Publication: Marketing strategies to enhance customer satisfaction for chinese tourists at thai restaurants.
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Issued Date
2025-01-17
Resource Type
Language
eng
File Type
application/pdf
Access Rights
Open Access
Rights
ผลงานนี้เผยแพร่ภายใต้ สัญญาอนุญาตครีเอทีฟคอมมอนส์แบบ แสดงที่มา-ไม่ใช้เพื่อการค้า-ไม่ดัดแปลง 4.0 (CC BY-NC-ND 4.0)
Rights Holder(s)
Srinakharinwirot University
Suggested Citation
Yuhan Liu (2025). Marketing strategies to enhance customer satisfaction for chinese tourists at thai restaurants.. Retrieved from: https://hdl.handle.net/20.500.14740/52304
Alternative Title(s)
กลยุทธ์การตลาดเพื่อยกระดับความพึงพอใจของนักท่องเที่ยวชาวจีนที่มีต่อร้านอาหารไทย
Author(s)
Advisor(s)
Organization
Abstract
This study investigated the marketing strategies influencing customer satisfaction among Chinese tourists dining at Thai high-end restaurants. By applying the 7P Marketing Mix framework (Product, Price, Place, Promotion, People, Physical Evidence, Process) and incorporating demographic factors, the research identified actionable insights for restaurant operators. Data collected from 400 Chinese tourists were analyzed through regression and variance methods. Key findings revealed that Price had the most significant positive impact on satisfaction, with gender differences observed as female customers reported higher satisfaction. These results provide practical guidance for enhancing customer satisfaction in the context of post-pandemic tourism recovery.
Degree Name
MASTER OF BUSINESS ADMINISTRATION
Degree Level
Masters
Degree Discipline
Business Administration
Degree Grantor(s)
Srinakharinwirot University