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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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    A structural equation modeling on factors related to the brand loyalty of diners to certified thai restaurants in the United States
    (2019-06-01)
    Auapinyakul, Woravat
    ;
    Deebhijarn, Samart
    The study examines a set of factors for their influence on the brand loyalty of diners to certified Thai Restaurants in the United States. Specifically, the study investigates the hypothesized direct or indirect influences of image, service quality, customer expectations, sensory perception, and customer satisfaction on brand loyalty. A total of 620 diners who had eaten at least once in certified Thai restaurants in the United States were interviewed using a self-accomplished questionnaire. Results confirm almost all of the hypothesized influences of the structural equation model variables on loyalty. Customer satisfaction is the factor having the strongest influence on loyalty, followed by customer expectations, service quality, image, and sensory perception in that order. Overall, the variances in loyalty, customer satisfaction, and sensory perception are well-explained by the variables included in the model, but there are nuances in which to appreciate these key findings. Data are useful for Thailand as it continues to deepen its offshore strategies to further cement the competitiveness of Thai Select and Thai Select Premium restaurants in the United States.