Determinant of revisit Intention of the Bangkokian Millennials: a case study of MK restaurant
Determinant of revisit Intention of the Bangkokian Millennials: a case study of MK restaurant
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2018
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eng
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application/pdf
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9 pages
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Proceedings of the 8th National and International Conference on Humanities and Social Sciences
29-30 November 2018, Prince of Songkla University, Phuket Campus, Phuket, Thailand, 85-93
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Abstract
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 proposed model followed by questionnaire design. All 200 sets of questionnaires were
distributed via Google Form (online survey) during mid-June to mid-July, 2018. Multiple Linear Regression
(MLR) was employed and the findings show that brand image has the greatest significant impact on revisit
intention while service quality is the second, following by food quality. This study will greatly help researchers
and practitioners understand the complex relationships among five dimensions of service quality, food quality,
brand image towards revisit intention at the MK restaurant.