Key Success Factors of Expected Satisfaction for Start-up Restaurants in Thailand

10.29893/NCUTMAN.201811.0101

Nisachon Prakob；Mei-Jane Teng；Kuo-Fang Peng

Restaurant ； Investment ； Store Location ； Employee ； Uniform Employee ； Flavor ； Customer Satisfaction ； Thailand

管理學術研討會

第十六屆（2018 / 11 / 01）

1029 - 1037

英文

Service industry, such restaurant, is considered as the most profitable sector in Thailand. To successfully operate this kind of service industry in the specific area, it is essential for investors to explore success factors in restaurant investment in order to maximize profits consequently, perform the business sustainably in Thailand. Several physical attributes such store location and employee appearance have been studied and existed in literature review for years. This study aims to investigate factors which lead to expected customer satisfaction in the restaurant start-ups in Thailand. The data were collected from customer opinion toward proposed success factors via online questionnaire form with the number of 171 respondents. The results indicate that professional uniformed employees and store location have the stronger effects on expected satisfaction. On the other hand, food flavor tends to be less likely important in setting up a new restaurant business compared to the appropriate and reachable location or the professional training for employees. Furthermore, the implication to utilize these factors is discussed for concluding this study.