Factor Analysis and Decision Making Service Shabu Restaurant Consumers in Nakhonratchasima Province
Article Sidebar
Main Article Content
Abstract
This research aims to analyze the factors affecting consumers' decision making shabu
restaurant services in Nakhon Ratchasima Province. The researchers collected data through
questionnaires from a sample group of 400 people users of Shabu restaurants in Nakhon
Ratchasima Province. The data was analyzed using statistical techniques Factor Analysis and
Multiple Regression significance level of 0. 05. From the Factor Analysis, four factors were
identified as follows: Customer management process factor, Food quality factor, Service
location factor and Marketing communication factor. Furthermore, the Multiple Regression
analysis revealed that these factors significantly three factors; Food quality factor ( X2)
Customer management process factor ( X1) and Service location factor ( X3) affecting
consumers' decision making shabu restaurant services in Nakhon Ratchasima Province at
statistical significance. These factors can predict the variance of decision making at 53 percent,
as shown in the equation Y = 1.082 + 0.524(X2) + 0.204(X1) + 0.094(X3). The finding of this
research can be used by businesses to plan and strategize marketing activities for use in
competition and to continue providing services to respond to the target group of the business.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
ข้อมูลลิขสิทธิ์
References
Bangkok Thurakit. (2024). CRG points out that restaurants are growing strongly Advice to be
careful of costs - focus on making profits.Retrived from
https://www.bangkokbiznews.com/business/business/1118311. (in Thai)
Chankaew, B., & Chaisuwan, J. (2019). Customer Satisfaction Towards Services of Super
Shabu Restaurant, Mueang Lamphun District. AccBA Journal, 5(4), 341-350. (in Thai)
Chantana V. (2023). Factors of Marketing Mix 4Es that affect the consumer’s Decision to
Order Shabu through Food Delivery Mobile Application. Dhurakij Pundit Communication
Arts Journal, 17(2), 60-85. (in Thai)
Chunkhajorn, P. (2021). Factors affecting the decision of consumers using Michelin star
restaurants in the country. Academic Journal of the Faculty of Humanities and Social
Sciences, 12(2), 145-160. (in Thai)
Chuymrang S., Watcharathammaporn N., Kamkrue P., Poonnaphol R., & Sammasut T. (2021).
Marketing mix factors and quality of service influencing the return of After Yum
consumers through satisfaction. Humanities and Social Sciences Journal, Ubon
Ratchathani Rajabhat University, 12(2). 309-321. (in Thai)
Field, A. (2013). Discovering Statistics Using IBM SPSS Statistics. London: SAGE Publications.
Fukpom,C.,& Thamma, N. (2013). Japanese Buffet Service Decision in Bangkok Metropolition
Areas. Journal of Marketing and Communication, 1(3), 1-16. (in Thai)
Hair, J. F., Black, W. C., Babin, B. J. & Anderson, R. E. (2010). Multivariate Data Analysis. (7th
ed.). Upper Saddle River, NJ: Prentice Hall.
Jirawatkul, A. (2013). Health science statistics for research. (3rd ed.). printing. Bangkok:
Witthayapat. (in Thai)
Khlaybud N. (2022). The Decision to Choose a Shabu Buffet Restaurant of the Population in
Bangkok. Faculty of Business Administration Ramkhamhaeng University. (in Thai)
Klomdang, M., & Suthisanont, A. (2019). The Effect of Brand on Consumer’s Brand Loyalty of
Shabu Buffet in Bangkok Case study: Two Shabu Restaurants Occupy the Most Market
Share, EAU HERITAGE JOURNAL Social Science and Humanity, 9(2), 194-204. (in Thai)
Kotler, P. (2003). Marketing Management. (11th ed.). Upper Saddle River, N.J. : Pearson Prentice
Hall.
Meemongkol, L., Thongkaew, K., Krittayamongkolchai, T., Chansap, P., & Sammasut, T.
(2023). 7P,
s Marketing Mix and Consumer Behavior Affecting Decision Making in Services
a Muslim Restaurant Business: Case Study of Nida Shabu Restaurant, Pattaya Branch.
Humanities and Social Sciences Journal, Ubon Ratchathani Rajabhat University, 14(1),
-191. (in Thai)
Nunnally, J. C. (1978). Psychometric theory (2nd ed.). New York: McGraw-Hill.
Panasonic Thailand. (2024). Shabu story. Retrived from
Phromsong, S., Yontwikai, W., & Buranawitthayaporn, S. (2020). Factors relating to consumer
behavior in a BBQ buffet restaurant: a case study of Nuanoey buffet Ko-khun & seafood
restaurant. Dusit Thani College Journal, 14(1), 267-282. (in Thai)
Ponpuak, M., & Sukserm, T. (2022). Prospective Customer Requirements on Services of Shabu
Indy Restaurant in Khueang Nai District, Udon Ratchathani Province. Journal of Roi
Kaensarn Academi, 7(8), 441-456. (in Thai)
Positioning. (2024). 5 hot restaurant business trends in 2024 analysis from CRG. Retrived from
https://positioningmag.com/1467661. (in Thai)
Pure Foods. (2020). Actually what exactly is shabu. Retrived from
https://www.purefoodsshopping.com/content/10230/. (in Thai)
Samerjai C. (2007). Consumer Behavior. Bangkok: SE-Education. (in Thai)
Senthong, P., Suwanno, K., Srimalanon, C., Maneekong, T., Chukrachan, T., Chotwong, M.,
Sukpangao, R., Yuanset, W., & Pengrak. N. (2021). Factors affecting Choosing a Mookata
buffet restaurant and environmental factors in a Mookatha buffet restaurant that affect the
health of students. Prince of Songkla University Surat Thani Campus. Khon Kaen University
Research Journal (Graduate Studies Edition), 21(1), 180-192. (in Thai)
Sererit, S. et al. (1998). Marketing strategy and marketing management. Bangkok: Diamond in
Business World. (in Thai)
Shabu. (2024). Shabu history. Retrived from https://std40728.wordpress.com. (in Thai)
Somsak, P., Khiawcha-um, O., & Watakit, T. (2023). Influence of Distinctive Characteristics
Perception of Shabu Buffet Restaurants in Chiang Mai on Consumers’ Service Intentions.
Journal of Management Science Udon Thani Rajabhat University, 5(4), 45-58. (in Thai)
Supaphakin, P & Jaruttaweepholnukul P. (2019). Service Marketing Mix Factors Affecting the
Decision to Choose Buffet Restaurant Bangkok Balcony 81 Floor, Baiyoke Sky Hotel.
Journal of Rangsit Graduate Studies in Business and Social Sciences, 5(2), 130-142. (in Tha)
Tanchaikul T. (2016). Business Plan for Shabu Farm Restaurant. Independent study Master of
Business Administration Faculty of Commerce and Accountancy Thammasat University.
(in Thai)
Vanichbancha, K. (2009). Statistics for research. (4th ed.). Bangkok: Department of Statistics,
Faculty of Commerce and Accountancy. Chulalongkorn University. (in Thai)
Wongnai. (2019). Summary of information and trends in the restaurant business Thailand for
Retrived from http://www.wongnai.com/business-owner/thailand-restaurant-trend. (in
Thai)
Yamane, T. (1967). Statistics: An Introductory Analysis. (3rd ed.). New York: Harper & Row.
Yupensuk, P., & Ekmapaisan, C. (2018). Attitude and Consumer Behavior Towards Food Truck
Case Study: Huamum Market Kaset-Nawamin. Journal of International and Thai Tourism,
(1), 1-24. (in Thai)
