COMPETITIVE STRATEGY AND SERVICE QUALITY FACTORS AFFECT THE DECISION TO USE STREET FOOD SERVICES IN BANGKOK

Abstract

The objective of this research was to study the business environment, competitive strategy, and service quality factors affecting the decision to use street food services in Bangkok. The results of the study revealed that: 1) 1) According to an assessment of the business environment it was found that strengths is high-quality and delicious food as well as excellent customer service. Weaknesses is limited seating capacity and challenges in finding parking space. Opportunities is capitalizing on the increasing demand for food delivery services. Threats is heavy traffic during rush hours, unfavorable weather conditions, and issues related to food delivery logistics. 2) Based on the TOWS Matrix study, the researcher advises using the SO Strategy and the WT Strategy 3) The samples of different genders and ages have different effects on the decision to use of street food services in Bangkok at a significance level of .05. 4) The service quality factors of reliability and empathy effect on the decision to use of street food services in Bangkok at a significance level of .05.