FACTORS AFFECTING CUSTOMERS’ SERVICE USING BEHAVIOR AND TOTAL SATISFACTION AT RIVERSIDE CRUISE RESTAURANT.

Abstract

The objective of this research was to study the factors affecting customers’ service using behavior and total satisfaction at Riverside Cruise Restaurant. The sample was 400 customers. Data was collected through questionnaires. Percentage, mean, standard deviation, t-test, One-way ANOVA, Multiple Regression Analysis and Pearson product moment correlation coefficient were applied as statistical analysis tools. Research findings were as follows: The customers who were from different genders, ages, occupations, monthly average incomes and member of Riverside Exclusive Card have affected on customers’ behaviors. Value and lifestyle in each aspect; like excitement and outgoing could forecast customers’ behaviors at a 0.01 statistically significant level. Regarding the attitude towards service market mix factors in core benefit and promotion could forecast Total satisfaction at a 0.01 statistically significant level. Perception of brand resonance in identity and relationship and response could forecast Total satisfaction at a 0 .0 1 statistically significant level. Total satisfaction correlated with customers’ behaviors in travel for relaxing and changing a dining atmosphere and pricing at 0.05 statistically significant level, which was a low correlation in the same direction. Total satisfaction correlation with visiting frequency within 2 years at 0.01 statistically significant level, which were a low correlation in the same direction. Customers’ behaviors could forecast customers’ behavioral trend in opportunity of revisiting in recommending to others in average frequency of opportunity of revisiting in 1 year and in average frequency of opportunity of revisiting in 5 years at a 0.01 statistically significant level. Total satisfaction could forecast customers’ behavioral trend in opportunity of revisiting in recommending to others in average frequency of opportunity of revisiting in 1 year and in average frequency of opportunity of revisiting in 5 years at a 0.01 statistically significant level.