A Comparative Study of the Service Quality of Casual Dining Restaurants in Phuket: Perspectives of Thai and International Customers

Journal
University of the Thai Chamber of Commerce Journal
Publisher(s)
Chulalongkorn University Printing House
University of the Thai Chamber of Commerce
Date Issued
2009
Author(s)
Other Contributor(s)
University of the Thai Chamber of Commerce. Journal Editorial Office
Abstract
The purpose of this study was to determine which attributes of service quality(SERVQUAL) influenced customer satisfaction with casual dining restaurants inPhuket. The researcher examined the relationships between customer satisfaction andcustomer loyalty (word-of-mouth and repurchase intention). The results of factoranalysis identified four main service quality factors: 1) Personnel and Customers’Relationship, 2) Environment Service Provider, 3) Service Providers’ Attitude andCompetencies, and 4) Service Providers’ Initiative in Serving Guests. The findings ofthis study indicated that the service quality factors had a positive impact on overallcustomer satisfaction. In turn, customer satisfaction is likely to increase customerloyalty (word-of-mouth endorsements and repurchase intention) to the casual diningrestaurant environment. The results showed that Thai casual dining restaurants had ahigher significant difference than Japanese, Italian, and Mediterranean casual diningrestaurants in overall service quality.
Subject(s)
Business Administration
Marketing
Journals
ISSN
0125-2437
Access Rights
public
Rights
This work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner.
Rights Holder(s)
University of the Thai Chamber of Commerce
Bibliographic Citation
Arisara Seyanont (2009) A Comparative Study of the Service Quality of Casual Dining Restaurants in Phuket: Perspectives of Thai and International Customers. University of the Thai Chamber of Commerce Journal Vol.29 No.2.
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