พฤติกรรมและความพึงพอใจของลูกค้าศูนย์อาหารตลาดลำพูนจตุจักร

Abstract

This independent study aimed to investigate behavior and satisfaction of customers at Lamphun Jatujak Market Food Court. Data were gathered from 385 customers of the studied food court. Statistics applied in this study included percentage, mean, Chi-square, and ANOVA. The findings presented that most respondents were female in the age of 23-30 years old. Their monthy income was less than 15,000 Baht and their education background was lower than Bachelor's degree or equivalence. They worked as employee/private company employee and were married. The majority chose to buy Thai rice dishes at the food court with take away service. Reason of receiving services at the studied food court was the service variety. Most of them revealed that they usually came to have a meal at the studied food court with 1-2 persons and spent 100-200 Baht in each time. In a month, they had taken services at the studied food court for 2-4 times, especially on Sunday of the beginning ofthe month (during 1st - 7th of each month) at 12.01-14.00 hrs. They made their own decision to come to the food court and knew about Lamphun Jatujak Market Food Court from the recommendations of friend/acquaintance. At the post-service stage, they highly satistied with the studied food count. They would certainly recommend this food court to others and would return to take services there in the future. Results of the relationship analysis by using Chi-squre statistic showed that following behavioral factors correlated to the dates that they came to receive services in each month: type of food; reason of receiving services; number of people who would have a meal together; expense for services; date and time of receiving services; media channels that introduced them to get to know the studied food court; feeling after receiving services; word of mouth; and repurchase in the future. Based upon the analysis of variance by using ANOVA with the confidence level at 95%, the results revealed that in consideration of the dates that they came to receive services in each month, customer satisfactions on Lamphun Jatujak Market Food Courts were differently found at statistical significance in 27 sub-factors as follows: overall image of restuarants in the food court; taste of food; cleanliness; food variety; drink varity; standard services; easiness and convenience in purchasing; fame of restuarants in the food court; availability of menu for kids; reasonable food price comparing to its quality; inexpensive food/drink; large and sufficient parking space; availability of service facilities at the food court such as sufficient tables and chairs; building's structure design to facilitie air ventilation and reduce heat inside the building; food court advertisement through online channels; food court advertisement through printed media and bill board; availablilty of sample food or food photo presented in each restaurant; attention and services of staff; standard services being offered by staff at all time; speed of food service; accurate service; sterilization station for spoons and forks; indoor and outdoor atmosphere of the food court; pleasant desing of the food court; outstanding and attractive decortion of each restaurant in the food court; clean and safe toilet area with suffiecient light; and sufficient and convenient spoons and forks stations.