The Causal Factors Relationship of Restaurant Entrepreneurial Success in the Urban Communities of Bangkok
Keywords:
Causal Relationship, Technology Readiness Index, Service Business Marketing, the Success of Restaurant EntrepreneurAbstract
This research aims to (1) study the causal factors contributing to the success of restaurant
entrepreneurs in the urban communities of Bangkok, and (2) study the effect of the technology readiness
index and service marketing mix on the success of restaurant entrepreneurs in the urban communities
of Bangkok. The research samples consisted of 426 restaurant entrepreneurs in the urban community of
Bangkok. The sampling method used multi-stage random sampling, and the calculation was performed using
the G*Power program with an effect size of 0.3. A questionnaire was used as the research tools. Data analysis
revealed that the causal factors between the technology readiness index and the service marketing mix
influencing the success of restaurant entrepreneurs was confirmed with the empirical data. Consequently,
the technology readiness index has a positive direct effect on their success of restaurant entrepreneurs with
a factor loading of 0.244. The technology readiness index also has a positive direct effect on the service
marketing mix of restaurant entrepreneur with a factor loading of 0.777. Furthermore, the service market
mix has a positive direct effect on the success of restaurant entrepreneurs with a factor loading of 0.737.
Additionally, the technology readiness index of restaurant entrepreneurs, through the service marketing
mix, has a positive direct effect on their success, with a factor loading of 0.816. The results of this study
can be a guideline for restaurant entrepreneurs in the urban communities of Bangkok uses this as a benefit
to drive business success both now and in the future.
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