AN INVESTIGATION OF THE FACTORS INFLUENCING CONSUMERS OF DIFFERENT GENERATION’S BEHAVIORAL INTENTION TOWARDS FRANCHISED JAPANESE RESTAURANTS IN BANGKOK, THAILAND

Abstract

This research attempts to investigate the factors that impact consumer’s behavioral intention towards franchised Japanese restaurants in Bangkok as the number of franchised Japanese restaurants in Bangkok is decreasing which is different from the overall number of franchised Japanese restaurants in Thailand, and to examine the differences among three generational groups (Generation X, Generation Y and Generation Z). A conceptual model was developed based on previous studies that include quality of physical environment, service quality, food quality, customer perceived value and customer satisfaction to explain consumer’s behavioral intention. The questionnaire was distributed to 402 respondents by convenience, quota and judgment sampling methods. The statistical techniques used in this study are Multiple Linear Regression (MLR) and One-Way ANOVA. The findings reveal factors impacting behavioral intention towards franchised Japanese restaurants in Bangkok, and the differences among three generational groups. The outcomes of this study indicate that different generations have different perspectives towards franchised Japanese restaurants in Bangkok, and variables in the conceptual framework are linked. Hence, the franchised Japanese restaurants in Bangkok should focus on the variables mentioned in this study, integrate this study to consider their target customers by identifying them according to their generations, or serve different generations differently.