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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/4407

Title: Factors Affecting Customer Loyalty to Eat at “DIAN DOU DE” Restaurants of the Customers in Guangzhou of China
Authors: Xiyuan Jiang
Keywords: Restaurant
Customer Loyalty
Issue Date: 2019
Publisher: Bangkok University
Abstract: The purpose of this paper was to investigate factors affecting customer loyalty to eat at “Dian Dou De” restaurants of the customers in Guangzhou of China. Those independent factors were service quality, food quality, chefs’ image, restaurant environment, restaurant images, atmospheric factor, and food image. The total samples of 213 respondents were collected using the survey questionnaire college students who dined at “Dian Dou De” restaurants. The data were analyzed using Multiple Regression Analysis. The researcher concluded that most of the respondents were females with marriage status at the ages between 24 and 30 having bachelor’s degrees and receiving 2000-5000 yuan (or around 10,000 to 25,000 baht) per month. The researcher found that food image ( = 0.690), atmospheric factor ( = 0.588), service quality ( = 0.492), restaurant environment ( = 0.412) respectively accounted for 79.2% positively affecting customer loyalty of college students to eat at “Dian Dou De” restaurants in China with statistical significance at .01.
Description: Independent Study (M.B.A)--Graduate School, Bangkok University, 2019
Advisor(s): Penjira Kanthawongs
URI: http://dspace.bu.ac.th/jspui/handle/123456789/4407
Appears in Collections:Independent Studies - Master

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