Causal Factors Influencing Customers’ Decision of Visiting Thai Cuisine Restaurants
Article Sidebar
Main Article Content
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.
Article Details
The manuscript submitted for publication must be the original version, submitted only to this particular journal with no prior acceptance for publication elsewhere in other academic journals. The manuscript must also not violate the copyright issue by means of plagiarism.
References
Arora, R., Chawla, A., & Bansal, M. (2014). Eating out behavior of individuals: A case study.
International Journal in Management and Social Science, 2(10), 23-40.
Benrit, P. (2016). Patčhai thī mī ʻitthiphon tō̜ khwāmphưngphō̜čhai khō̜ng lūkkhā rān ʻāhān Thai nai
prathēt Mālēsīa [Factors affecting customer satisfaction of Thai restaurants in Malaysia].
Journal of Cultural Approach, 17(32), 59-72.
Burton, M., Wang, W. C., & Worsley, A. (2015). Demographic and psychographic associations of
consumer intentions to purchase healthier food products. Preventive Medicine Reports,
, 21-26.
Cronbach, L. J. (1990). Essentials of psychological testing (5th ed.). New York: Harper.
Canny, I. U. (2013). The role of food quality, service quality, and physical environment on
customer satisfaction and future behavioral intentions in casual dining restaurant. In the
th National Research Management Conference (pp.1-10). Indonesia: Sriwijaya University-
Palembang.
Department of Business Development (DBD). (2019). Lakkēn læ khunnasombat khō̜ng rān ʻāhān
Thai thī mī sit khao rap kānphičhāranā haidai rap trā sanyalak Thai SELECT [Criteria and
benefit of Thai restaurant awarded Thai SELECT certification]. Retrieved November 20,
, from https://www.dbd.go.th/download/article/article_20201026132045.pdf
Department of Business Development (DBD). (2020). Rāi chư̄ rān ʻāhān thī phān kān khatlư̄ak haidai
rap trā sanyalak Thai Select pī sō̜ngphanhārō̜ihoksipʻet - sō̜ngphanhārō̜ihoksipsām [The list
of restaurants awarded Thai SELECT certification of year 2018-2020]. Retrieved November
, 2020, from https://dbd.go.th/download/article/article_20210121145241.pdf
Department of Cultural Promotion (DCP). (2019). ʻAhān Thai mō̜radok phūmpanyā thāng
watthanatham [Thai food: Heritage and cultural wisdom]. Retrieved October 15, 2020,
from http://book.culture.go.th/thaifood/mobile/index.html#p=1
Foster, B. (2016). Impact of brand image on purchasing decision on mineral water product
“Amidis” (Case study on Bintang trading company). American Research Journal of
Humanities and Social Sciences, 2, 1-11.
Hair, J. F., Black, W. C., Anderson, R. E., & Babin, B. J. (2019). Multivariate data analysis (8th ed.).
London: Cengage Learning.
Johnston, E. (2016). 5 Steps to understanding your customer’s buying process. Retrieved
October 10, 2020, from https://www.b2bmarketing.net/en-gb/resources/blog/5-steps-understanding-your-customers-buying-process
Keller, K. L., & Swaminathan, V. (2020). Strategic brand management: Building, measuring,
and managing brand equity (5th ed.). Harlow, Essex: Pearson Education Limited.
Klomdang, M., & Suthisanont, A. (2019). Phāplak trāsin khā thī mī phon tō̜ khwām phakdī khō̜ng
phūbō̜riphōk rān ʻāhān chā bū bufō̜fē nai khēt Krung Thēp Mahā Nakhō̜n kō̜ranī sưksā rān
chā bū bufō̜fē sō̜ng rān thī thư̄ khrō̜ng sūanbǣng kāntalāt māk thīsut [The effect of brand
image on customer’s brand loyalty of shabu buffet in Bangkok case study: Two shabu
restaurants occupy the most market share]. EAU Heritage Journal Social Science and
Humanity, 9(2), 194-204.
Kotler P., Keller, K. L., Ang, S. H, Tan, C. T., & Leong S. M. (2018). Marketing management: An
Asian perspective. (7th ed.). Harlow, UK: Pearson.
Krajangsaeng, K., Chanasith, K., & Pasunon P. (2019). kānraprū phāplak læ ʻattalak ʻāhān Thai thī
song phon tō̜ phrưttikamkān bō̜riphōk khō̜ng wairun nai khēt Krung Thēp Mahā Nakhō̜n [Perceived image and identity of Thai food affects the behavior of teenagers in Bangkok]. Journal of Humanities and Social Sciences Thonburi University, 13(2), 47-57.
Lecinski, J. (2011). ZMOT: Winning the zero moment of truth. Retrieved October 20, 2020,
From https://www.thinkwithgoogle.com/_qs/documents/673/2011-winning-zmot-ebook_research-studies.pdf
Liu, Y., & Jang, S. (2009). Perceptions of Chinese restaurants in the U.S.: What affects customer
satisfaction and behavioral intentions? International Journal of Hospitality Management,
(3), 338–348.
Lu, L. (2016). The impact of sustainable food on restaurant customer’ experience and
decision-making (Doctoral dissertation, Washington State University).
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. Cambridge:
MIT Press.
Phanthanasaewee, S. (2018). Konlayut kānsāng khwām tǣktāng thurakit bō̜rikān thī song phon tō̜
kāntatsinčhai chai bō̜rikān rān ʻāhān satai Kaolī nai khēt Krung Thēp Mahā Nakhō̜n [Differentiate strategy for service business affecting customer decision making on using services of Korean style restaurant in Bangkok]. Journal of Business Administration the Association of Private Higher Education Institutions of Thailand, 7(1), 11-22.
Piyapongkun, T., & Cheyjunya, P. (2014). Rūpbǣp kāndamnœ̄n chīwit kān sawǣng hā khō̜mūn læ
phrưttikam kān sư̄ sinkhā læ bō̜rikān khō̜ng phūbō̜riphōk thī saičhai sukkhaphāp [Lifestyle, information seeking and purchasing behavior of health-conscious consumers]. Journal of Public Relations and Advertising, 7(1), 38-53.
Phattana, W. (2021). Kānraprū rư̄angrāo læ phāplak phā thō̜ phư̄nmư̄ang čhangwat Songkhlā thī mī
phon tō̜ khwāmtangčhai sư̄ khō̜ng phūbō̜riphōk [Brand story perception and image of
Songkhla local woven fabrics affecting consumers’ purchasing intention]. Journal of
Business Administration and Social Sciences Ramkhamhaeng University, 4(1), 95-109.
Pornchaloempong, P., & Rattanapanone, N. (2016). Khunnaphāp ʻāhān [Food quality]. Retrieved
October 15, 2020, from http://www.foodnetworksolution.com/wiki/word/3022/
Schumacker, R. E., & Lomax, R. G. (2016). A beginner’s guide to structural equation modeling
(4th ed.). New York: Routledge/Taylor & Francis Group.
Soper, D. S. (2015). Sobel test calculator for the significance of mediation. Retrieved November 17,
, from https://www.analyticscalculators.com/calculator.aspx?id=31
Yusof, N. M., Ibrahim, A. A., Muhammad, R., & Ismail, T. A. T. (2016). Determinants of UiTM students’
revisit intention to Kopitiam in Penang. Procedia-Social and Behavioral Sciences, 222, 315-