Expectation Factors of Services Quality Affecting the New Normal Consumers’ Decision to Use the Service at Japanese Restaurant under in Muang District, Chiang Rai

Abstract

          This research aimed to study: 1) expectation factors of services quality; 2) decision to use the service of Japanese restaurant; and 3) expectation factors of services quality affecting the decision to use the service of the Japanese restaurant of the New Normal Consumer in Muang District, Chiang Rai. Quantitative Research. The sample size consisted of 400 people. The instruments were the questionnaires, and the assessment ratio of expectation factors of services quality and decision to use the service of Japanese restaurant. The statistical tools used in data analysis were percentage (%) mean (), standard deviation (S.D.), and multiple regressions of Stepwise regression method.

           The results showed that 1) expectation factors of services quality, as a whole and an individual, were at high level (mean = 4.40 SD = 0.266); 2) decision to use the service of Japanese restaurant, as a whole and an individual, was at high level (mean = 4.44 SD = 0.201); and 3) expectation factors of services quality were: Assurance (X₄), Tangibles (X₁) , Reliability (X₂) , Responsiveness (X₃) and Empathy (X₅).  All factors were affecting the decision to use the service of the Japanese restaurant of the New Normal consumer in Muang District, Chiang Rai in overall (tot). Its statistical significance was at .01 level. The correlation coefficient was equal to 0.880. Effectiveness in the prediction was 77.1 %, and the standard deviation of the prediction was 0.096. It was written as the following equation regression analysis was below.

  tot=  1.483 + 0.141 (X₄) + 0.158 (X₁) + 0.131 (X₂) + 0.106 (X₃) + 0.135 (X₅)