CUSTOMER SATISFACTION WITH THE SERVICE QUALITY OF STREET FOOD RESTAURANT FOR SUAN SUNANDHA RAJABHAT UNIVERSITY STUDENTS, CASE STUDY IN YAOWARAT STREET, BANGKOK, THAILAND

Khemika Gamtui, Napassorn Kerdpitak, Teerapong Pongpeng

ABSTRACT:

Customer satisfaction with services quality with the objectives 1) Study the level of customer satisfaction towards the service quality in street food restaurant in Yaowarat Street, Bangkok, Thailand 2) Compare the level of customer satisfaction towards the service quality in street food restaurant in Yaowarat Street, Bangkok, Thailand in each aspect, Thailand the sample group consisted of 200 users of Suan Sunandha Rajabhat University students using Convenience Sampling. The tools used to collect data were questionnaires. (Questionnaire) 2 parts. The statistics used are percentage, average (𝑥̅) and standard deviation (SD.) And hypothesis test statistics are t-test and One-Way ANOVA. The results of customer satisfaction levels towards the service provided by street food restaurant in Yaowarat Street, Bangkok, Thailand The overall level is at a high level with an average of (3.46) and the standard deviation is equal to (SD. = 1.06) when considering each aspect. It was found that most of the sample groups were most satisfied with Assurance. The mean was 𝑥̅ = 3.53, SD.= 1.10, followed by Responsiveness. The mean was 𝑥̅ = 3.52, SD.= 1.09 in reliability. The mean was 𝑥̅ = 3.45, SD.= 1.03. The response to service users had an average of 𝑥̅ = 3.42, SD.= 1.02 and the aspect that the sample group gave the least importance was Tangibles The mean was 𝑥̅ = 3.40, SD = 1.06. The comparison of customer satisfaction with the service provided by street food restaurant in Yaowarat Street, Bangkok, Thailand With personal characteristics such as gender, age, education level that there were statistically significant differences at 0.01 level.

KEYWORDS: Service Quality, Customer Satisfaction, Street Food Restaurant

DOI: 10.62788/x1V7j3T6yK

PUBLISHED IN: ICMIESS 2023 Conference Proceedings

DATE OF CONFERENCE: 1st - 2nd MAY 2023

CONFERENCE LOCATION: OKINAWA, JAPAN

PUBLISHER: EDUCATION STUDIO (THAILAND) CO., LTD.

ELECTRONIC ISBN: 978-616-7901-68-8

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