Factors Influencing the Performance of Full-Service Restaurants in Bangkok
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Abstract
This research aims to study 1) analyze the confirmatory components of the factors affecting the performance of full-service restaurants, 2) study the factors affecting the performance of full-service restaurants, 3) create a structural equation model of the factors affecting the performance of full-service restaurants, and 4) propose guidelines for improving the performance of full-service restaurants. The research methodology is a mixed-methods approach using the concepts of entrepreneurial orientation, innovation capability, sustainable competitive advantage, and performance as a research framework to generate new insights applicable to improving the performance of full-service restaurants in Bangkok. The research area is Bangkok, and the sample group is 394 full-service restaurants registered with the Office of Small and Medium Enterprises Promotion (OSMEP) in 2022 of all business sizes. The sampling method was convenience sampling, and the key informants were those with experience in entrepreneurial orientation. The research instruments consisted of 1) questionnaires and 2) semi-structured interviews. The data were analyzed using Structural Equation Modeling (SEM), and the qualitative research used content analysis. The research results revealed that: 1) The observable variable that was most influenced by the latent variable was profit growth. 2) The factor that most affected the operational efficiency of full-service restaurants in Bangkok was profit growth. 3) The variable that had the most direct influence on operational efficiency was sustainable competitive advantage. 4) The guidelines for improving the efficiency of restaurants were having experience, focusing on entrepreneurial orientation, using innovation, creating a competitive advantage, and increasing efficiency from market share and customer satisfaction. The findings from this research can be used to develop operational strategies for restaurants by focusing on entrepreneurial orientation, selecting appropriate innovations to create sustainable competitiveness and increase operational efficiency.
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