THE STUDY OF DETERMINANTS OF SERVICE QUALITY INFLUENCING CUSTOMER BAHAVIROAL INTENTION TOWARDS THE PATRONAGE OF KOREAN RESTAURANTS IN BANGKOK
Keywords:
Service Quality, Behavioral Intention, Korean RestaurantsAbstract
Objectives of this research article were to study the influence of service quality determinants on the behavioral intentions of customers using Korean restaurants in Bangkok. A random sampling method was used to select 385 samples. The instrument used to collect data was a questionnaire using a 5-point Likert scale. Statistics used in data analysis included percentages, averages, and frequency distributions. standard deviation Multiple regression analysis from the results of linear regression analysis in the form of Multiple Regression Analysis to determine service quality factors that influence the behavioral intentions of customers using the service. Korean restaurants in Bangkok.
The results revealed that, the adjusted decision coefficient (Adjusted R Square) was 0.624, meaning that the independent variables were food quality, staff quality, presentation of physical evidences, service process, perceived value and attitude affecting the dependent variable of customer behavioral intention indicating 62.40%, the remaining 37.60% resulted from other variables that were not taken into account at the statistically significant level of 0.05, it was found that perceived value and attitude determinants affecting the customer satisfaction towards the service of Korean restaurants in Bangkok were ranked first (B=0.438), followed by service process determinants (B=0.195), respectively.
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