Behavior and Marketing Mix Factors Affecting Customers’ Satisfaction on Local Restaurant Services in Chiangmai

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Teerapat Teeyasoontranon
Siripong Rugmai


The objectives of this research were to study customers’ behaviors and marketing mix factors affecting customers’ satisfaction on Local Restaurant Services in Chiangmai Province. Data were collected from 400 customers in Chiang Mai local restaurants. Data were analyzed by frequency, percentage, mean and standard deviation as well as hypothesis testing with One-way ANOVA and multiple regression analysis.

The results showed that most of the samples were female, 31 - 40 years old, hold bachelor degree, business owner, income between 20,001 - 25,001 baht per month, mostly live in the northern provinces of Thailand, get information from friends or relatives. There were reasons to use the service because of delicious food. The most popular dishes were salad (Yum, Sa, Laab). They came to use service 1 - 2 times a month, usually with 3 - 4 members, spending more than 400 bath per serving. Most of them used the local restaurant for social gatherings. There was a reason to use the service again because of delicious food.

The respondents were satisfied with the overall level of satisfaction in serving the local restaurants in Chiang Mai. The opinions on marketing mix factors were at a high level. The results of the hypothesis testing showed that the number of service times and reasons for re-use were different. As a result, the level of satisfaction with the local restaurants in Chiang Mai was different. Also found Marketing mix, product price, and marketing promotion. Affecting the level of satisfaction with the use of local restaurants in Chiang Mai. Statistically significant at the 0.01 level.

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How to Cite
Teeyasoontranon, T. . ., & Rugmai, S. . . (2020). Behavior and Marketing Mix Factors Affecting Customers’ Satisfaction on Local Restaurant Services in Chiangmai. Dusit Thani College Journal, 13(1), 302–314. Retrieved from
Research Article


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