Abstract
This study aims to explain the antecedent attributes of customer satisfaction and loyalty in the coffee shop business domain in Krabi, Thailand. The marketing mix approach (4Ps), consisting of the four fundamental elements of product, price, place, and promotion, was utilized in this study. The research strategy employed in this study was qualitative, utilizing in-depth interviews with six key informants who were selected using purposive sampling. The collected data was analyzed using content analysis and the software NVivo. The study's results showed that the 4Ps marketing mix approach, comprising product, price, place, and promotion, had a notable influence on customer satisfaction and loyalty in the coffee shop industry of Krabi, Thailand. The findings of this study could be useful not only for coffee shop owners and marketers but also for other industries, by providing valuable insights into how to develop effective strategies that address the key factors driving customer satisfaction and loyalty. Implementing these strategies could lead to improved business performance and outcomes.
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