Food and Service Quality, Price Value, and Restaurant Atmospherics Affecting Dinning Satisfaction at Seafood Restaurants of Chinese Tourists in Bangkok

Abstract

This independent study was aimed to investigate food quality, service quality, price value, and restaurant atmospherics affecting dinning satisfaction at seafood restaurants of Chinese tourists in Bangkok. The survey questionnaire was applied for collecting the primary data. The sample size was 120 Chinese tourists in Bangkok who had experience at seafood restaurants in Bangkok. The results found that most of them were males with 20-39 years of age, finished bachelor’s degrees, and had monthly income less than 4,000 CNY. The results also revealed that food quality, price value and facility aesthetic were the three significant factors that affected dining satisfaction at seafood restaurants of Chinese tourists in Bangkok at the significant level of .05. On the other hand, service quality, spatial layout, labor aesthetic, and ambience did not affect dining satisfaction at seafood restaurants of Chinese tourists in Bangkok.