Personal Traits Service Marketing Mix and Corporate Image Influence the Customer Satisfaction of Shabu Restaurants in Thailand

Abstract

The research aimed to examine the influence of personal traits, corporate image, and service marketing mix on customer satisfaction of Shabu Restaurants in Ubon Ratchathani province, Thailand. A questionnaire with a reliability coefficient (0.93) at a very high level was used in this study. Cluster sampling collected 400 customers from Shabu restaurants in Ubon Ratchathani province: Shabu Indy, Wan Moo Shabu, Pra Whale Jaidee Shabu, and others. The statistics were descriptive, correlation coefficient, and multiple regression analysis. The results showed that independent variables correlated with customer satisfaction at a high level (r = 0.782). The service marketing mix 7Ps and the corporate image can predict customer satisfaction by 59.3% (r2 = 0. 593). Three variables affect the satisfaction of customers, which are the regression coefficient of trust (β = 0.30), corporate reputation (β = 0.20), and physical evidence (β = 0.15), respectively. However personal traits of Shabu customers didn't affect their satisfaction with Shabu clients. The research, therefore, recommends Shabu restaurants review and evaluate their customer database to include service marketing mix and corporate image.