Loyalty Perception and Service Satisfaction of Mae Sri Ruen Restaurant and Goti Restaurant in Prachuap Khiri Khan Province

Abstract

The purposes of this research were: to study factors affecting service satisfaction of Mae Sri Ruen Restaurant and Goti Restaurant, Prachuap Khiri Khan Province; and to evaluate service satisfaction of Mae Sri Ruen Restaurant and Goti Restaurant, Prachuap Khiri Khan Province and to create index comparing service satisfaction of Mae Sri Ruen Restaurant and Goti Restaurant, Prachuap Khiri Khan Province. Conceptual framework is based on American Customer Satisfaction Index (ACSI). Simple random sampling technique was applied to select 401 local customers living in the area and tourists who visited Prachuap Khiri Khan Province to answer self-reported questionnaire. Data was analyzed by bivariate statistical analysis consisted of t-test, F-test, and correlation analysis. Research findings revealed that: factors affecting service satisfaction of Mae Sri Ruen Restaurant and Goti Restaurant, Prachuap Khiri Khan Province, consist of 6 components which are: Customer Expectations, Perceived Quality, Perceived Value, Overall Customer Satisfaction, Customer Voice, and Customer Loyalty; and Customer Expectations is the initial factor that has a positive influence on Perceived Quality and these two factors constantly have a positive influence on Perceived Value being worth the money spent on the services. These three factors constantly have a positive influence on Overall Customer Satisfaction which has a positive influence towards both Customer Voice and Customer Loyalty at a statistically significant level of 0.01.