The Factors of Customer Satisfaction toward Buffet Drink Restaurant - The Cases in Thailand

10.29893/NCUTMAN.201811.0102

Kanittha Seehawong；Mei-Jane Teng；Kuo-Fang Peng

Restaurant ； Customer Satisfaction ； Purchase Intention ； Thailand

管理學術研討會

第十六屆（2018 / 11 / 01）

1038 - 1047

英文

The purpose of this study is to analyze the determinants of customer satisfaction of buffet drink restaurants in Thailand on five variables, such as decoration, product, standard of flavors, satisfaction in service, and Environment. This study collected the empirical data of 151 samples living in different parts of Thailand. Data was analyzed and tested through SPSS. The result showed that the service dimension is significantly important in leading to customer expected satisfaction, which in turn leads to purchase intention. The implications are discussed for concluding this study.