The Factors Manipulating Customer to Revisiting the Restaurant : A Case Study of Kabul Café, Nonthaburi, Thailand

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Project Title: The Factors Manipulating Customer to Revisiting the Restaurant : A Case Study of Kabul Café, Nonthaburi, Thailand
Author: Mr. Samad Akbar
Advisor: Dr. Teerachote Phongtaveewut
Degree: Master of Business Administration (International Program)
Major: Hotel and Tourism Management
Faculty: Graduate Schools
Academic year: 2017

Citation

Akbar, Samad. (2017). The factors manipulating customer to revisiting the restaurant: A case study of Kabul Café, Nonthaburi, Thailand. (Master’s independent study). Bangkok: Siam University.


Abstract

The main purpose for conducting this research is to study the impact of service quality, price, food quality and environment on consumer satisfaction that lead the consumer to revisiting the restaurant in Nonthaburi, Thailand. The researcher developed five hypotheses to measure the relationship between the core factors and consumer satisfaction which aids in satisfying the research objective and research questions. Moreover, literature reviews are included in this study provide a clear understanding of the factors that influences the consumer satisfaction.

The research collected primary data by distributing questionnaires and 375 questionnaires were distributed to Kabul Café (Restaurant in Nonthaburi, Thailand). However, some in completed questionnaires were not included in the final analysis, so this research analysis the data collected from 356 surveys. The collected data was analysis by using of SPSS and results acquired from the SPSS test are discussed in the form of tables and charts. The major findings of this study, suggest a positive relationship between the service quality, price, food quality and environment to consumer satisfaction and also suggest a strong relationship between the consumer satisfaction and consumer revisiting intention. Lastly, the manager or restaurants can implicate the result of this research and the research concluded the research by stating the recommendations, conclusion. Consumer Satisfaction.

Keywords: Restaurant, Consumer Satisfaction, Relationship and Revisiting.


Rhe Factors Manipulating Customer to Revisiting the Restaurant : A Case Study of Kabul Café, Nonthaburi, Thailand

International Master in Business Administration (IMBA), Siam University, Bangkok, Thailand

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