การศึกษาวิเคราะห์สิ่งดึงดูดใจสำหรับธุรกิจบริการอาหารเคลื่อนที่
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ต.ค. 30, 2019
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สิ่งดึงดูดใจ รถขายอาหารเคลื่อนที่ บริการอาหาร กลยุทธ์การตลาด
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บทคัดย่อ
งานวิจัยนี้เป็นการรวบรวมข้อมูลจากมุมมองของลูกค้าเพื่อวิเคราะห์สิ่งดึงดูดใจลูกค้าให้ไปใช้บริการจากรถขายอาหารเคลื่อนที่ โดยเก็บข้อมูลจากผู้ตอบแบบสอบถามจำนวน 500 คน ผู้ตอบแบบสอบถามส่วนใหญ่ร้อยละ 64.2 เป็นเพศหญิงและร้อยละ 35.8 เป็นเพศชาย ข้อมูลอายุของผู้ตอบแบบสอบถาม อายุระหว่าง 16-20 ปี จำนวน 65 คน (ร้อยละ13), อายุ 21-25 ปี จำนวน 226 (ร้อยละ45.2), อายุ 26-30 ปี จำนวน 68 คน (ร้อยละ13.6), อายุ 31-35 ปี จำนวน 49 คน (ร้อยละ9.8) และ 35 ขึ้นไปจำนวน 92 คน(ร้อยละ18.4) ตามลำดับ แบบสอบถามประกอบด้วยข้อมูลพื้นฐานของเพศและอายุของผู้ตอบแบบสอบถามโดยมีข้อคำถาม 13 รายการที่เป็นคำถามวัดปัจจัยการเลือกรับประทานอาหารที่รถขายอาหารเคลื่อนที่ ปัจจัยในการตัดสินใจ 13 รายการเหล่านี้วิเคราะห์ด้วยเทคนิคการวิเคราะห์ปัจจัย จากการวิเคราะห์ปัจจัยที่น่าสนใจสามประการถูกระบุโดยการสกัดของปัจจัยที่มีค่าไอเก็น > 1.414 โดยใช้องค์ประกอบหลักเป็นวิธีการสกัดปัจจัย ผลที่ได้จากการทดสอบนี้แสดงให้เห็นถึงระดับความมั่นคงภายในที่สูง การทดสอบความกลมกลืนและการคำนวณสถิติของ Kaiser-Meyer-Olkin (KMO) ของบาร์เล็ตต์ระบุว่าจากรายการปัจจัยทั้งหมด 13 รายการส่งผลให้มีการจัดกลุ่มปัจจัยที่ลูกค้าตัดสินใจเลือกจำแนกเป็นสามกลุ่มปัจจัยและอธิบายความแปรปรวนทั้งหมด 63.261% ผลลัพธ์สุดท้ายของการวิเคราะห์ปัจจัยบ่งชี้ปัจจัยการตัดสินใจหรืออาจกล่าวได้ว่าเป็นสิ่งดึงดูดใจลูกค้าให้ไปใช้บริการแตกต่างกันสามปัจจัยเหล่านี้ถูกตั้งชื่อว่า “ชื่อเสียงของร้านเป็นที่กล่าวขานถึง”“คุ้มค่ากับเงิน” และ“อาหารปลอดภัยและอร่อย”
Article Details
รูปแบบการอ้างอิง
Suvachart, N. (2019). การศึกษาวิเคราะห์สิ่งดึงดูดใจสำหรับธุรกิจบริการอาหารเคลื่อนที่. วารสารบริหารธุรกิจและการบัญชี, 3(3), 69–94. สืบค้น จาก https://so04.tci-thaijo.org/index.php/kkbsjournal/article/view/188082
ประเภทบทความ
บทความวิจัย
บทความที่ได้รับการตีพิมพ์ในวารสารเป็นความคิดเห็นของผู้เขียน มิใช่ความคิดเห็นของกองบรรณาธิการและคณะผู้จัดทำวารสาร และบทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของวารสารบริหารธุรกิจและการบัญชี มหาวิทยาลัยขอนแก่น
เอกสารอ้างอิง
Andaleeb, S.S. & Conway, C. (2006). Customer satisfaction in the restaurant industry: an examination of the transaction-specific model. Journal of Services Marketing, 20(1), 3-11.
Bahri-Ammari, N. et al. (2016). The effects of brand attachment on behavioral loyalty in the luxury restaurant sector. International Journal of Contemporary Hospitality Management, 28(3), 559-585.
Barrows, C. & Vieira, E. (2013). Recommendations for the development of a new operational classification system for the foodservice industry. Journal of Hospitality & Tourism Research, 37(3), 349-376.
Bright, S.N. et al. (2009). Institutional foodservice benchmarking: survey of administrators’ attitudes and practices in the USA. Journal of Foodservice, 20(3), 123-132.
Canziani, B. et al. (2016). Classifying restaurants to improve usability of restaurant research. International Journal of Contemporary Hospitality Management, 28(7), 1467-1483.
Chang, Z. & Wildt, R. (1998). Impact of product information on the use of price as a quality cue. Psychology & Marketing, 13(1), 55-75.
Chiu, J. et al. (2006). Marketing strategy based on customer behavior for the LCD-TV. International Journal of Management and Decision Making, 7(7), 143-165.
DiPietro, R.B. & Milman, A. (2008). Retention factors of tipped hourly employees in the casual dining restaurant segment: exploratory research in Central Florida. International Journal of Hospitality & Tourism Administration, 9(3), 244-266.
DiPietro, R.B. & Partlow, C. (2014). Customer expectations of casual dining restaurants: the case of liberty tap room. International Journal of Hospitality & Tourism Administration, 15(4), 376-393.
Dziadkowiec, J. & Rood, A.S. (2015). Casual dining restaurant preferences: a cross-cultural comparison. Journal of Foodservice Business Research, 18(1), 73-91.
Gabor, A. & Granger, C.W.J. (1979). Price as an indicator of quality: report on an enquiry. Management Decision, 17(8), 590-618.
Grewal, D., Monroe, K.B. & Krishnan, R. (1998). The effects of price comparison advertising on buyers’ perceptions of acquisitions value, transaction value, and behavioral intentions. Journal of Marketing, 62(2), 46-59.
Ha, J. & Jang, S.S. (2010). Effects of service quality and food quality: the moderating role of atmospherics in an ethnic restaurant segment. International Journal of Hospitality Management, 29(3), 520-529.
Ha, J. & Jang, S.S. (2012). Consumer dining value: does it vary across different restaurant segments? Journal of Foodservice Business Research, 15(2), 123-142.
Ha, J. & Jang, S.S. (2013). Attributes, consequences, and consumer values: a means-end chain approach across restaurant segments. International Journal of Contemporary Hospitality Management, 25(3), 383-409.
Han, H. & Ryu, K. (2009). The roles of the physical environment, price perception, and customer satisfaction in determining customer loyalty in the restaurant industry. Journal of Hospitality & Tourism Research, 33(4), 487-510.
Han, H. & Rye, K. (2009). The roles of the physical environment, price perception, and customer satisfaction in determining customer loyalty in the restaurant industry. Journal of Hospitality & Tourism Research, 33(4), 487-510.
Harrington, R.J. et al. (2013). Key information sources impacting Michelin restaurant choice. Journal of Foodservice Business Research, 16(3), 219-234.
Hu, H.H., Parsa, H.G. & Zhao, J.L. (2006). The magic of price-ending choices in European restaurants: a comparative study. International Journal of Contemporary Hospitality Management, 18(2/3), 110-122.
Jang, S.S., Ha, J. & Park, K. (2012). Effects of ethnic authenticity: investigating Korean restaurant customers in the US. International Journal of Hospitality Management, 31(3), 990-1003.
Jedidi, K. & Jagpal, S. (2009). Handbook of pricing research in marketing. Cheltenham, Northampton: Edward Elgar.
Kasikorn Research Center. (2018). Business trend analysis. Retrieved July 30, 2019, from https://www.kasikornresearch.com/th/analysis/k-econ/business/Pages/36839.aspx
Kimes, S.E. (2008). The role of technology in restaurant revenue management. Cornell Hospitality Quarterly, 49(3), 297-309.
Kimes, S.E. & Wirtz, J. (2002). Perceived fairness of demand-based pricing for restaurants. Cornell Hotel and Restaurant Administration Quarterly, 43 (1), 31-37.
Kimes, S.E. et al. (1998). Restaurant revenue management: applying yield management to the restaurant industry. Cornell Hotel and Restaurant Administration Quarterly, 39(3), 32-39.
Kivela, J.J. (1997). Restaurant marketing: selection and segmentation in Hong Kong. International Journal of Contemporary Hospitality Management, 9(3), 116-123.
Kotler, P. & Armstrong, G. (2012). Principles of marketing. 14th ed. Upper Saddle River, NJ.: Prentice Hall.
Lee, K. & Ha, I.S. (2012). Exploring the impacts of key economic indicators and economic recessions in the restaurant industry. Journal of Hospitality Marketing & Management, 21(3), 330-343.
Lewis, R.C. & Shoemaker, S. (1997). Price-sensitivity measurement: A tool for the hospitality industry. Cornell Hotel and Restaurant Administration Quarterly, 38(2), 44-54.
Mac Con Iomaire, M. (2013). Public dining in Dublin: the history and evolution of gastronomy and commercial dining 1700-1900. International Journal of Contemporary Hospitality Management, 25(2), 227-246.
Madanoglu, M., Erdem, M. & Gursoy, D. (2008). Risk return and cost of equity of small and large casual-dining restaurants. International Journal of Hospitality Management, 27(1), 109-118.
Madanoglu, M., Lee, K. & Kwansa, F.A. (2008). Risk-return analysis of fast-food versus casual-dining restaurants: who moved my cheeseburger? Journal of Hospitality & Tourism Research, 32(3), 327-341.
Miller, K.M. et al. (2011). How should consumers’ willingness to pay be measured? An empirical comparison of the state-of-the-art approaches. Journal of Marketing Research, 48(1), 172-184.
Muller, C.C. & Woods, R.H. (1994). An expanded restaurant typology. The Cornell Hotel and Restaurant Administration Quarterly, 35(3), 27-37.
Murphy, K.S. & Olsen, M. (2009). Dimensions of high performance management system: an exploratory study of the US casual restaurant segment. International Journal of Contemporary Hospitality Management, 21 (6/7), 836-853.
Murphy, K.S. et al. (2009). An exploratory case study of factors that impact the turnover intentions and job satisfaction of multi-unit managers in the casual theme segment of the US restaurant industry. Journal of Foodservice Business Research, 12(3), 200-218.
Naipaul, S. & Parsa, H.G. (2001). Menu price endings that communicate value and Quality. Cornell Hotel and Restaurant Administration Quarterly, 42(1), 26-37.
Ogaard, T., Larsen, S. & Marnburg, E. (2005). Organizational culture and performance- evidence from the fast food restaurant industry. Food Service Technology, 5(1), 23-34.
Ottenbacher, M.C. & Harrington, R.J. (2009). The product innovation process of quick-service restaurant chains. International Journal of Contemporary Hospitality Management, 21(5), 523-541.
Peng, C., Bilgihan, A. & Kandampully, J. (2015). How do diners make decisions among casual dining restaurants? An exploratory study of college students. International Journal of Hospitality & Tourism Administration, 16(1), 1-15.
Ryu, K. & Han, H. (2010). Influence of the quality of food, service, and physical environment on customer satisfaction and behavioral intention in quick-casual restaurants: moderating role of perceived price. Journal of Hospitality & Tourism Research, 34(3), 310-329.
Ryu, K. & Jang, S.S. (2008). Influence of restaurants’ physical environments on emotion and behavioral intention. The Service Industries Journal, 28(8), 1151-1165.
Siljaru, T. (2005) Research and statistic data analysis by SPSS version 10-13. Bangkok: Business R and D Ordinary Partnership. (in Thai)
Virvilaite,R., Saladiene, V. & Skindaras, D. (2009). The relationship between Price and Loyalty in Services Industry. Engineering Economics: Commerce of Engineering Decisions, 3, 96-102.
Wang, T., Venkatesh, R. & Chatterjee, R. (2007). Reservation price as a range: an incentive compatible measurement approach. Journal of Marketing Research, 44(2), 200-213.
Weiss, R., Feinstein, A.H. & Dalbor, M. (2004). Customer satisfaction of theme restaurant attributes and their influence on return intent. Journal of Foodservice Business Research, 7(1), 23-41.
Wongnai Media Co., Ltd. (2018). Summary of restaurant information and trends in Thailand 2018. Retrieved February 1, 2018, from https://www.wongnai.com/business-owners/thailand-restaurant-trend-2018 (in Thai)
Yang, C.Y. & Chang, T.Y. (2011). Binomial real option pricing for restaurant menu analysis. Cornell Hospitality Quarterly, 52(3), 273-282.
Zeithaml, V. & Bitner, M.J. (2012). Services marketing. 6th ed. New York: McGraw Hill.
Zheng, T., Farrish, J. & Wang, X. (2012). How did different restaurant segments perform differently through the recession? An ARIMA with intervention analysis on US restaurant stock indices. Journal of Hospitality Financial Management, 20(2), 1-25.
Bahri-Ammari, N. et al. (2016). The effects of brand attachment on behavioral loyalty in the luxury restaurant sector. International Journal of Contemporary Hospitality Management, 28(3), 559-585.
Barrows, C. & Vieira, E. (2013). Recommendations for the development of a new operational classification system for the foodservice industry. Journal of Hospitality & Tourism Research, 37(3), 349-376.
Bright, S.N. et al. (2009). Institutional foodservice benchmarking: survey of administrators’ attitudes and practices in the USA. Journal of Foodservice, 20(3), 123-132.
Canziani, B. et al. (2016). Classifying restaurants to improve usability of restaurant research. International Journal of Contemporary Hospitality Management, 28(7), 1467-1483.
Chang, Z. & Wildt, R. (1998). Impact of product information on the use of price as a quality cue. Psychology & Marketing, 13(1), 55-75.
Chiu, J. et al. (2006). Marketing strategy based on customer behavior for the LCD-TV. International Journal of Management and Decision Making, 7(7), 143-165.
DiPietro, R.B. & Milman, A. (2008). Retention factors of tipped hourly employees in the casual dining restaurant segment: exploratory research in Central Florida. International Journal of Hospitality & Tourism Administration, 9(3), 244-266.
DiPietro, R.B. & Partlow, C. (2014). Customer expectations of casual dining restaurants: the case of liberty tap room. International Journal of Hospitality & Tourism Administration, 15(4), 376-393.
Dziadkowiec, J. & Rood, A.S. (2015). Casual dining restaurant preferences: a cross-cultural comparison. Journal of Foodservice Business Research, 18(1), 73-91.
Gabor, A. & Granger, C.W.J. (1979). Price as an indicator of quality: report on an enquiry. Management Decision, 17(8), 590-618.
Grewal, D., Monroe, K.B. & Krishnan, R. (1998). The effects of price comparison advertising on buyers’ perceptions of acquisitions value, transaction value, and behavioral intentions. Journal of Marketing, 62(2), 46-59.
Ha, J. & Jang, S.S. (2010). Effects of service quality and food quality: the moderating role of atmospherics in an ethnic restaurant segment. International Journal of Hospitality Management, 29(3), 520-529.
Ha, J. & Jang, S.S. (2012). Consumer dining value: does it vary across different restaurant segments? Journal of Foodservice Business Research, 15(2), 123-142.
Ha, J. & Jang, S.S. (2013). Attributes, consequences, and consumer values: a means-end chain approach across restaurant segments. International Journal of Contemporary Hospitality Management, 25(3), 383-409.
Han, H. & Ryu, K. (2009). The roles of the physical environment, price perception, and customer satisfaction in determining customer loyalty in the restaurant industry. Journal of Hospitality & Tourism Research, 33(4), 487-510.
Han, H. & Rye, K. (2009). The roles of the physical environment, price perception, and customer satisfaction in determining customer loyalty in the restaurant industry. Journal of Hospitality & Tourism Research, 33(4), 487-510.
Harrington, R.J. et al. (2013). Key information sources impacting Michelin restaurant choice. Journal of Foodservice Business Research, 16(3), 219-234.
Hu, H.H., Parsa, H.G. & Zhao, J.L. (2006). The magic of price-ending choices in European restaurants: a comparative study. International Journal of Contemporary Hospitality Management, 18(2/3), 110-122.
Jang, S.S., Ha, J. & Park, K. (2012). Effects of ethnic authenticity: investigating Korean restaurant customers in the US. International Journal of Hospitality Management, 31(3), 990-1003.
Jedidi, K. & Jagpal, S. (2009). Handbook of pricing research in marketing. Cheltenham, Northampton: Edward Elgar.
Kasikorn Research Center. (2018). Business trend analysis. Retrieved July 30, 2019, from https://www.kasikornresearch.com/th/analysis/k-econ/business/Pages/36839.aspx
Kimes, S.E. (2008). The role of technology in restaurant revenue management. Cornell Hospitality Quarterly, 49(3), 297-309.
Kimes, S.E. & Wirtz, J. (2002). Perceived fairness of demand-based pricing for restaurants. Cornell Hotel and Restaurant Administration Quarterly, 43 (1), 31-37.
Kimes, S.E. et al. (1998). Restaurant revenue management: applying yield management to the restaurant industry. Cornell Hotel and Restaurant Administration Quarterly, 39(3), 32-39.
Kivela, J.J. (1997). Restaurant marketing: selection and segmentation in Hong Kong. International Journal of Contemporary Hospitality Management, 9(3), 116-123.
Kotler, P. & Armstrong, G. (2012). Principles of marketing. 14th ed. Upper Saddle River, NJ.: Prentice Hall.
Lee, K. & Ha, I.S. (2012). Exploring the impacts of key economic indicators and economic recessions in the restaurant industry. Journal of Hospitality Marketing & Management, 21(3), 330-343.
Lewis, R.C. & Shoemaker, S. (1997). Price-sensitivity measurement: A tool for the hospitality industry. Cornell Hotel and Restaurant Administration Quarterly, 38(2), 44-54.
Mac Con Iomaire, M. (2013). Public dining in Dublin: the history and evolution of gastronomy and commercial dining 1700-1900. International Journal of Contemporary Hospitality Management, 25(2), 227-246.
Madanoglu, M., Erdem, M. & Gursoy, D. (2008). Risk return and cost of equity of small and large casual-dining restaurants. International Journal of Hospitality Management, 27(1), 109-118.
Madanoglu, M., Lee, K. & Kwansa, F.A. (2008). Risk-return analysis of fast-food versus casual-dining restaurants: who moved my cheeseburger? Journal of Hospitality & Tourism Research, 32(3), 327-341.
Miller, K.M. et al. (2011). How should consumers’ willingness to pay be measured? An empirical comparison of the state-of-the-art approaches. Journal of Marketing Research, 48(1), 172-184.
Muller, C.C. & Woods, R.H. (1994). An expanded restaurant typology. The Cornell Hotel and Restaurant Administration Quarterly, 35(3), 27-37.
Murphy, K.S. & Olsen, M. (2009). Dimensions of high performance management system: an exploratory study of the US casual restaurant segment. International Journal of Contemporary Hospitality Management, 21 (6/7), 836-853.
Murphy, K.S. et al. (2009). An exploratory case study of factors that impact the turnover intentions and job satisfaction of multi-unit managers in the casual theme segment of the US restaurant industry. Journal of Foodservice Business Research, 12(3), 200-218.
Naipaul, S. & Parsa, H.G. (2001). Menu price endings that communicate value and Quality. Cornell Hotel and Restaurant Administration Quarterly, 42(1), 26-37.
Ogaard, T., Larsen, S. & Marnburg, E. (2005). Organizational culture and performance- evidence from the fast food restaurant industry. Food Service Technology, 5(1), 23-34.
Ottenbacher, M.C. & Harrington, R.J. (2009). The product innovation process of quick-service restaurant chains. International Journal of Contemporary Hospitality Management, 21(5), 523-541.
Peng, C., Bilgihan, A. & Kandampully, J. (2015). How do diners make decisions among casual dining restaurants? An exploratory study of college students. International Journal of Hospitality & Tourism Administration, 16(1), 1-15.
Ryu, K. & Han, H. (2010). Influence of the quality of food, service, and physical environment on customer satisfaction and behavioral intention in quick-casual restaurants: moderating role of perceived price. Journal of Hospitality & Tourism Research, 34(3), 310-329.
Ryu, K. & Jang, S.S. (2008). Influence of restaurants’ physical environments on emotion and behavioral intention. The Service Industries Journal, 28(8), 1151-1165.
Siljaru, T. (2005) Research and statistic data analysis by SPSS version 10-13. Bangkok: Business R and D Ordinary Partnership. (in Thai)
Virvilaite,R., Saladiene, V. & Skindaras, D. (2009). The relationship between Price and Loyalty in Services Industry. Engineering Economics: Commerce of Engineering Decisions, 3, 96-102.
Wang, T., Venkatesh, R. & Chatterjee, R. (2007). Reservation price as a range: an incentive compatible measurement approach. Journal of Marketing Research, 44(2), 200-213.
Weiss, R., Feinstein, A.H. & Dalbor, M. (2004). Customer satisfaction of theme restaurant attributes and their influence on return intent. Journal of Foodservice Business Research, 7(1), 23-41.
Wongnai Media Co., Ltd. (2018). Summary of restaurant information and trends in Thailand 2018. Retrieved February 1, 2018, from https://www.wongnai.com/business-owners/thailand-restaurant-trend-2018 (in Thai)
Yang, C.Y. & Chang, T.Y. (2011). Binomial real option pricing for restaurant menu analysis. Cornell Hospitality Quarterly, 52(3), 273-282.
Zeithaml, V. & Bitner, M.J. (2012). Services marketing. 6th ed. New York: McGraw Hill.
Zheng, T., Farrish, J. & Wang, X. (2012). How did different restaurant segments perform differently through the recession? An ARIMA with intervention analysis on US restaurant stock indices. Journal of Hospitality Financial Management, 20(2), 1-25.
