Analysis of Optimal Attributes of Foods and Services in Huaplachongnonsea Restaurant, Srinakarin Branch

Abstract

This research aimed to study consumers’ needs and analyze food qualities and services at Huaplachongnonsea restaurant (Srinakarin branch). The data was collected from interviews by using questionnaires to ask 260 customers who consumed services at this restaurant and analyzed using the Kano model.

The results demonstrated that consumers generally were female, with average ages of 37 years old, had on average 4 family members, were married, held a bachelor's degree, and worked for a public company with an average salary of 51,110 baht per month. Mostly, the customers recognized the restaurant by passing by and through the recommendations from previous customers, respectively. On average, the customers came to the restaurant twice a month, with average costs of 1,227 baht per meal from 4.01 p.m. to 8 p.m. with their family. In addition, the customers came to the restaurant with friends for regular meals. The Kano model analysis results showed that the most positive impressions were the freshness of food ingredients, having a special discount, having a birthday promotion, and providing Wi-Fi services. Moreover, what the customers had expected from the restaurant were reasonable prices, good food quality and quantity, and adequate parking. Furthermore, offering several varieties of food would gain more impressions from customers.