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Publication
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| Research Title |
Factors affecting service marketing mix: A case study of Japanese restaurant in Khon Kaen,Thailand |
| Date of Distribution |
17 October 2016 |
| Conference |
| Title of the Conference |
Universal Academic Cluster International Autumn Conference in Kyoto |
| Organiser |
Universal Academic Cluster |
| Conference Place |
Rhino hotel Kyoto |
| Province/State |
Kyoto, Japan |
| Conference Date |
16 November 2016 |
| To |
18 November 2016 |
| Proceeding Paper |
| Volume |
2016 |
| Issue |
- |
| Page |
49-57 |
| Editors/edition/publisher |
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| Abstract |
Japanese food which offer quality and healthy food for customers is currently popular in Thailand. In 2015, a market value of Japanese restaurants was approximately USD 657 million. Its market growth will increase by 10-15% in 2016. Therefore, this research aims to study four variables of service using (i.e., kinds of relationship of user, number of users, types of favorite restaurant, and kinds of favorite Japanese food) affecting the service marketing mix (8P’s). Survey questionnaires were used to collect data with 386 customers via judgmental sampling technique which includes a criterion of customers’ experience with Japanese restaurant around Khon Kaen University, Thailand. The sample data was analyzed using descriptive statistics: frequency, percentage, mean, and standard deviation. Hypotheses were tested using Independent sample t-test and One-way ANOVA. The results of the hypothesis testing reveal the following. First, kinds of relationship of user did not affect the 8P’s of service marketing mix. Second, number of users affected service marketing mix in the aspect of place. Third, types of favorite restaurant affected service marketing mix in the aspects of place, promotion, process including productivity and quality of service. Finally, kinds of favorite Japanese food affected service marketing mix in the aspects of place, promotion, and people. Based on the study results, marketers can design appropriate marketing strategies so as to improve every aspect of Japanese restaurant to deliver the best service for customers. |
| Author |
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| Peer Review Status |
มีผู้ประเมินอิสระ |
| Level of Conference |
นานาชาติ |
| Type of Proceeding |
Full paper |
| Type of Presentation |
Oral |
| Part of thesis |
true |
| Presentation awarding |
false |
| Attach file |
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| Citation |
2
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Journal Publication
ไทย