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|Consumer attitude towards restaurant selection : a case study of oyster restaurant at new Sathorn area
|Consumer attitude towards restaurant selection
|This study aims to investigate the consumer’s attitude toward restaurant selection, and how these variables affect successful seafood restaurant. The example restaurant is located in the heart of Bangkok´s central business and well-organized the living earns. The restaurant is decorated with a style and character, trying to attract the costumer around this area with speciality food style and unique service.
The methodology used in this study is the quantitative approach by descriptive research design in order to collect the primary data. In this research, the Fishbein’s multi-attribute attitude model and the Fazio’s MODE model were used to measure customer selection attitude and intention.
The result of using multi-attribute attitude model from the study is that customer did not form positive attitude on selecting Oyster restaurant. There is a weak empirical relationship between consumer’s attitudes towards Oyster restaurant and their selection behavior. Next of measuring customer selection attitude and intention, the result implies that there is high attendance opportunity exit for the restaurant.
|Independent study (MBA)--Graduate School, Bangkok University, 2009
|James, Paul TJ
|Appears in Collections:
|Independent Studies - Master
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