A study of factors influencing Chinese restaurant choice in Bangkok, Thailand focusing on little Hong Kong, Din Tai Feng, Ba Dou

Abstract

Various Chinese restaurants located in Bangkok have gained tremendous attention from numerous people because of the special taste, different types of dishes as well as intriguing Chinese culture, which brings significant economic benefits. Based on extensive researches, the study aims to provide a comprehensive understanding of parameters that influence the development of Chinese restaurant at Bangkok, and offer viable marketing strategies, such as Taste, Price, Quality, Service, Variety, Environment, Location, Brand, Promotion, and Chef. Three Chinese restaurants like Little Hong Kong, Din Tai Feng, and Ba Dou are mainly used as typical examples to be investigated. Moreover, this research also utilizes a quantitative study in the form of a questionnaire, and the collected data is analyzed by SPSS to ensure reliability. The questionnaire was designed and distributed to 456 respondents in order to collect the data. Meanwhile, multinomial logistic regression is performed. The result in this study may offer crucial marketing strategies to the restaurant operators who are making efforts on attracting customer attraction and retention.