An investigation of the factors influencing consumers of different generation's behavioral intention towards franchised Japanese restaurants in Bangkok, Thailand
An investigation of the factors influencing consumers of different generation's behavioral intention towards franchised Japanese restaurants in Bangkok, Thailand
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2018-12
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Assumption University Press
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eng
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14 pages
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AU-GSB e-JOURNAL 11, 2 (December 2018), 40-53
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Abstract
This research attempts to investigate the factors that impact consumer’s behavioral
intention towards franchised Japanese restaurants in Bangkok as the number of franchised
Japanese restaurants in Bangkok is decreasing which is different from the overall number of
franchised Japanese restaurants in Thailand, and to examine the differences among three
generational groups (Generation X, Generation Y and Generation Z). A conceptual model was
developed based on previous studies that include quality of physical environment, service
quality, food quality, customer perceived value and customer satisfaction to explain
consumer’s behavioral intention. The questionnaire was distributed to 402 respondents by
convenience, quota and judgment sampling methods. The statistical techniques used in this
study are Multiple Linear Regression (MLR) and One-Way ANOVA. The findings reveal factors
impacting behavioral intention towards franchised Japanese restaurants in Bangkok, and the
differences among three generational groups. The outcomes of this study indicate that different
generations have different perspectives towards franchised Japanese restaurants in Bangkok,
and variables in the conceptual framework are linked. Hence, the franchised Japanese
restaurants in Bangkok should focus on the variables mentioned in this study, integrate this
study to consider their target customers by identifying them according to their generations, or
serve different generations differently.
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