RELATIONSHIP BETWEEN SERVICE MARKETING MIX FACTORS AND DECISION MAKING PROCESS ON THE SELECTION OF RESTAURANTS IN BANGKOK RECEIVED THE BIB GOURMAND BY MICHELIN AWARD

Abstract

The objectives of this quantitative research were 1) to compare the decision-making to select Bangkok restaurants receiving Bib Gourmand Award by Michelin, classified by demographic characteristics, and 2) to study the relationship between service marketing mix factors and the decision-making process affecting the decision to select Bangkok restaurants receiving Bib Gourmand Award by Michelin. The sample of this study consisted of 400 Thai consumers who used the service of Bangkok restaurants receiving Bib Gourmand Award by Michelin at least once. A questionnaire was used as a research instrument to collect the data. The data collected were analyzed by statistics including frequency, percentage, mean, standard deviation, T-test and F-test, one-way analysis of variance and the Pearson’s correlation coefficient.

The results of this research indicated that most of the respondents were female, single, aged between 20-30 years, worked as private company employees, graduated with a Bachelor's degree or equivalent and earned an average monthly income of 15,000-25,000 baht. 

In terms of demographic characteristics, the respondents with differences in age, occupation, monthly income, and marital status made different decisions to select Bangkok restaurants receiving Bib Gourmand Award by Michelin with a statistically significant level of 0.05. In addition, the service marketing mix factors were moderately positively correlated with the decision-making process affecting the decision to select Bangkok restaurants receiving Bib Gourmand Award by Michelin. When individual aspects were considered, six factors, including product, distribution channels, promotion, personnel, process, and physical evidence were moderately correlated with the decision-making process. However, price was correlated with the decision-making process at a low level.