The Impact of Marketing Mix, Service Quality and Lifestyle towards Customers’ Satisfaction for Chinese Restaurants in Bangkok

Abstract

This study aimed to explore the impact of the marketing mix, service quality, and lifestyle on customers’ satisfaction for Chinese restaurants in Bangkok. The population of the study were customers who visit Chinese restaurants in Bangkok. The sample of 400 was collected for this study via convenient sampling method. Data collection was done through Google Forms. In the statistical analysis, frequency and percentage calculations were used to summarize response distributions, while the mean and standard deviation measured central tendency and data spread. Multiple regression analysis was employed to determine the relationships between the independent variables (marketing mix, service quality, lifestyle) and the dependent variable (customers’ satisfaction for Chinese restaurants in Bangkok). The results showed that the marketing mix, service quality and lifestyle of Bangkok Chinese restaurants had a positive effect on customer satisfaction. In all the evaluated units, the Marketing Mix alpha value was. 968, a Service Quality alpha value of. 931, a Lifestyle alpha value of. 902, and the Customers Satisfaction alpha value is given as follows. 938, which means that the marketing mix, service quality and lifestyle have a positive impact on customer satisfaction in Bangkok at the statistical significant level of 0.05.