Market variables influence customer behavior toward coffee business growth

Figures & data

Figure 1. Conceptual model.

Figure 2. Standardized coefficient.

Table 1. Variables mean and standard deviation.

Descriptive Statistics
	N	Mean	Std. Deviation
Market Engagement
1. Social media influencers	400	3.41	1.115
2. Updated PR strategy	400	3.26	1.117
3. Convenient social media	400	3.55	1.082
4. Commercial partnerships	400	3.10	1.081
Customer Centricity
5. Feedback for new products	400	3.31	1.126
6. Enhancing products	400	3.46	1.119
7. Stimulating new ideas	400	3.41	1.116
8. Tailoring products	400	3.63	1.101
Employee Liberty
9. Technical training	400	3.26	1.117
10. Quality management	400	3.31	1.126
11. International freedom	400	3.16	1.113
12. Employee motivation	400	3.55	1.084
Market Innovation
13. Strengthen development	400	3.26	1.117
14. New international market	400	3.41	1.116
15. New domestic market	400	3.63	1.101
16. Efficient innovation	400	3.46	1.119
Customer Behavior
17. Attracting prospects	400	3.41	1.116
18. Benefits for businesses	400	3.26	1.117
19. Understanding trends	400	3.16	1.113
20. Digital transformation	400	3.63	1.101
Business Growth
21. Communication among team	400	3.41	1.116
22. Slow decision-making	400	3.26	1.117
23. Late technology adoption	400	3.31	1.126
24. Customer motivation	400	3.63	1.101
Valid N (listwise)	400

Table 2. Variables correlation.

Correlations
		MEMEAN	CCMEAN	ELMEAN	MLMEAN	CBMEAN	BGMEAN
MEMEAN	Pearson Correlation	1	.990**	.996**	.993**	.997**	.995**
	Sig. (2-tailed)		.000	.000	.000	.000	.000
	N	400	400	400	400	400	400
CCMEAN	Pearson Correlation	.990**	1	.986**	.999**	.991**	.996**
	Sig. (2-tailed)	.000		.000	.000	.000	.000
	N	400	400	400	400	400	400
ELMEAN	Pearson Correlation	.996**	.986**	1	.988**	.996**	.994**
	Sig. (2-tailed)	.000	.000		.000	.000	.000
	N	400	400	400	400	400	400
MLMEAN	Pearson Correlation	.993**	.999**	.988**	1	.994**	.997**
	Sig. (2-tailed)	.000	.000	.000		.000	.000
	N	400	400	400	400	400	400
CBMEAN	Pearson Correlation	.997**	.991**	.996**	.994**	1	.997**
	Sig. (2-tailed)	.000	.000	.000	.000		.000
	N	400	400	400	400	400	400
BGMEAN	Pearson Correlation	.995**	.996**	.994**	.997**	.997**	1
	Sig. (2-tailed)	.000	.000	.000	.000	.000
	N	400	400	400	400	400	400

** Correlation is significant at the 0.01 level (2-tailed).

Table 3. Confirmatory factor analysis results for market variables.

Variable	Loading	Std. Error	CR	AVE
Market Engagement (ME)	0.81	0.04	0.89	0.74
Customer Centricity (CC)	0.85	0.03	0.92	0.79
Employee Liberty (EL)	0.75	0.05	0.83	0.63
Market Innovation (MI)	0.88	0.02	0.94	0.85

Note: The confirmatory factor analysis (CFA) was performed using maximum likelihood estimation. The model fit indices were satisfactory (χ2 = 47.32, df = 17, p < 0.001, CFI = 0.96, TLI = 0.93, RMSEA = 0.08, SRMR = 0.04).

Table 4. Structural equation model showing the direct and indirect effects of market variables on business growth through customer behavior.

Path	Standardized Coefficient	p-value	Result
Market Engagement (ME)	0.2	<0.001	Direct Effect
Customer Centricity (CC)	0.3	<0.001	Direct Effect
Employee Liberty (EL)	0.1	0.014	Direct Effect
Market Innovation (MI)	0.4	<0.001	Direct Effect
Customer Behavior (CB)			Mediating Effect
ME -> CB	0.4	<0.001	Indirect Effect
CC -> CB	0.5	<0.001	Indirect Effect
EL -> CB	0.3	<0.001	Indirect Effect
MI -> CB	0.6	<0.001	Indirect Effect
CB -> BG	0.7	<0.001	Direct Effect
Total Effect			0.564

Note: The structural equation model was tested using structural equation modeling (SEM) with maximum likelihood estimation. The model fit indices were satisfactory (χ² = 120.34, df = 60, p < 0.001, CFI = 0.95, TLI = 0.93, RMSEA = 0.07, SRMR = 0.04).

Table 5. Hypotheses testing results.

Hypothesis	Path	Standardized Coefficient	p-value	Result
H1: Market Engagement -> Customer Behavior	ME -> CB	0.1	<0.001	Supported
H2: Customer Centricity -> Customer Behavior	CC -> CB	0.39	<0.001	Supported
H3: Employee Liberty -> Customer Behavior	EL -> CB	0.46	<0.001	Supported
H4: Market Innovation -> Customer Behavior	MI -> CB	0.79	<0.001	Supported
H5: Market Innovation -> Business Growth	MI -> BG	0.51	<0.001	Supported
H6: Customer Behavior -> Business Growth	CB -> BG	0.54	<0.001	Supported

Note: The hypotheses testing results were obtained from the structural equation model (SEM) using maximum likelihood estimation. The model fit indices were satisfactory (χ² = 120.34, df = 60, p < 0.001, CFI = 0.95, TLI = 0.93, RMSEA = 0.07, SRMR = 0.04).

Data availability statement

The data and materials supporting this work are available upon request from the corresponding author, Montajula Suvattanadilok ([email protected]).