解決關於泰國和台灣本地咖啡連鎖店顧客之間的文化差異對消費者行為的影響以及影響顧客滿意度、服務質量、物理環境、食品質量和價格感知的四個重要屬性的知識差距。定量數據是由研究人員在這兩個國家使用調查問卷收集的。調查結果表明，服務質量是影響泰國客戶滿意度的最重要因素，其次是物理環境和感知價格。相比之下，對於台灣客戶來說，物理環境是最重要的因素，其次是感知價格和產品質量。該研究還揭示了兩個文化群體之間截然不同的訪問模式和飲料偏好。這些見解為計劃進軍國際市場的咖啡公司提供了寶貴的信息，並有助於製定適合特定文化偏好的有效戰略。

To address knowledge gaps regarding the impact of cultural differences between Thai and Taiwanese local coffee shop chain customers on consumer behavior, as well as the four significant attributes that influence customer satisfaction, service quality, physical environment, food quality, and price perception. The quantitative data was gathered by the researcher employing survey questionnaires in both countries. The findings indicate that service quality is the most significant factor impacting satisfaction for Thai customers, followed by the physical environment and perceived price. In contrast, for Taiwanese customers, the physical environment is the most important factor, followed by perceived price and product quality. The study also reveals distinct visit patterns and beverage preferences between the two cultural groups. These insights provide valuable information for coffee companies planning to expand into international markets and can aid in the development of effective strategies tailored to specific cultural preferences.

Table of contents
Thesis validation letteri
Chinese abstractii
English abstractiii
Table of figuresvi
Table of tablesvii
CHAPTER 11
INTRODUCTION1
1.1 Background and motivation1
1.2 Organization of the research2
1.3 Research Objective3
CHAPTER 25
REVIEW OF LITERATURE5
2.1 Consumer Behavior in the Coffee Shop Industry8
2.1.1 Consumer Behavior and Relevance to the Coffee Shop Industry8
2.2 Customer Satisfaction in the Coffee Shop Industry9
2.2.1 The Importance of Customer Satisfaction in the Coffee Shop Industry9
2.2.2 Factors Influencing Customer Satisfaction in the Coffee Shop Industry10
2.3 Cross-Cultural Differences in Consumer Behavior and Customer Satisfaction12
2.3.1 Cultural Differences Influencing Consumer Behavior and Customer Satisfaction in Thailand and Taiwan12
2.3.2 Cross-cultural Differences in Consumer Behavior and Customer Satisfaction in the Coffee Shop Industry14
2.3.3 Implications for Local Coffee Shop Chains in Thailand and Taiwan16
Research Hypotheses18
CHAPTER 319
RESEARCH METHODOLOGY19
3.1 Research Design19
3.2 Research Instrument19
3.3 Sampling21
3.4 Data Analysis22
CHAPTER 423
ANALYSES & RESULTS23
4.1 Response Rate23
4.2 T-test and Chi-square Analysis24
4.3 Key Variables Dimension27
4.3.1 Key Variables Dimension of Thai Participant27
4.3.2 Key Variables Dimension of Taiwanese Participant28
4.4 Regression Analysis30
4.4.1 The Regression Analysis of Thai Participant30
4.4.2 The Regression Analysis of Taiwanese Participant32
4.5 Suggestions from the customers36
CHAPTER 537
CONCLUSION37
5.1 Research Summary37
5.2 Research Implication and Suggestion40
5.3 Research Limitation41
References43
Appendix 149
Appendix 250
Appendix 3.54
Appendix 4.58

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