Key Factors Influencing Thai Customers Decision in Choosing Buffet Service in a Hotel

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Chollada Mongkhonvanit
Chaksana Phraikaew
Punnapa Kanokvalaiwan


          The objectives of the study were to examine the behavior of Thai customers in choosing buffet service in a hotel and the key factors affecting the selection of buffet service in a hotel. Questionnaires were collected from 400 Thai customers in Bangkok. The statistics used for data analysis consisted of Frequency, Percentage, Mean, Standard Deviation, t-Test, LSD, Chi-Square Test and Pearson’s Moment Correlation.

          The result of this study revealed that most respondents were married, female, aged 25-35 years old, graduating with a bachelor’s degree, working in a private company and earning 15000-25000 baht per month. They enjoyed eating an international buffet for socializing in the evenings on the weekends. The key factors affecting Thai customers in choosing buffet service in a hotel were; speed of service, price, food quality, speed of payment and atmosphere in the restaurant respectively. Besides, it also revealed that Thai customers who were different ages, status, education levels, careers and incomes affect the decision making process on choosing buffet service in a hotel with significant difference at 0.05.

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How to Cite
Mongkhonvanit, C., Phraikaew, C., & Kanokvalaiwan, P. (2020). Key Factors Influencing Thai Customers Decision in Choosing Buffet Service in a Hotel. Journal of Cultural Approach, 21(39), 81–95. Retrieved from
Research Article


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