Causal Factors Influencing Customers’ Decision of Visiting Thai Cuisine Restaurants

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Sarunya Sanglimsuwan
Karnjana Songwathana

Abstract

This article aimed to develop a causal relationship model of factors influencing customers’ decision of visiting Thai cuisine restaurants and to validate the consistency the causal relationship model of factors influencing customers’ decision of visiting Thai cuisine restaurants. This study collected data through questionnaires from 400 customers who used to visit Thai SELECT restaurants in Chonburi. Data were analysed by using Structural Equation Model (SEM) and the Sobel Test (Mediating Effect). The results found that the informative seeking behavior, the perceived food quality, and the perceived brand image had the positive direct effects on the consumers’ decision of visiting Thai cuisine restaurants. Besides, the informative seeking behavior also had the indirect effects via the perceived food quality and the perceived brand image. The variables in the model can explain the variance of the consumers’ decision of visiting Thai cuisine restaurants by 94.10 percent. The results of this research can lead to the development of guidelines for news content, communication channels, marketing strategies, operation, and management in order to reach the target consumers. 

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