Factors affecting the selection of restaurants in Bangkok received the bib gourmand by michelin award

Abstract

The objectives of this quantitative research were 1) to study consumer behavior to select Bangkok restaurants receiving Bib Gourmand awarded by Michelin, 2) to compare decision-making to select Bangkok restaurants receiving Bib Gourmand awarded by Michelin, classified by demographic characteristics, and 3) to study the relationship between service marketing mix factors and the decision-making process affecting the decision to select Bangkok restaurants receiving Bib Gourmand awarded by Michelin. The sample of this study consisted of 400 Thai consumers with at least once experience to use the service of Bangkok restaurants receiving Bib Gourmand awarded by Michelin. A questionnaire was used as a research instrument to collect data. Data collected were analyzed by statistics including frequency, percentage, mean, standard deviation, t-test and F-test, one-way analysis of variance and the Pearson’s correlation coefficient. The results of this research indicated that most of the respondents were female, between 20-30 years, worked as a private company employee, graduated with a Bachelor's degree or equivalent, earned an average monthly income of 15,000-25,000 baht and had a single status. In terms of consumer behavior, most of the respondents have known Bib Gourmand by Michelin award. The most popular restaurant was Krua Apsorn (Sam Sen). The average duration of waiting for each service was 11-30 minutes. An influential person for purchase decision was oneself. They used the service for dinner, during Saturday – Sunday. The frequency of using the service was about once per month and the average cost per person was 101-400 baht per time. Service marketing mix factors affecting the decision to select Bangkok restaurants receiving Bib ourmand awarded by Michelin for both overall and individual aspects were at a high level. Decision-making process affecting the decision to select Bangkok restaurants receiving Bib Gourmand awarded by Michelin for both overall and individual aspects were at a high level. In terms of comparing demographic characteristics, the respondents with different age, occupation, monthly income, and marital status had different decision to select Bangkok restaurants receiving Bib Gourmand awarded by Michelin with a statistical significance level of 0.05. In addition, service marketing mix factors were moderately positively related with the decision-making process affecting the decision to select Bangkok restaurants receiving Bib Gourmand awarded by Michelin. When individual aspects were considered, six factors, including product, place, promotion, people, process, and physical evidence were moderately related with the decision-making process. However, price was related with the decision-making process at a low level.