Abstract
The purpose of this study was to explore, by means of a survey research, the marketing factors and service performance (SERVPERF) affecting consumers’ decisions to choose independent versus chain restaurants in Bangkok. The questionnaire survey was carried out with a sample of 400 consumers who experienced independent restaurants and another 400 who experienced chain restaurants from five areas in Bangkok (Yannawa, Vadhana, Bang Khen, Huai Khwang and Saphan Sung). The data was analyzed by PASW statistics. The descriptive analysis revealed that the majority of the participants for both independent and chain restaurants were female, young workers in their 30s with a Bachelor’s degree and above. Majority of the participants were company employees, with a monthly income over 20,000 baht. However, the results showed a significant difference between the consumption behavior of the two groups of respondents. The consumers of independent restaurants frequented the restaurant more than once a week, with the intention of leisure dining, partying and familiarity with the restaurant owner. Many of them heard about the restaurant by word of mouth. Unlike the first group, the consumers of chain restaurants preferred to visit less than once a month with the purposed of business meetings. Most consumers knew about the restaurant from television and other media. Furthermore, by performing Factor Analysis and Logistic Regression Analysis, we were able to investigate the marketing factors and service performance leading to why each group chose that restaurant. The major factor for consumers’ first priority to choose independent restaurants was product and pricing. The physical evidence and process were in descending order. Meanwhile, consumers of chain restaurants focused on product, and followed by place and promotion. Regarding service performance, majority of the participants of independent restaurants required reliability and responsiveness as highest priority, but consumers of chain restaurants focused on tangibles. Results from this analysis were used to recommend the applicable marketing strategy for independent versus chain restaurants which were probably needed to enhance their service performance.
