THE MANAGEMENT MODEL FOR RESTAURANT BUSINESS ENTREPRENEURS IN “NEW NORMAL” AGE

Abstract

          The Objectives of this research article were to 1) study model and problems found in restaurant managements in the “New Normal” age by restaurant entrepreneurs. 2) study factors in success of restaurant management in the “New Normal” age by restaurant entrepreneurs. 3) create a restaurant management model for the “New Normal” age by restaurant entrepreneurs. This study is a mixed method research. By in-depth interviewing 20 restaurant entrepreneurs in Bangkok Metropolitan Area and using questionnaire to collect information from 400 restaurant entrepreneurs in Bangkok Metropolitan Area. Information from both approaches is used to synthesize a draft restaurant management pattern for the “New Normal” age, which is then verified by multiple linear regression. The research found that: There are 4 model in success of restaurant management in the “New Normal” age: financial, learning and development, internal management and customer. The most important problems are lack of clear measure or operational plan from the government for entrepreneurs. 2) factors in success of the management shows that financial management, learning and development, internal management, and customer have high level importance on business operation. 3) The model for restaurant entrepreneurs found that all four factors have a role in success of restaurant management in the “New Normal” age. The Financial management is the most important factor in restaurant management in the “New Normal” age (36.70%) follows, by customer (24.80%), learning and development (23.00%), and internal process (22.50%). 76.60% of the relationship between four factors can be explained.