Factors Affecting Loyalty to Services Provided of Inter Brand and Local Brand Restaurant Business : Case Study of Coca Restaurant and Che Khieow Seafood Restaurant

Abstract

The purposes of this research were to study factors affecting satisfaction on services of the Inter Brand and Local Brand restaurants; and evaluate satisfaction towards services of the Inter Brand and Local Brand restaurants and to create a comparative index of satisfaction towards services of the Inter Brand and Local Brand restaurants. Conceptual framework is based on American Customer Satisfaction Index (ACSI). Simple random sampling technique was applied to select 400 local consumers living in the area and tourists who visited Prachuap Khiri Khan Province to answer selfreported questionnaire. Data was analyzed by bivariate statistical analysis consisted of t-test, F-test, and correlation analysis. Research findings revealed that: factors affecting satisfaction towards services of the Inter Brand and Local Brand restaurants, 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.