Causal Factors Affecting to Customers’ Loyalty in the Chinese Banquet in Nakhon Pathom

Main Article Content

Wallapa Wichayawong
Duangjai Khongkhalaung


The research aimed to (1) investigate causal factors influencing consumer loyalty to Chinese banquet businesses in Nakhon Pathom Province and (2) examine guidelines for developing factors influencing consumer loyalty to Chinese banquet businesses in Nakhon Pathom Province. The mixed-methods methodology was used. Questions for semi-structured interviews were the qualitative research instrument. Eight informants of Chinese Banquet business entrepreneurs were purposively selected for qualitative data analysis. Questionnaires were used as the research instrument. The consumer population of Chinese banquet businesses in Nakhon Pathom Province cannot be determined. The sample, consisting of 433 people, was calculated by the program
G* Power3, and quota random sampling was used according to the proportion of Chinese banquet business operators in each district of Nakhon Pathom Province. The quantitative data were analyzed using descriptive and inferential statistics. The findings show that (1) the marketing mix’s 7Ps influenced loyalty; the influence size was 0.03 and not statistically significant. The 7Ps marketing mix influenced the image; the influence size was 0.95 while the image influenced loyalty at 0.92. The 7Ps marketing mix indirectly influences loyalty to the image, with an influence size of 0.88 statistically significantly. Structural equations have a predictive power of 82%, and (2) guidelines to develop factors influencing customer loyalty of Chinese banquet businesses in Nakhon Pathom were the food standard of tastes, quality, freshness, new menus, good-quality ingredients, clean and available utensils and tools, prices in details, offline and online channels, promotions, planning, ready staff, and enough amounts of food for all customers at a table.

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How to Cite
Wichayawong, W., & Khongkhalaung, D. (2023). Causal Factors Affecting to Customers’ Loyalty in the Chinese Banquet in Nakhon Pathom. Journal of Arts Management, 7(2), 605–623. Retrieved from
Research Articles
Author Biographies

Wallapa Wichayawong, Faculty of Management Science, Nakhon Pathom Rajabhat University, Thailand



Duangjai Khongkhalaung, Faculty of Management Science, Nakhon Pathom Rajabhat University, Thailand




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