Main Article Content
This study aims to investigate the behavior of Thai customer and evaluate satisfaction level on service quality of Japanese restaurant in Thailand. RATER (Reliability, Assurance, Tangibles, Empathy, Responsiveness) model is used to evaluate service quality by applied to service marketing factors, 3P: people, process and physical evidence, in order to improve quality of restaurant in Thailand and also to build model of quality improvement of other type of restaurant in Thailand.
The data collecting method is using questionnaire, and 478 research samples were collected from consumers from shopping center and Japanese restaurant street in Bangkok. Data analysis used in this study are mean, standard deviation, t-test and F-test by using standard analytical program.
The results of the study are 1. Customers classified by income. All groups are satisfied with people, process and physical evidence in high level. 2. Customers who have experience to Japan are satisfied with people, process and physical evidence in high level, but who have no experience are satisfied with people and physical evidence in high level, with process in medium level. 3. Customers classified by frequency of using service are satisfied with people, process and physical evidence in high level. 4. Customers classified by expense of using service are satisfied with people, process and physical evidence in high level. But from comment of Focus Group, it is found that service quality of people, process and physical evidence of Japanese restaurant in Thailand cannot be compared to those in Japan which have very high quality.
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