SATISFACTION WITH THE SERVICE OF THE THAI RIVERSIDE RESTAURANT AT CHAKRABONGSE PALACE TOWARDS THE LOYALTY OF FOREIGN TOURISTS

Abstract

This research aimed 1) to study the behavior of foreign tourists visiting the Thai riverside restaurant at Chakrabongse Palace, 2) to study the level of satisfaction among foreign tourists who visit the Thai waterfront restaurants at Chakrabongse Palace, and 3) to study the level of satisfaction with the service by the Thai riverside restaurant at Chakrabongse Palace and its impact on the loyalty of foreign tourists. This research used a quantitative research design. The tools used to collect data included questionnaires. The statistics used for data analysis included frequency, percentage, mean, standard deviation, and multiple regression analysis. The research results found that:

1)  Service behavior of most foreign tourists visiting for the first time with their loved ones made their own decisions and had about 3 - 5 people per table. They usually visited during public holidays from 6:00 p.m. - 8:00 p.m., and the meal duration was approximately 3 - 4 hours. The purpose was usually entertainment/relaxation. They expressed a desire for the waterfront atmosphere and liked to eat royal food. Sources of information included online media such as Facebook and Line.

2)  The satisfaction of foreign tourists towards using the services of the riverside Thai restaurant at Chakrabongse Palace was at the highest level overall. When considering each aspect, it was found that Thai service had the highest average value, followed by perceived value of products and services, Thai food products, service process, and the physical characteristics of the riverside Thai restaurants, respectively.

3)  Satisfaction: Perceived value of products and services influenced loyalty in returning to use the services of the riverside Thai restaurant at Chakrabongse Palace with statistical significance at the 0.05 level.