Commenced in January 2007
Frequency: Monthly
Edition: International
Paper Count: 30011
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

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