Standard indicators of Thai restaurant marketing management for ASEAN market

บทคัดย่อ

     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.