Standard indicators of Thai restaurant marketing management for ASEAN market

Authors

  • Prin Laksitamas Doctoral Program in Marketing, Siam University, Bangkok 10160, Thailand

Keywords:

ASEAN market, standard indicator, Thai restaurant marketing management

Abstract

     The research studied the development of standard indicators of Thai restaurant marketing management for ASEAN using secondary order confirmatory factor analysis. The research findings indicated that the standard indicators of Thai restaurant marketing management for ASEAN were created consistently with empirical data, comprising 44 indicators from 2 subcomponents. Each subcomponent had convergent validity because the construct reliability was more than 0.60 and the average variance extracted was more than 0.50.

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Published

01-12-2016

How to Cite

Laksitamas, P. (2016). Standard indicators of Thai restaurant marketing management for ASEAN market. Kasetsart Journal of Social Sciences, 37(3), 319–332. Retrieved from https://so04.tci-thaijo.org/index.php/kjss/article/view/243051

Issue

Vol. 37 No. 3 (2016): September - December

Section

Thai articles

License

This is an open access article under the CC BY-NC-ND license http://creativecommons.org/licenses/by-nc-nd/4.0/