Professional Documents
Culture Documents
1)
2)
3)
10
400
7 (Confirmatory Factor
Analysis: CFA)
7 3 - 2556
195
7
(Practical People)
(Beach
Aesthetic) (Reasonable Price) (Proactive
Promotion) (Beach Environment)
(Local Tourism Marketing)
(Integrated Meal Offering)
P-BRIT
7
(Confirmatory Factor Analysis: CFA)
7
(Beach Aesthetic)
(Sign Accessibility)
(Specialized (Reasonable Price)
(Local Tourism Marketing)
(Beach Environment)
(Integrated Meal Offering)
S-BRIT
ABSTRACT
This study investigated the context of coastal restaurant business in
Hua-Hin, Prachuap Khiri Khan in general, the creation of tourism potential,
the Thai and foreign customers satisfaction in restaurant service, and the
marketing distribution mix of the restaurant management that assists in
maximizing customers satisfaction. The sample population in this study
included 10 restaurants in Hua-Hin. The survey was carried on by on-site
196
7 3 - 2556
7 3 - 2556
197
2 40%
(
2 ..2555)
147 3.01%
100 ( ,
, 2552)
4
Zeithaml-Bither (2000)
198
7 3 - 2556
(Words of
mouth)
( , 2539)
(WOM : word-of-mouth)
( , 2549)
/
7 3 - 2556
199
1.
2.
3.
1)
6
( 2554- 2555) 6
400 400
10
Snow Ball ()
( , 2553) La
Mer
2)
(Quantitative Research)
(Qualitative Research)
2 (1) (Depth Interview) (2)
(Questionnaire)
1) (Descriptive Statistics Analysis)
200
7 3 - 2556
1
(Frequency) (Percentage)
2
(Frequency)
(Percentage) (Arithmetic Means)
(Standard Deviation)
3
(Arithmetic Means) (Standard Deviation)
4
(Content Vadility) 5
Item Objective Congruent (IOC) 0.86
Alpha Coefficient Cronbach
(Reliability) 0.87 (3)
(Exploratory
Factor Analysis : EFA)
(Varimax)
(Confirmatory Factor Analysis)
(Measurement model)
7 3 - 2556
201
1
1.
25-34
/ 10,001-20,000
2.
55-64
Scandinavian Europe America Asean
50,000
2
(Exploratory Factor Analysis:
EFA) (7 P's Strategy)
(Exploratory Factor Analysis: EFA) (7 P's Strategy)
(Exploratory Factor Analysis : EFA)
7
Factor 1 (Practical People)
Factor 2 (Reasonable Price) Factor 3
202
7 3 - 2556
7 3 - 2556
203
.67
e1
.19
e2
.18
.24
e3
.43
people3
.59
process6
.56
e6
process5
.61
e7
people8
.57
e8
process4
.55
.24
.15
e9
process7
.82
.68
e10
people4
.51
.62
.33
.22
e11
.17
.29
-.16.20
e12
.31
.16
e13
.18
.15
-.22
process8
.48
people5
.49
people1
.72
e18
price5 .71
e19
price1 .67
e20
price2 .69
e21
price7 .65
.81
e22
.70
price8 .49
e23
.63
price6 .43
e24
.31
.27
.38
-.23
-.14
-.15
.13
-.40
price4 .59
promo4.56
e27
promo7.68
e28
promo5.62
.79
e29
.70
promo6.49
e30
promo8
.59
e31
place3.59
e32
place4.45
.67
e33
.70
place2.49
-.19
.28
.63
Reasonable
Price
.80
Z3
.77
.75
.83
place1
product7
.72
e36
product6
.43
.66
e37
.82
product8
.67
e38
product5
physic5.54
e40
physic3.63
.79
e41
.51
physic2.26
e42
physic6
e43
promo1.77
.88
e44
promo2
.67
.77
.77
service strategy
.69
.45
Z4
.48
Beach
Environment
.52
.88
Z5
.56
.85
.27
.29
.70
Integrated
Meal Offerings
.38
e39
.45
Local Tourism
Marketing
.31
e35
.50
Z2
price3 .40
e26
e34
.91
.85
.85
.82
.83
.66
e25
.38
.31
.69
.70
process2
.54
e17
.16
-.18
.73
.73
e16
.35
.84
.73
process1
.53
e15
.33
Z1
Practical
People
process3
.38
physic4.53
.16
.82
.82
.82
.83
.77
.75
.78
.75
.74
.72
e14
-.17
.17
people2
.69
e5
.20
.20
people7
.67
e4
.41
-.17.16.24
.27.26.37
people6
.67
Z6
.62
.73
.77
Beach
Aesthetic
s
Z7
.77
.87
.49
Proactive
Promotion
1
(Confirmatory Factor Analysis: CFA)
/ (2 / df )
1.979 2
0.90 GFI=0.932,
AGFI=0.904, NFI=0.978, IFI=0.936, CFI=0.935
0.08 RMR=0.052 RMSEA=0.050
7 3 - 2556
204
2.
.31
e1
people5
.41
e2
people7
.32
.31
.27
e3
.28
.30
-.12 .34
people8
.35
e5
people3
.37
e6
people4
.56
e7
process4
.37
.61
e8
-.19
.42 -.23 .25
.60
process8
.36
.15
-.17
.29
-.18
e9
e10
e11
-.17
e12
people1.60
.23
e13
process3.35
e14
people2
.48
e15
price1 .49
.16
.29
-.18
.24
-.19
-.16
-.16
-.25
.51
e16
price2 .48
e17
price5 .41
e18
price3 .45
.67
e19
.74
price8 .55
e20
.57
price6 .50
e21
-.12
-.18
-.16
.18
.17
.12
.14
.16
-.12
.18 -.23
.12
-.14
.32
-.21
-.16
-.14
.23
.22
price4 .57
promo4
.56
e24
promo7
.56
e25
promo5
.41
e26
promo2
.31
.56
e27
.76
promo1
.57
e28
.55
promo3
.50
-.27
.21
e29
.18
e30
.19
.16
.14
-.16
.17
-.22
.12
.12
.45
product5
.31
product4
.41
e36
place5.49
e38
-.16.18
.14
z3
.36
.60
Local
Tourism
Marketing
service strategy
.32
.54.46
Z4
.69
.80
physic1.26
.51
e41
physic8
e42
physic6.38
.62
e43
physic4
.72
.91
.94
.31
.60
Beach
Environment
.29
e40
.42
Z5
.64
place4
physic3.37
.56
.29
Integrated
Meal Offerings
.70
place3.53
.73
e39
Z6
.83
.54
.61
Signs for
Accessibility
Z7
.28
.19
-.25
.87
.75
.75
.75
.64
.56
product7
.67
.45
.60
product8
.36
e35
e37
.17
.90
.75
Reasonable
Price
promo6
.47
product6
.64
e34
.25
Z2
promo8
.31
e32
-.26
-.11
.69
.70
.69
.64
.71
e31
e33
.82
price7 .32
e23
.53
Z1
Specialized
Staff
.71
e22
.15
.56
.64
.57
.63
.59
.61
.75
.68
.74
process7
.46
.60
process.54
6.71
.50
process2
.36
.26
.17
.12
-.13
.15
-.11
.23
people6
.39
e4
.53
.89
Beach
Aesthetics
2
/ (2 / df )
1.985 2
7 3 - 2556
205
P-BRIT
-P-Practical People
-Proactive
Promotion
-B-
-TLocal Tourism
-Beach
Environment
Marketing
-Beach
Aesthetics
P-BRIT
-IIntegrated Meal
Offering
-RReasonable Price
3 P-BRJT
206
7 3 - 2556
1. (Practical People)
Team work
(2542) ; Payne A. (1993)
2. (Proactive Promotion)
(Channel of Distribution)
3. (Beach Environment)
Beach
restaurant Signature
classic stand alone
(Walker & Lundberg, 2005)
4. (Beach
Aesthetics)
7 3 - 2556
207
5. (Reasonable Price)
(2547)
6. (Integrated Meal
Offering)
208
7 3 - 2556
-S-Specialized
staff
-Signs for
Accessibility
-B-Beach
Environment
-TLocal Tourism
Marketing
-Beach
Aesthetics
S-BRIT
-IIntegrated Meal
Offering
-RReasonable
Price
4 S-BRIT
S-BRIT
1. (Specialized Staff)
Rosenberg, Larry J., & Czepiel, John A. (1984)
7 3 - 2556
209
(2547)
3. ( Beach
Environment) /
(2542)
(Location)
4. (Beach
Aesthetics)
Clean Food Good Taste
5.
Paul R. Dittmer and Gerald G. Griffin (1989)
3
210
7 3 - 2556
.
Brand
7 3 - 2556
211
212
7 3 - 2556
1.
2.
1.
2.
3.
. (2549). . :
.
. (2547). . :
.
. (2547). Service Marketing. :
().
. (2553). SPSS.
11. : .
7 3 - 2556
213
. (2539). . :
.
. (2538). . :
.
. (2542). . :
.
. (2552).
, .
http://knowledgebase.dbd.go.th/DBD
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