MARKETING MIX ON CONSUMER PERCEPTION (7C'S) AFFECTING TO SATISFACTION OF THE RESTAURANT SERVICE IN COMMUNITY MALL IN THE NEXT NORMAL

Abstract

The purpose of this research was to study 1) the marketing mix in the customer perspective (7C's) that affects the satisfaction of restaurant business users in the community mall in the next normal and 2) the factors affecting customer satisfaction of restaurant business in community mall in the next normal. The sample group used in this research was a group of 440 former restaurant business users in the community mall during the COVID-19 epidemic prevention measures in Bangkok and a questionnaire was used as a data collection tool. Statistics used in descriptive data analysis were frequency, percentage, mean, and standard deviation. In addition, inferential data analysis includes T-test, One-way ANOVA, and Multiple Regression Analysis.

The study found that overall customer satisfaction with the customer-facing marketing mix (7C’s) was at the highest level. The highest satisfaction of respondents was the consumer value, followed by completion, comfort, caring, cost to the customer, communication, and convenience, respectively at a significance level of 0.05.  Customer satisfaction with measures to prevent the spread of COVID-19 in restaurants in the community mall, the overall satisfaction level was at a high level. The highest satisfaction was restaurants selling food and beverages followed by restaurants selling food and beverages with live music and restaurants selling food and beverages. Drinks with alcohol consumption respectively.

From hypothesis testing, it was found that the level of respondents' satisfaction was differ according to the demographic of the consumers such as age, education, occupation, and income. The marketing mix in customer perspective (7C’s) in the factor of customer value affect positively customer satisfaction regarding the prevention of the spread of COVID-19 in the community mall at a level of significance of 0.05, and the customer satisfaction about prevention of the spread of COVID-19 in community mall, a restaurant selling food and beverage affect positively in the customer satisfaction at a level of significance of 0.05.