The Relationship among Service Quality, Positive Word of Mouth and Customer Satisfaction of Foreign Restaurant Customers in Lampang Province, Thailand.
คำสำคัญ:
Service quality, Word of Mouth, Customer satisfactionบทคัดย่อ
This research aims to To study service innovations that affect the decision to choose a coffee shop service in Muang district. Phitsanulok Province by studying from consumers who choose to use coffee shops in Mueang District Phitsanulok Province A total of 400 participants were analyzed. The statistics used for data analysis were percentage, mean, standard deviation and correlation analysis using quai-square statistic. The results showed that Most of the respondents were male, 58.50 percent, aged less than 30 years, 83.00 percent, 43.80% educational level below bachelor's degree. Occupation students/students 65.80% and government service/state enterprise employees 12.00 percent Most of them have an average income of less than 15,000 baht, more than 68.30 percent. Innovation factor (4P) that affects the decision to choose a coffee shop service in Mueang District Phitsanulok Province are as follows: 1. Product 2. Price 3. Place 4. Promotion
References
Chaturongkul, A. (1996). Customer behavior. Bangkok: Tammasart University.
Jatukulsawat, B. (2005). Expectations and actual service conditions of customs officials in Customs procedures, Bangkok Airport Customs Office, according to the knowledge of agents. (Special issue Master of Public Administration). Chonburi: Burapha University.
Samerjai, C. (2003). Service business marketing. Bangkok: Expernet.
Douglas, K. (2006). Services marketing: Concepts, strategies & cases. Australia: Thomson/South-western.
Hair, J. F. Jr., Anderson, R. E., Tatham, R. L., & Black, W. C. (1995). Multivariate Data Analysis (3 rd.). New York: Macmillan.
Bunlue, H. (2013). Customer satisfaction on services of Government Savings Bank, Hitlada Branch. (Master Independent Research). Bangkok: Sripatum University.
Wang, J. & Cheng, L. (2012). The Relationships Among Perceived Quality, Customer Satisfaction and Customer Retention. An Empirical Research on Haidilao Restaurant. doi:978-1-4577-2025-3/ IEEE
Kingngern, K. (2006). Service Quality of Lopburi Hospital. (Master of Business Administration), Valaya Alongkorn Vasan Rajabhat University.
Kasikorn Research Center. (2020). the restaurant business faces high challenges and the format of the competition has changed, expected to be worth 4.37 – 4.41 billion baht 3067. Retrieved January 4, 2020, from https://www.kasikornresearch.com/th/analysis/k-econ/business/Pages/z3067.aspx
Liao, K, H. & Hsieh M, F. (2011). Statistic Exploring the Casual Relationships between Service Quality, Brand Image, Customer Satisfaction and Customer Loyalty on the Leisure Resort Industry. The 2nd International Research Symposium in Service Management, 506-515.
Thaichaicharoen, L. (2014). Service factors affecting the selection of airlines in Thailand.
Kruechaikaew, N. (2014). Brand image perception and service quality affecting satisfaction of Japanese restaurant users in Bangkok MBA. Bangkok University,
Kruechaikaew, N. (2014). Brand image perception and service quality affecting satisfaction of Japanese restaurant service users in Bangkok. (Master Thesis), Bangkok University,
Public Health Division Mueang Municipality, L. P. (2018). Number of Foreign Restaurant in Mueng sub-distirct Lampang province. Retrieved May 27, 2021, from http://www.lampangcity.go.th/people_lampang.php?page=11
NaiSat, R. (2020). Assessment of the level of satisfaction with the service quality of Japanese restaurants in Thailand. Bangkok.
Rosen. (2000). The anatomy of buzz: How to create word-of-mouth marketing. USA: Dubleday.
Kongcharoenporn, S. & Darawong, C. (2021). Service quality level, satisfaction and Word-of-Mouth behavior about rented house of the students in Chonburi province.
Jangjaidee, S. (2009). Satisfaction of students' restaurant service. (Master's degree Thesis). Bangkok: Ramkhamhaeng University.
Charoensap, S. (2014). Service Quality and word-of-mouth communication affecting assessment Service quality of premium restaurants for consumers in Bangkok.
Pongsataporn, S. (2007). No secret tips for service marketing. UBCL Books: Bangkok.
Panudomlak, S. (2014). Satisfaction with service quality among Franchise restaurants Overseas and Franchise restaurants in Thailand affecting word-of-mouth behavior and re-use of consumers in Bangkok. (Master of Business Administration). Bangkok: Bangkok University.
Nawarat, T, N, A. (2006). Service Marketing: Concepts and Strategies. Bangkok: Active Print.
Lans, R, V, D., Bruggen, G, V., Eliashberg, J., & Wierenga, B. (2010). A Viral Branching Model for Predicting the Spread of Electronic Word of Mouth. Marketing Science, 29(2), 348-365.
Rakpaen, W. (2007). The quality of service of the Social Security Office Pathum Thani Province. (Master of Business Administration), Valaya Alongkorn Rajabhat University,
Saenphoksup W. (2010). Student satisfaction with the services of the Registration and Evaluation Unit Faculty of Commerce and Accountancy Chulalongkorn University (Research report). Bangkok: Chulalongkorn University.
Zeithaml, V.A., Parasuraman, A. and Berry, L.L. (1990). Delivering quality service:Balancing customer perceptions and expections. New York: The Free.
Downloads
เผยแพร่แล้ว
How to Cite
ฉบับ
บท
License
Copyright (c) 2021 มหาวิทยาลัยราชภัฎพิบูลสงคราม
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ได้รับการตีพิมพ์ในวารสารวิทยาการจัดการมหาวิทยาลัยราชภัฏพิบูลสงคราม เป็นลิขสิทธิ์ของ คณะวิทยาการจัดการ มหาวิทยาลัยราชภัฎพิบูลสงคราม บทความที่ลงพิมพ์ใน วารสารวิทยาการจัดการมหาวิทยาลัยราชภัฎพิบูลสงคราม ถือว่าเป็นความเห็นส่วนตัวของผู้เขียน คณะบรรณาธิการไม่จำเป็นต้องเห็นด้วย ผู้เขียนต้องรับผิดชอบต่อบทความของตนเอง
