Firm Performance of Thai Cuisines in Bangkok, Thailand: Contribution to the Tourism Industry

Authors: Prateep Wajeetongratana

Abstract:

This study is a descriptive-normative research. It attempted to investigate the restaurants’ firm performance in terms of the customers and restaurant personnel’s degree of satisfaction. A total of 12 restaurants in Bangkok, Thailand that offer Thai cuisine were included in this study. It involved 24 stockholders/managers, 120 subordinates and 360 customers. General Managers and restaurants’ stockholders, 10 staffs, and 30 costumers for each restaurant were chosen for random sampling. This study found that respondents are slightly satisfied with their work environment but are generally satisfied with the accessibility to transportation, to malls, convenience, safety, recreation, noise-free, and attraction; customers find the Quality of Food in most Thai Cuisines like services, prices of food, sales promotion, and capital and length of service satisfactory. Therefore, both stockholder-related and personnel-related factors which are influenced by restaurant, personnel, and customer-related factors are partially accepted whereas; customer-related factors which are influenced by restaurant, personnel and customer-related factors are rejected.

Keywords: Firm performance, Thai Cuisine, Tourism industry.

Digital Object Identifier (DOI): doi.org/10.5281/zenodo.1094533

References:

[1] Brymer, R. A. Hospitality & Tourism: An introduction to the industry. 9th Edition. Dubuque, IA: Kendall/Hunt Publishing Company, (2000).
[2] Dawkins, Richard. Case Studies in Information Technology. Mc-Graw- Hill, (1996).
[3] Flippo, Edwin B. Personnel Management. Mc-Graw Hill Education,(1980).
[4] Gitomer, Jeffrey. The Sales Bible: The Ultimate Sales Resource. Hoboken, New Jersey: John Wiley & Sons, Inc., (2000).
[5] Hawkins, Gary. Building the Customer Specific Retail Enterprise. Skaneateles, NY: Breezy Heights Publishing, (2001).
[6] Kimball, Bob. The Book on Management. Haworth Press, 2004.
[7] Kotler, Philip. Marketing Management. Prentice Hall, (2001).
[8] Lytle, Chris. Accidental Salesperson: How to Take Control of Your Sales Career and Earn the Respect and Income You Deserve. US: Amacom, (1994).
[9] Newman and Hodgetts. Human Resource Management: A Customer Oriented Approach. Pearson Education Limited, (1997).
[10] Riggs, et.al. Industrial Organization and Management. 6th Edition. McGraw-Hill, Inc,1980.
[11] De Pano, Evangelina C. "The Effectiveness of Industrial Education Graduates of the Three Public Institutions in Metro Manila.” Dissertation, Technological University of the Philippines, Manila, Philippines, 1992.