SERVICE QUALITY FACTORS AFFECTING QUALITY OF SERVICE DELIVERY IN SURAT THANI CITY MUNICIPALITY, MUEANG DISTRICT, SURAT THANI PROVINCE

Abstract

The objective of this research was to study personal factors, brand equity factors, and marketing mix factors influencing cooked-to-order restaurant operator’s decision to repurchase Thai chili paste products in Muang district and Klong Luang district in Pathum Thani Province. The results of the study revealed that: 1) personal factors did not influence cooked-to-order restaurant operator’s decision to repurchase Thai chili paste products in Muang district and Klong Luang district in Pathum Thani Province. 2) Brand equity factors: brand awareness and the perception of brand quality, influenced cooked-to-order restaurant operator’s decision to repurchase Thai chili paste products at a significance level of .05. 3) The product aspect of the marketing mix influenced cooked-to-order restaurant operator’s decision to repurchase Thai chili paste products at a significance level of .05.