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Author: search.filters.author.Supawan, Panadda

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    Factors affecting business performance of thai restaurants in the United Kingdom: A structural equation model
    (2020-01-01)
    Supawan, Panadda
    ;
    Deebhijarn, Samart
    As Thailand fulfills its goal of becoming the “kitchen of the world,” it continually seeks to understand the various organizational issues surrounding the overseas operations of its Thai restaurants, for promotion and marketing purposes. This report discusses the data derived from a structural equation modeling of five factors—growth strategy, marketing mix, business characteristics, business norms, and business environment—in relation to the business performance of Thai restaurants in the United Kingdom (U.K.). Of the 1,600 Thai restaurants in the U.K., 300 were randomly sampled for the survey, from which either the restaurant owners or managers were interviewed using a self-accomplished questionnaire. Of the three predictors of business performance, marketing mix had the strongest effects, followed by growth strategy, and business characteristics. Of the three predictors of growth strategy and marketing mix, business norms and business characteristics were both dominant, followed by business environment. Overall, the structural equation model developed in this study had explained 64.8% of the business performance of Thai restaurants in the U.K. There is a need to re-examine the model factors in the context of industry-wide competition in order to understand the broader contexts of business performance.
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    Thai cuisine restaurant performance in the United Kingdom (UK): A SEM analysis
    (2019-01-01)
    Supawan, Panadda
    ;
    Sornsaruht, Puris
    ;
    Pimdee, Paitoon
    The United Kingdom's out-of-home (OOH) foodservice industry in 2019 is estimated to be worth over £56 billion, with Thai cuisine restaurants estimated to be over 1,600 in this U.K. service sector. As such, the authors set out to investigate which factors influenced a Thai restaurant's performance (PF) in the United Kingdom. An analysis was conducted on the six hypotheses interrelationships between a Thai cuisine restaurant's food safety and hygiene leadership (RFSHL), service capability (SC), competitive advantage (CA), and performance (PF). Initial analysis was conducted by the 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 audited questionnaire sample of 368 Thai restaurant entrepreneurs and managers, the factors affecting PF were RFSHL, SC, and CA, which total effect [TE] values of 0.77, 0.50 and 0.29, respectively. The results showed that all the model's variables influenced the performance (PF) of Thai restaurants operating in the U.K. as the combined influence of the factors (R2) was 59%. It must be also noted that data suggests that restaurant entrepreneurs must embrace technological change and the use of social media platforms along with smartphones to facilitate the UK consumers shift to convenience, takeaway, and home delivery. There is also the need to market Thai food as a healthy and delicious alternative to other foods and create in-restaurant 'ambiance'.