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The objective of this research is to investigate the effect of differentiate strategy for service
business on customer decision making on using services of Korean style restaurant in Bangkok.
Sample size of 400 respondents of Korean style restaurant consumers were drawn using purposive
sampling technique. Statistical analysis used for this research includes percentage, mean, standard
deviation, simple regression and multiple regression. Most of the respondents are female, aged on
an average of 27 years old, singles, bachelor’s degree holders with an average monthly income
between 10,001-20,000 baht. Consumers usually use services of Korean style restaurant between
16.00 -18.59 p.m. on Saturday and Sunday. Most of the consumers use services around 1-2 times
a month and they usually receive information about Korean style restaurant through online media
and internet. According to hypothesis testing, it was found that differentiate strategy for service
business has a positive effect on customer decision making on using services of Korean style
restaurant in Bangkok. In addition, the results show that image differentiation strategy influences
customer decision making on using services of Korean style restaurant the most, followed by
people, service and product differentiation strategy, respectively.