Service Quality Related to Customers’ Satisfaction at Maewongduan Restaurant, Sukhumwit 41 Branch Bangkok, Thailand

Abstract

          This research aims to: 1) To study the service quality of Mae Wong Duean Restaurant, Sukhumvit 41 Branch, Bangkok; 2) To study customers’ satisfaction at Mae Wong Duean Restaurant, Sukhumvit 41 Branch, Bangkok; and 3) To investigate the relationship between service quality and customer satisfaction at Mae Wong Duean Restaurant, Sukhumvit 41 Branch, Bangkok. The sample consisted of 138 customers who utilized services at Mae Wong Duean Restaurant, Sukhumvit 41 Branch, Bangkok. The sample size was determined using G*Power 3.1.9.7 software, and the samples were selected using purposive sampling. The data collection instrument was a questionnaire with an Index of Item-Objective Congruence (IOC) ranging from 0.66 to 1.00, and the overall reliability was 0.95. Statistical analyses included mean, standard deviation, and Pearson's correlation coefficient for hypothesis testing, with a statistical significance level set at 0.01.

The findings revealed that: 1) the overall service quality and all individual aspects influencing customer satisfaction at Mae Wong Duean Restaurant, Sukhumvit 41 Branch, Bangkok, were rated at a high level; 2) the overall customer satisfaction and all individual aspects influencing customer satisfaction at Mae Wong Duean Restaurant, Sukhumvit 41 Branch, Bangkok, were rated at a very high level, with "Empathy" being the most important aspect, followed by "Assurance," "Tangibility," "Reliability," and "Responsiveness"; and 3) the overall service quality had a very high positive correlation with customer satisfaction at Mae Wong Duean Restaurant, Sukhumvit 41 Branch, Bangkok, with statistical significance at the 0.01 level.