Competitiveness Maintaining of Medium-Sized Local Restaurant Businesses in Mueang Nakhon Ratchasima in the Context of Business Adaptation in the New Normal

Abstract

The objectives of this study were to examine the key factors for maintaining competitiveness of restaurant entrepreneurs and strategies for creating competitive advantage and adapting business operations in medium-sized local food restaurants in Mueang Nakhon Ratchasima, Nakhon Ratchasima province, in the context of business adaptation in the New Normal. The sample used in this study consisted of 400 consumers who regularly visited a medium-sized local restaurants in Mueang Nakhon Ratchasima.          The data collection instrument was a questionnaire consisting of personal data, service marketing mix factors, competitive factors, competitive advantage strategies, and level of competitiveness, with a Cronbach's alpha coefficient of .920. Statistics used for data analysis included descriptive statistics and multiple regression analysis.

The results of the study showed that the three elements of service marketing mix, namely product, personnel, and process, influenced the competitiveness of entrepreneurs in medium-sized local restaurants. The dimensions of  competitive factors, consisting of innovativeness and proactiveness, had an impact on the competitiveness of entrepreneurs in medium-sized local restaurants. In addition, among the dimensions of competitive advantage strategies, market orientation was found to have the greatest impact on the competitiveness of entrepreneurs in medium-sized local restaurants, followed by differentiation, rapid response capability, and cost leadership. Therefore, entrepreneurs of medium-sized local restaurants should clearly focus on target customers and build good relationships with customers. The atmosphere should create a service that customers perceived as different and that stood out from other restaurants. The product should be developed to meet the needs of the target customers. In addition, technology should be introduced to make ordering food easier, and new creative ways should be found to reduce the burden of service.