Please use this identifier to cite or link to this item: https://ir.swu.ac.th/jspui/handle/123456789/29456
ชื่อเรื่อง: The Evidence of a Thai Restaurant’s Mass Customization Implementation for Firm Survival During the Pandemic Crisis
ผู้แต่ง: Piriyakul I.
Nambuddee N.-A.
Piriyakul R.
Piriyakul M.
Keywords: Consumption Experience
Customer Collaborative Management
Mass Customization
Product Design
วันที่เผยแพร่: 2023
สำนักพิมพ์: IGI Global
บทคัดย่อ: To survive in any crisis, business owners and executives must be able to adapt and change in all aspects of business functions, especially in the marketing function. The aim of the study is to investigate an efficient marketing strategy to provide the implementation for firms’ survival. To explore the advantages and how to manage a mass customization strategy in the restaurant business during a pandemic period. The authors conducted the research by selecting restaurants that have proven successful and exploring the key success management factors for further proof. The results show that the moderator, customer collaboration management, of the restaurant sector has a positive impact on the relationship between consumption experience and customer satisfaction through customer engagement. Additionally, the result indicates that the strategic and process implications during a crisis must be tailored to the sub-stages. © 2023 IGI Global. All rights reserved.
URI: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85169818619&doi=10.4018%2fIJABIM.323797&partnerID=40&md5=29d364c487afeaea301548ba3e054cc2
https://ir.swu.ac.th/jspui/handle/123456789/29456
Appears in Collections:Scopus 2023

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