APA 5th Edition Template - University of Wisconsin-Stout

81 Pages·2003·0.47 MB·English

FACTORS THAT INFLUENCED THE DECISIONS OF CUSTOMERS
TO DINE AT SELECTED RESTAURANTS IN BANGKOK, THAILAND
by
Sarinee Threevitaya
A Research Paper
Submitted in Partial Fulfillment of the
Requirements for the
Master of Science Degree
in
Hospitality and Tourism

Approved: 2 Semester Credits
__________________________
Research Advisor

The Graduate School
University of Wisconsin-Stout
August, 2003
ii
The Graduate School
University of Wisconsin Stout
Menomonie, WI 54751

ABSTRACT

Threevitaya Sarinee

Factors that influenced the decisions of customers to dine

at selected restaurants in Bangkok, Thailand

Hospitality and Tourism

Dr. Sharon Giroux August/2003 80 Pages

American Psychological Association, 5th edition

Although the restaurant industry was one of the biggest
businesses in Bangkok-Thailand, there was only a small number of
research studies that had been conducted in order to determine
customer wants and needs. Therefore, the purpose of this study
was to identify the determinant factors that influenced the
decisions of customers who dined out at selected family
restaurants in Bangkok-Thailand. The sample population of this
study included customers of three selected restaurants in
Bangkok, Thailand. The total number of the sample was 150 with
almost an equal number of male and female respondents. There
were 50 people in each restaurant. The data was collected
i ii
through the use of surveys from December 2002 to January
2003. Permission had been obtained from the three restaurant
owners prior to the survey. A questionnaire using a 5-point
Likert Scale and some open-ended questions was administered to
customers who volunteered to participate in the study.
Factors of customer importance when dining out were: (1)
Hygiene and cleanliness, (2) Quality of the food, (3) Taste of
the food, (4) Freshness of the ingredients, (5) Value for the
money, (6) Price, (7) Service, and (8) Atmosphere of the
restaurants. The results of this research study generally
concurred with the National Restaurant Association’s research
about consumer expectations with regard to dining at family
restaurant (1983).
In conclusion, recommendations included: the restaurant
owners should view hygiene and cleanliness as their major
concerns. They should keep their dining area, kitchen area, and
restroom area clean. The quality of the food, including the
taste of the food and freshness of the ingredients, should be
maintained at the highest standard. In addition, price of the
food should be reasonable and discounts may be used in order to
promote the restaurants to a new customer market while also
encouraging the loyalty of current customers. Restaurant
operators should also train their staff for the most efficient
service as well as being friendly and attentive. Furthermore,
iv
the restaurants should provide a warm, relaxing, and
welcoming atmosphere. The restaurant owners should consider
consulting with professional interior designers for the right
decoration. Moreover, the restaurant operators should also
continuously conduct surveys to determine the needs and
expectations of their customers.
v
ACKNOWLEDGEMENTS
I would like to express my deepest appreciation to my
thesis advisor, Dr. Sharon Giroux for her advice and guidance
throughout the development of this thesis.
Many thanks go to Miss Puttithorn Udomphong and Miss
Nawaporn Inkaew for their concern and assistance. Thank you for
all your time and kindness.
Special thanks to Lee, who is always beside me, and
has faith in me. Thank you for your love and support. You are
the best.
I am most thankful to my beloved family, especially my
mom and dad for their love and encouragement. I am so fortunate
to be your daughter. I would like to extend my love to my two
sisters, p’Aor and p’Tik. I appreciate your love and caring. I
love you all.

Sarinee Threevitaya
July 2003
vi
TABLE OF CONTENTS

.......................................................... Page
Abstract.................................................... ii
List of tables.............................................. ix
List of figures.............................................. x
CHAPTER ONE: INTRODUCTION
Overview of the study........................................ 1
History of food service ..................................... 1
The restaurant business ..................................... 2
Consumer behavior ........................................... 3
Need for the study........................................... 4
Statement of the problem .................................... 5
Research objectives ......................................... 5
Definition of terms and abbreviations ....................... 5
Limitations of the study .................................... 6
CHAPTER TWO: LITERATURE REVIEW
Introduction ................................................ 8
Food trends in the United States of America ................. 9
Consumer behavior .......................................... 10
Motivation in consumer behavior ............................ 12
Maslow’s hierachy of needs ............................ 13
Murray’s theory of human personality .................. 14
Family restaurants ......................................... 17
Restaurant marketing ....................................... 17
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Bangkok-Thailand ........................................... 23
History of Thai cuisine .................................... 24
Conclusion.................................................. 25
CHAPTER THREE: METHODOLOGY
Sample selection ........................................... 27
Survey instrument and pilot test ........................... 27
Data collection ............................................ 29
Data analysis............................................... 30
Limitations ................................................ 30
CHAPTER FOUR: RESULTS
Introduction ............................................... 32
Demographic profile......................................... 33
Summary..................................................... 37
The factors that influenced the decisions of patrons to dine at
selected restaurant in Bangkok, Thailand ................... 38
Summary .................................................... 41
The three most important factors that customers in Bangkok
considered when making their decisions to dine at selected
restaurants ................................................ 42
Summary .................................................... 45
Analysis of responses to the six open-ended questions....... 45
Summary .................................................... 49
vi ii
CHAPTER FIVE: CONCLUSIONS AND RECOMMENDATIONS
Introduction ............................................... 50
Re-statement of research objectives ........................ 50
Conclusions................................................. 50
Recommendations for family restaurant operators ............ 58
Recommendations for further study .......................... 59
REFERENCES ................................................. 60
APPENDIX A.................................................. 65
APPENDIX B ................................................. 66
APPENDIX C.................................................. 67
ix
LIST OF TABLES
No. Title Page
1. Demographic Profile of Respondents by Gender.............. 34
2. Demographic Profile of Respondents by Age..................34
3. Demographic Profile of Respondents by Level of Education...35
4. Demographic Profile of Respondents by Occupation...........35
5. Demographic Profile of Respondents by Level of Total Annual
Household Income...........................................36
6. Number of Respondents by Frequency Visits at Sit-Down
Restaurants................................................37
7. Mean Scores of Importance of Restaurant Characteristics from
the Respondents’ Perception................................39
8. Mean Scores of Importance of Various Influences on
Respondents................................................41
9. Top Three Characteristics when Dining at a Restaurant......43
10.Top Three Influences when Dining at a Restaurant...........45
11.Important Characteristics when Dining at the Restaurants...47
x
LIST OF FIGURES
No. Title Page
1. Needs Related to Consumer Behavior....................... 13
2. Maslow’s Hierachy of Needs............................... 14
3. Murray’s Theory of Human Personality..................... 15
4. Marketing Management Cycle............................... 19
5. Service Quality Process.................................. 21