Service Marketing Mix, Electronic Word-of-Mouth Communication, and Image of Dim Sum Restaurants Affecting Tourists’ Decision to Use Dim Sum Restaurants in Hat Yai District, Songkhla Province
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Abstract
This objectives of this research were 1) to study the level of importance of service marketing mix, electronic word-of-mouth communication, brand image, and service usage decision, and 2) to investigate the service marketing mix, electronic word-of-mouth communication, and image influence the decision to use dim sum restaurant services among Thai tourists in Hat Yai District, Songkhla Province. This is a quantitative study. The research instrument used was a questionnaire. The sample group consisted of Thai tourists who used dim sum restaurant services in Hat Yai District. Data were analyzed using descriptive statistics, including mean and standard deviation, and inferential statistics, using multiple regression analysis using the Enter Selection method.
The results showed that all factors were rated as highly importance. The order of importance for these factors is as following 1) consumer decision, 2) Restaurant image, 3) electronic word-of-mouth communication, and 4) service marketing mix. From the multiple regression analysis, it was found that the image had the highest influence on the decision to use the service, with a regression coefficient of 0.554. The service marketing mix also influenced the decision to use the service, with a regression coefficient of 0.501. Lastly, electronic word-of-mouth communication influenced the service usage decision, with a regression coefficient of 0.246.
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