Abstract
The food service industry has grown rapidly in response to the changing consumer lifestyles. In this regard, the food service industry is highly competitive as the number of new entrants offering inventive food products and services keep on increasing to keep up with the demand for novel food products. Consequently, café operators are focusing on improving their store environment to gain advantage in the competitive industry. Studies have found that store facility can stimulate consumers’ emotions, and in turn, significantly increases positive association with the café environment. Owners are also keen to upgrade their café to become a social space or a co-working space to fulfil consumers’ needs. This study aims to investigate the impact of various café environment factors on consumer behaviour. The sample for this survey consists of patrons of cafes in Selangor who were selected using purposive sampling technique. Data from 320 questionnaires were analysed by using the Partial Least Square technique was used to analyse. It was found that café results indicated that café design and café cleanliness significantly influences consumer behaviour. The findings indicate that café facilities have a significant positive impact on pleasure, which has a direct, positive influence on consumer behaviour. The mediation result confirms that pleasure mediates the relationship between café facilities and consumer behaviour.
Highlights
History of Isan and its wisdom of craftsmanship has been passed on for years from generation to generation. (Surapol, 2007) stated that in prehistoric period of Thailand, at least 3,500 years ago, had developed metallurgy
The jewelry has been spread widely in Isan region, but the most well-known jewelry which has been passed down for generations was found in Baan ChokKhwaoSinarin, KhwaoSinarin District, Surin Province
The study of Development of Baan ChokKhwaoSinarin’s Jewelry of Isan, Thailand was a qualitative study with the aim of investigating the development of Baan ChokKhwaoSinarin’s jewelry
Summary
History of Isan and its wisdom of craftsmanship has been passed on for years from generation to generation. (Surapol, 2007) stated that in prehistoric period of Thailand, at least 3,500 years ago, had developed metallurgy. Jewelry was a product of wisdom of craftsmanship to create aesthetic objects for body’s ornament. This was used as a symbol of social status and valuable art objects, both physically and mentally. The jewelry has been spread widely in Isan region, but the most well-known jewelry which has been passed down for generations was found in Baan ChokKhwaoSinarin, KhwaoSinarin District, Surin Province. This jewelry has its long history and has been developed to be used as ornaments with various patterns and designs which has been used instead of coins which were used in Isan prehistoric period (Kobkul, 1994)
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
