Factors Affecting Decision-Making in Choosing Contemporary Medium-Sized Restaurants in Pathum Thani Province

Abstract

The purposes of the research are 1) to study the demography of customers of contemporary medium-sized restaurants in Pathum Thani province, 2) to study opinions on the quality of service provided by contemporary medium-sized restaurants in Pathum Thani province, 3) to analyze the influence of service quality on the decision of choosing contemporary medium-sized restaurants in Pathum Thani province, and 4) to analyze the  marketing mix affecting the decision in choosing contemporary medium-sized restaurants in Pathum Thani province. The sample used in the research was 400 customers of contemporary medium-sized restaurants in Pathum Thani province by using questionnaires with a quota sampling method. The questionnaire reliability (Cronbach Alpha) was 0.968. Statistics used included frequency, percentage, mean, standard deviation, and multiple regression analysis. The results of the research showed that 1) most of the respondents were female, aged 31 to 40. Most of them were married, had a bachelor’s degree, and worked as employees of private companies with a monthly income of 35,001-45,000 baht. 2) The importance of the overall service quality was at the highest. 3) Service quality including empathy, tangibility, reliability, and assurance influenced the decision of choosing contemporary medium-sized restaurants respectively (R²=46.2). And 4) marketing mix including promotion, product, process, physical evidence, and place influenced the decision of choosing contemporary medium-sized restaurants respectively (R²= 65.2).