Bonchon Recommendation

Important Findings

Most respondents have the income between THB25000 - 40000 like fried chicken and spend more than THB300 per meal at BonChon. The strong point on service quality is the right order. For food quality, all the dishes are very well cooked, taste delicious and smell good. From descriptive table, respondents agreed mostly on the food quality and followed by food taste. Moreover, the correlation result shows that 5 out of 7 independent variables have significant correlation with customer satisfaction. The 5 variables are; service quality, price fairness, food quality, physical environment and perceive value. The most related variable is the food quality followed by perceives value.

 If we look into details and comparing on the past studies, for service quality and customer satisfaction, past studies concluded that service quality is an imperative indication of consumer satisfaction. This discovering strengthens the requirement for restaurant owners to keep improve the service to perfection. In this research, service quality also plays an important role on the customer satisfaction as well but the relationship is quite marginal.

For price fairness and customer satisfaction, past studies suggested that price fairness is decidedly related with customer satisfaction. The outcomes give backing to the claim that price fairness of a given cost is connected to customer satisfaction. This research also has the same result and the strength level of relationship is moderate.

For food quality and customer satisfaction, the past studies concluded that food quality has an important role on creating customer perceived value which directly affects the customer satisfaction. In this research, the result is also the same and the relationship is marginal.

For food taste and customer satisfaction, previous studies suggested that food taste is one component of food quality which has significant affect to customer perceived value which then positively affects the customer satisfaction. However in this research, food taste has no relationship with customer satisfaction.

        For restaurant image and customer satisfaction, the past studies explained that image and consumer satisfaction are the most imperative components considered by clients in their discourse to repurchase, suggest and show unwaveringness. However, for this study, restaurant image is not significant related to customer satisfaction. The change in image will not affect the satisfaction.

        For physical environment and customer satisfaction, the past studies showed that physical environment has positive effect to service quality and the service quality is significant related to customer satisfaction. This research also has the same result and the strength level of relationship is moderate.