The Effect of Restaurant’s Employees, Price, and Aesthetic Values Impacting on Customers Intention to Revisit the Restaurant in Bangkok

Abstract

This research aims to understand the factors influencing customers' intention to revisit the restaurant in Bangkok. The three independent variables of this study to understand the dependent variable of customers' revisit intention are the restaurant's employees, price, and aesthetic values. Sub-variables to test restaurant employees included their knowledge of food and drink menus and communication abilities, skills for taking care of customers, and cheerfulness. The sub-variables for price consisted of the affordability of the food price, promotional offers, and equivalent value paid for the food. The sub-variables for aesthetic values included interior and exterior décor, atmosphere, and food and beverages. Quantitative research was adopted to collect the data from the 200 respondents who were residing in Bangkok, and snowball sampling method was used to collect the survey from social media contacts using Google forms for this study. The questionnaire comprises multiple choices for demographic data and a five-point Likert scale for independent and dependent variables. The statistical software used for analyzing data includes descriptive and inferential analysis. The results of the study showed that all the hypotheses proposed were supported. The results revealed that there is a significant effect between the independent variables (restaurant’s employees, price, and aesthetic values) and the dependent variable (revisit intention).