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Author: search.filters.author.Pimdee, PaitoonSubject: search.filters.subject.Hospitality

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    Item type:Publication,
    Antecedents to Thai health food restaurant guest loyalty: A SEM analysis
    (2020-01-01)
    Phadungjit, Sommanasak
    ;
    Sornsaruht, Puris
    ;
    Pimdee, Paitoon
    Globally, major shifts are occurring in dietary patterns with numerous studies suggesting that eating healthy food is an ever-growing consumer trend. This study, therefore, investigates the interrelationships and effects of marketing communications (MAR), recognition of value (RV), guest trust (GT), and guest satisfaction (GS) on health food restaurant guest loyalty (GL) in Thailand. LISREL 9.1 was used to conduct both a CFA and SEM analysis of the nine hypotheses from a sample of 484 health food restaurants' guests. Results revealed that the factors affecting GL from highest to lowest, were MAR, GT, GS, and RV, with a total effect (TE) value of 0.92, 0.43, 0.22 and 0.17, respectively. Additionally, the amount of variance that GL shared with the others in the analysis was 84% (R<sup>2</sup>). Furthermore, the authors suggest that MAR is now playing an essential role in the eyes of today's digitally enabled consumer, and that restaurant entrepreneurs need to embrace and understand new social media platforms. Restaurant entrepreneurs must also be aware of quick technological change and the reinvention of the traditional dining experience, which is now forcing change on how the restaurant sector operates. Finally, guest loyalty is of critical importance as numerous studies have concluded that the desired outcome of the marketing process is guest loyalty.