The factors influencing customer satisfaction on may’s garden house restaurant in Bangkok

Abstract

The independent study aims to find out the factors (Quality, Service and Environmental) that influence customer’s satisfaction on May’s garden house restaurant in Bangkok. The estimated population is 500. Yamane Table (1967) calculated the sample sizes of 222 respondents through applied systematic random sampling. Data analysis is based on SPSS Version 23, Reliability test by Cronbach’s alpha coefficient, Validity test by factor analysis, Hypothesis test by Multiple linear regression Analysis, Demographic analysis by data percentage, frequency and Independent variable statements analysis by Principal Component Analysis (PCA). In this research, researcher picked 4 variables that are Customer Expectation, Perceived Quality, Perceived Value and customer satisfaction from ACSI index, the results shows that females are the target purchase group. Environmental factor responds mostly to Customer expectation and Perceived Quality, Quality and Environmental factors responds mostly to Perceived Value, Quality, Service and Environmental factors that influences Customer Satisfaction. From this study, Perceived Quality and Perceived Value are significantly positive for customer satisfaction but Customer expectation does not positively affect customer satisfaction.