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dc.contributor.authorYuanjie, Du
dc.contributor.authorChittipa Ngamkroeckjoti
dc.identifier.citationProceedings 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
dc.description.abstractThis 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.en_US
dc.format.extent9 pagesen_US
dc.subjectService qualityen_US
dc.subjectFood qualityen_US
dc.subjectBrand imageen_US
dc.subjectRevisit intentionen_US
dc.subjectMK restauranten_US
dc.titleDeterminant of revisit Intention of the Bangkokian Millennials: a case study of MK restauranten_US
mods.genreProceeding Paperen_US

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