Exploring the link of service quality, customer satisfaction and customer loyalty for Mandalay Food House

Name: Win Pa Pa Lwin

keyword: Quantitative research

LCSH: Mandalay Food House

Classification :.DDC: 658.8342

; Service quality

LCSH: Consumer satisfaction -- Myanmar

; Customer satisfaction

LCSH: Customer loyalty -- Myanmar

; Customer loyalty

LCSH: Restaurants -- Burma

; SERVQUAL

; Cronbach's alpha

Abstract: In the intense competition of food service providers industry in Bangkok, Myanmar restaurants industry is significantly increasing with the same level of raising population of Myanmar people in Thailand. Among the Myanmar restaurants, Mandalay Food House will be focused in this research because this restaurant is famous and wellknown place with cultural influences, can access easily to get there, and have a wide variety of Myanmar cuisine. Globally, a lot of customers are facing the choice of which restaurants to enjoy their time, to have a good mood and to try the taste of cuisine. Restaurant owners are finding a way to improve their business sustainability among the market industry with focusing on service quality, customer satisfaction and customer loyalty because business cannot survive in the food service industry by satisfying the customers anymore. Restaurant owners and managers can enhance the existing strategies by using the study’s results and the insights to attract new customers and retain the customers because the impact of the quality of service, customer satisfaction and customer loyalty are the most important factors for every organization. The purpose of this research is to give recommendations to improve, and maintain the factors and to explore the relationship between service quality, customer satisfaction and customer loyalty. To evaluate the quality of service, the SERVQUAL method was used, which consists of five factors (Tangible, Reliability, Responsiveness, Assurance, Empathy). The questionnaires with two languages (Burmese and English) were distributed through social media platform via Facebook to access easily for Myanmar residence and the data were collected through an online survey and analyzed by using Excel spreadsheet. Cronbach’s alpha method was used to test the reliability and validity of the questionnaires. The study was used correlation coefficient analysis to explore the hypothesis relationships. Business background, statement of the problem, objectives, benefits, scope of the study and expected benefits were included in the part of Chapter 1. In Chapter 2, theory and related research will review based on the literature view and research hypothesis and conceptual framework are also included. Chapter 3 will point out research design and ools, data collection and analysis. Chapter 4 will explain about the results and Chapter 5 will conclude and discuss the research and limitations and implications of the research

University of the Thai Chamber of Commerce. Central Library

Address: BANGKOK

Email: library@utcc.ac.th

Name: Suthawan Chirapanda

Role: advisor

Created: 2023

Modified: 2023-10-27

Issued: 2023-10-27

วิทยานิพนธ์/Thesis

application/pdf

eng

DegreeName: Master of Bussiness Administration

Level: Master's Degree

Descipline: International Business

Grantor: University of the Thai Chamber of Commerce

©copyrights University of the Thai Chamber of Commerce

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