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    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.
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    Fast-food restaurant customer satisfaction in Thailand: A structural equation model path analysis
    (2019-01-01)
    Tangtatswas, Ririnda
    ;
    Sornsaruht, Puris
    ;
    Pimdee, Paitoon
    This study explored the theoretical evidence and empirical data of factors influencing fast-food restaurant customer satisfaction (ST) in Thailand. The analysis was conducted on the six hypotheses relationships between ST, marketing communications (MC), brand value (BV), and brand quality (BQ). Initial analysis was conducted with use of confirmatory factor analysis [CFA], followed by a structural equation model [SEM] path analysis using LISREL 9.1 of the study's four latent variables. From the sample of 478 fast food restaurant patrons, the factors determined affecting ST were MC, BV, and BQ, which total effect [TE] values of 0.77, 0.39 and 0.27, respectively. The research also determined that further investigation needs to be undertaken to evaluate the influence of social media within the fast-food restaurant environment. This study is also original and timely as it identified the growing importance of social media tools in the fast-food marketing communications process in Thailand.