Purpose: The research paper is to identify the determinant factors influencing customer satisfaction in the case of Ratchada Phiset district, Bangkok, Thailand Chinese restaurants by examining some attributes, including word of mouth, perceived quality, and expectation. Research design, data and methodology: 150 samples for investigation with employed convenience sample techniques and used an online questionnaire to collect the data. After collecting data, both descriptive statistics and inferential statistics were used to explain significant aspects. Results: The major findings are as follows: 1) Word of mouth has a significant influence on perceived quality. 2) Word of mouth has a significant influence on expectations. 3) Perceived quality and expectations have a significant influence on customer satisfaction. Conclusions: The research findings have met the research objectives. Chinese restaurants can improve customer satisfaction by creating special dishes, implementing personalized services, establishing customer databases, and implementing restaurant membership systems.
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