Abstract
This is a research paper that is focused on evaluating the effects of associated factors (Quality, Service and Environmental) that influence customer satisfaction at a small restaurant.This research uses a defined population of 500 restaurant members. The calculated sample size was 222 respondents chosen using systematic random sampling. Data analysis was conducted through SPSS, v23. Appropriate tests were applied to 4 variables determined as Customer Expectation, Perceived Quality, Perceived Value and customer satisfaction extracted from the ACSI index.The result shows that females are the target purchase group. Environmental factors respond mostly to Customer expectation and Perceived Quality; Quality and Environmental factors respond mostly to Perceived Value, Quality and Service; and Environmental factors influence Customer Satisfaction. From this study, Perceived Quality and Perceived Value are significantly positive for customer satisfaction but Customer expectation does not appear to positively affect customer satisfaction.The results indicate that customers focus on the actual experience achieved and overall feeling relating to the product and service experience - which together appears to support the ACSI theory. The assessment revealed that quality and service factors relating to Customer Expectation and Perceived Quality; Service/Environmental factors relating to Perceived Value need to be facilitated, as it can improve overall customer satisfaction for small restaurants. Moreover, it was realised that the demand for further examination related to the customer satisfaction is high and the need for developing more effective service delivery improvements centred on customer feedback.
Highlights
Bangkok has become a popular destination (RTT, 2018) and as an important link in the tourism industry, the catering industry provides different restaurant services to tourists from all over the world (Manhasa & Manraib, 2016)
Hypothesis 1 was analysed by using multiple linear regression and revealed that customer expectation had no significant influence on customer satisfaction
The statements of the weighted Principal Component Analysis (PCA) revealed that restaurant food, service and environment are very important requirements in this customer satisfaction and supported customer satisfaction when applying/using the perceived value in relation to American Customer Satisfaction Index (ACSI) theory. This quantitative study investigated the Impact of Factors associated with Customer Satisfaction of a Small Restaurant in Bangkok, the sample size was 222 respondents designed to observe the impact of quality, service and environmental factors on Customer Expectations, Perceived Quality, Perceived Value and Customer Satisfaction
Summary
Bangkok has become a popular destination (RTT, 2018) and as an important link in the tourism industry, the catering industry provides different restaurant services to tourists from all over the world (Manhasa & Manraib, 2016). This results in many internationally themed small restaurants in Bangkok articulated as “cultural ambassadors” (Wood & Muñoz, 2007). The context of small restaurant customer satisfaction appears to be an appropriate research setting of the need to improve services associated with continuing changes and perceptions of the influx of tourists to Bangkok (McDowall & Ma, 2010). There appears to be a dearth of literature associated with understanding customer satisfaction theory as applied to themed restaurants (James & Murnan, 2004; Weiss, Feinstein, & Dalbor, 2004)
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