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    A comparative study of customer perceived value as a driver for fine dining restaurant selection : a case of Thai consumers and expatriates 

    Warangrat Nitiwanakul (Assumption University, 2014)

    Customer perceived value is important as a key factor to predict consumption behavior, to un- derstand consumer insights, and to create competitive advantage and develop marketing strategies. The purpose of this study is to examine the relationship between customers' perceived value and its drivers which influence fine dining restaurant selection. This study proposes a framework and hypotheses by integrating the emotional model of Mehrabian-Russell ( 197 4) and Zeithaml 's customer perceived value theory (I 988). The results ...
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    Determinant of revisit Intention of the Bangkokian Millennials: a case study of MK restaurant 

    Yuanjie, Du; Chittipa Ngamkroeckjoti (2018)

    This research aimed on how determinants factors (Service quality, Food quality, and Brand image) impacted upon revisit intention of MK restaurant (formerly known as MK Suki), one of the Thailand’s suki chains. This study used explanatory and exploratory mixed methods research designed by Creswell (2011). Firstly, this study has developed specific operational components based on pilot study and two theories that comprise SERVQUAL and theory of were planned behavior (abbreviated TPB), There were two rounds of pilot study prior to complete the ...