CUSTOMERS ATTITUDE TOWARDS RECEIVING IMPRESSIVE SERVICE INFLUENCE THE DEVELOPMENT OF THE POTENTIAL OF THE ISSAN RESTAURANT BUSINESS IN SATHORN DISTRICT, BANGKOK

Abstract

This research has the following objectives; 1)To study the attitude of customers towards receiving impressive service that influences the development of the potential of the Isaan restaurant business in Sathorn District, Bangkok. 2) Study of personal factors including gender, age, status, education level, occupation, and average income of customers that affect receiving impressive service, influencing the development of the potential of the Isaan restaurant business in Sathorn District, Bangkok. And 3) study suggestions on customer attitudes toward receiving impressive service that influence the development of the potential of the Isaan restaurant business in Sathorn District, Bangkok. The results of this research found that most of the sample respondents were more female than male. Are between 31-40 years old and have a bachelor's degree. Average income 15,000-30,000 baht, working as a private company employee and have mostly single status. In terms of customer attitudes towards receiving services, most respondents found that Overall, it is at a high level. By the results of the hypothesis test It was found that customer attitudes, knowledge, feelings, and behavior It has a positive effect on receiving impressive service, influencing the development of the potential of the Isaan restaurant business in Sathorn District, Bangkok.  All three variables this can explain the impressive service received by 21.1 percent (R2 = 0.211) and found that receiving services that were impressive in terms of reliability Customer care and customer response It positively affects the development of the potential of the Isaan restaurant business in Sathorn District, Bangkok. by all three variables This can explain the development of the potential of the Isaan restaurant business 66.7 percent (R2 = 0.667). The results of this research were prepared for use in improving the quality of service even further.