Guideline for marketing strategic planning to increase value of the restauraunt

Name: Nuchwara Bantarawon

keyword: Marketing mix

; Customer behavior

; Customer satisfaction

; Restaurant analysis

Abstract: Nowadays, people lead busy urban lifestyles and rarely have time to cook at home. The restaurant business has grown continuously to cater for this demand. Budding, entrepreneurs need to recognize these changes in consumer behavior and adapt marketing mix (7P’s) to maximize customer satisfaction. Competitors should be evaluated and analyzed, with results used to develop a successful marketing strategy. Consumer behavior and marketing mix (7P’s) including Product, Price, Place, Promotion, People, Physical evidence and Process were investigated, together with competitors to analyze restaurant potential. A qualitative research method used in-depth interviews and participant observation for data collection. The sample was 30 consumers who usually use restaurant services more than three times per week. Data quality was checked using the triangulation method including in-depth interviews, participant observation and secondary data. Results showed that for marketing mix factors, participants placed the most importance on Product as satisfaction with the taste and quality of the food. Process was rated the second most important as satisfaction with the speed of food delivery. Waiting a long time for food delivery had the greatest negative impact on participants’ satisfaction. Place was rated as the third most important factor, and participants were satisfied with the convenience of ordering food and receiving the food channel. Competitor analysis identified many different types of food outlets, mostly offering lower prices than restaurants with excellent customer service. Entrepreneurs must have a strategic plan to solve problems and maximize satisfaction, using the strength of the restaurant as a competitive advantage. Besides, the restaurant needs to improve on Business Model to provide good customer service and also add value to the restaurant. Research results will assist marketers and entrepreneurs to understand and identify the marketing mix factors that most affect consumer satisfaction, and apply this knowledge to increase competitiveness and expand their customer base. These findings can be utilized by researchers studying marketing mix aspects to consolidate their results

Thammasat University. Thammasat University Library

Address: BANGKOK

Email: preserv@tu.ac.th

Name: Jitiporn Wongwatcharapaiboon

Role: advisor

Created: 2019

Modified: 2022-09-27

Issued: 2022-09-27

วิทยานิพนธ์/Thesis

application/pdf

DOI: 10.14457/TU.the.2019.1160

eng

DegreeName: Master of Science

Level: Master's Degree

Descipline: Design, Business and Technology Management

Grantor: Thammasat University

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