A Study of Some of the Factors Determining the Choice of International Restaurants by Bangkokians

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Yuanji Zheng

Abstract

This research aims to explore some of the demographic and social characteristics that influence Bangkokians’ choice of international restaurants and to assess the level of importance of these factors. A total of 400 questionnaires were distributed in seven restaurants in Bangkok, each representing a particular kind of cuisine. The research was conducted between August and November, 2010. The results reveal that reputation, location and parking facilities, cuisine, and SERQUAL are important to those patronizing these restaurants. Among these four factors, SERQUAL or service quality turns out to be the most important one. Moreover, people with different demographic and social characteristics perceived these factors differently.

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Author Biography

Yuanji Zheng

Yuanji Zheng recently graduated from Assumption University, Graduate School of Business. This research was conducted under the supervision of Dr. Charnchai Athichitskut.