 2010.
The study found that the Starbuck coffee shop clients who were surveyed, were satisfied in the
product, physical, process, personal, price and moderate satisfied level in the promotion factor. Clients surveyed
from Black canyon were highly satisfied in all factors of marketing mix.
Result regarding to the comparison of customer’s satisfaction towards the service marketing mix (7Ps)
of Starbuck and Black canyon indicated that there weren’t different satisfied level in product, place, promotion,
physical, personal and physical but the satisfaction of the price was different.
Keywords: Starbucks coffee Black canyon Coffee Services marketing mix.
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