Customer Satisfaction on Fuji Japanese Restaurant’s Services and Zen Japanese Restaurant’s Services in Bangkok Metropolitan area

Abstract

The purposes of this research were; to study the customer satisfaction on products and services of Fuji Japanese Restaurant and Zen Japanese Restaurant in Bangkok Metropolitan area, and to determine factors affecting customers satisfaction and loyalty of Fuji Japanese Restaurant and Zen Japanese Restaurant. Conceptual framework was based on American Customer Satisfaction Index (ACSI). Simple random sampling technique was applied to select 478 customers of Fuji Japanese Restaurant and Zen Japanese Restaurant in Bangkok Metropolitan area to answer self-reported questionnaire. Data was analyzed by statistical inferential analysis consisted of t-test, F-test and correlation analysis. Research findings revealed that; Zen Japanese Restaurant’s customer satisfaction was statistically significant higher than that of Fuji Japanese Restaur ant, expectation, perceived quality, and perceived value had statistically significant relationship wi th customer satisfaction and customer satisfaction and recommendation had statistically significant relationship with customer loyalty. These results implied that loyal customers would offer recommendations for better services.