The Customers’ Behavior towards Restaurant Service in Shopping malls Affecting Satisfaction of 7P’s Marketing Mix in Pattaya City, Chonburi Province
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Abstract
The purposes of this research is to investigate customers’ behavior towards restaurant service in shopping malls affecting 7P’s marketing mix in Pattaya City, Chonburi Province. The quantitative approach is employed. Questionnaire for data collection with 400 customers in shopping mall restaurants, Pattaya City, Chonburi Province by using multi-step sample selection method. To analyze the data, a frequency distribution, percentage, mean, standard
deviation, as well as hypothesis testing with t-test statistics and one-way ANOVA are carried out.
Findings reveal that overall of customer satisfaction in 7P’s marketing mix were satisfied with a high level orderly by promotion was a highest, followed by physical evidence, product and service, process, price, place, and people, respectively. The customers’ behavior towards restaurant service in shopping malls, the type of restaurant, food type, and average cost per visit affecting 7P’s marketing mix in Pattaya City, Chonburi Province statistically significant at the 0.05 level.
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