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

Abstract

This research aims to study consumers’ needs and to 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 by 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, marriage status and held Bachelor degree education level, worked for public company with average salary 51,110 baht per month. Mostly, the customers recognized the restaurant via passing by the restaurant and through the recommendations from the previous customers, respectively. On average, the customers came to the restaurant twice a month, with average costs of 1,227 baht per meal during 4.01 pm. to 8.00 pm with their family. In addition, the customers came to the restaurant with friends on regular meals. The Kano model analysis results showed that the most impression were the fresh of food ingredients, having special discount, having birthday promotion, and providing Wifi services. Moreover, the customers had expected from the restaurant were reasonable prices with food qualities and quantities and having adequate parking places. Furthermore, offering several variety of food would gain more impression from the customers.