Factors of Marketing Mixed and Brand Image Influencing on the Customer Satisfaction Service Quality at Shabu Buffet Restaurant in Muang District, Chiang Rai

Abstract

          This objective research aimed to study: 1) the level of factors of marketing mixed, brand image and the customer satisfaction service quality; and 2) factors of marketing mixed and brand image influencing on the customer satisfaction service quality at Shabu Buffet Restaurant. The study employed a quantitative research approach. The sample group consisted of 400 people. The instruments were the questionnaires, factors of marketing mixed, brand image and the customer satisfaction service quality at Shabu Buffet Restaurant. Data were collected through Google form. The statistical tools used in data analysis were mean, standard deviation, percentage and multiple regressions.

           The results showed that 1) the level of factors of marketing mixed, as a whole and an individual, were at a high level (mean = 4.424); the level of brand image, as a whole and an individual, were at a high level (mean = 4.430); and the customer satisfaction service quality at Shabu Buffet Restaurant, as a whole and an individual, was at a high level (mean = 4.432). Also, 2) all factors of marketing mixed (X₁) and brand image (X₂) were influencing on the customer satisfaction service quality at Shabu Buffet Restaurant in overall (_tot). Effectiveness in the prediction was 78.4 %. The correlation coefficient was equal to .886. Its statistical significance was at .01 level and the standard deviation of the prediction was 0.106. It was written as the following equation regression analysis was below.

_tot =  .524 + .807 (X₁) + .077 (X₂)