Assessing the Factors Influencing Customer Satisfaction at a Specialised Boutique Restaurant in Bangkok

Chun Zhang, Paul James


This paper evaluates the effects of associated factors (Quality, Service, and Environmental) that influence customer satisfaction at a single, stand-alone boutique restaurant. It uses ACSI as a research model to study customer satisfaction.

This research uses a defined population of 4800 restaurant visitors over, for 60 days representing a previous, specific, and focused marketing exercise. The calculated sample size was 369, where respondents were chosen using systematic random sampling.

Data analysis is conducted using appropriate tests that are applied to 4 variables determined as Customer Expectation, Perceived Quality, Perceived Value, and customer satisfaction extracted from the ACSI index.

The study result shows that females are the target purchase group. Environmental factors respond primarily to Customer expectation and Perceived Quality; Quality and Environmental factors respond mostly to Perceived Value, Perceived Quality, Service factors that influence Customer Satisfaction. From this study, Perceived Quality and Perceived Value are significantly positive for customer satisfaction, but Customer expectation does not positively affect customer satisfaction.

The results further indicate that customers focus on the experience, the authentic experience achieved expectation, and overall feeling after product and service experience. The results support the ACSI theory. The assessment revealed that Quality and Service factors relating to Customer Expectation and Perceived Quality factors relating to Perceived Value need to facilitate, as it can improve overall customer satisfaction for small restaurants.

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Copyright (c) 2020 Chun Zhang, Paul James

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Business and Economic Research  ISSN 2162-4860

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