The Antecedents of Advocacy to Bib Gourmand by Michelin-Starred Restaurants in Bangkok
Article Sidebar
Main Article Content
Abstract
The purpose of this research is to study how service quality affects satisfaction and the loyalty of official business support to customers. This research used a mixed research method, using data analysis techniques to analyze structural equation models. The qualitative samples used in the research are six business owners or entrepreneurs, five people, including influencers, and food review consumers who have experience in Michelin-Bib Gourmand restaurants in Bangkok. The tool used for data collection is in-depth interviews, and the sample group is 400 customers of the restaurants awarded the Bib Gourmand by Michelin in Bangkok. The instrument used for data collection was a questionnaire. The results show that customer satisfaction has a positive effect on customer loyalty, and service quality has a positive effect on customer support for official business. At the same time, service quality has an insignificant effect on customer satisfaction. Customer satisfaction and service quality have an insignificant effect on customer loyalty; customer satisfaction has an insignificant effect on customer support for official business; and customer loyalty has an insignificant effect on the importance of customer formal support. Findings from the research found that the service quality path affects customer formal support and the customer satisfaction path affects customer loyalty. This can be applied in restaurants or roadside restaurants by improving the quality of service in order to continue to grow the restaurant business sustainably.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Views and opinions appearing in the Journal it is the responsibility of the author of the article, and does not constitute the view and responsibility of the editorial team.
References
Abu-Alhaija, A.S., Yusof, R.N.R., Hashim, H., & Jaharuddin, N.S. (2018). Determinants of Customer Loyalty: A Review and Future Directions. Australian Journal of Basic and Applied Sciences, 12(7), 106-111. DOI: 10.22587/ajbas.2018.12.7.17
Ali, P., & Sankaran, S. (2010). Online Shopping’ Customer Satisfaction and Loyalty in Norway[Master’s thesis, Blekinge Institute of Technology].
Amelia, M., & Garg, A. (2016). The First Impression in a Fine-Dining Restaurant. A study of C Restaurant in Tampere, Finland. European Journal of Tourism Hospitality and Recreation, 7(2), 100-111. DOI: 10.1515/ejthr-2016-0012
Baker, J., Parasuraman, A.P., Grewal, D., & Voss, G.B. (2002). The Influence of Multiple Store Environment Cues on Perceived Merchandise Value and Patronage Intentions. Journal of Marketing, 66(2), 120-141. DOI: 10.1509/jmkg.66.2.120.18470
Boonbongkan, J. (1996). Creating Service Awareness and Improving Government Services. Format Printing.
Burapharat, Y., Christensen, T.M., & Suthichoti, S. (2021). How Service Quality Enhances Customer Satisfaction: A Case Study of Hybrid Airlines in Thailand. In Full Paper Proceeding IPSBM-2021, 3, 1-10. https://apdi.kbu.ac.th/Research%20database/APDI%20lecturers/2562/Paper-OMMSP-2020-102.pdf
Cant, M.C., Machado, R., & Seaborne, H.C. (2014). Brand Advocates - An Apple Phenomenon? an Exploratory Study on Brand Advocacy Amongst Apple Consumers. Corporate Ownership and Control, 11(2), 535-541. DOI:10.22495/cocv11i2c6p1
Chalermjirarat, W. (2000). Quality in Service Vol.1 (4th ed.). Technology Promotion Association (Thai-Japanese).
Edvardsson, B. (2005). Service Quality: Beyond Cognitive Assessment. Managing Service Quality, 15(2), 127-131.
DOI: 10.1108/09604520510585316
Fiscal Policy Office, Ministry of Finance. (2023, April 25). Projection of the Thai Economy in 2023 (Issue 77). https://www.mof.go.th
Gibbert, M., Leibold, M., & Probst, G. (2002). Five Styles of Customer Knowledge Management, and How Smart Companies Use Them to Create Value. European Management Journal, 20(5), 459-469. DOI: 10.1016/S0263-2373(02)00101-9
Gronroos, C. (1982). An Applied Service Marketing Theory. European Journal of Marketing, 16, 30-41. http://dx.doi.org/10.1108/EUM0000000004859
Kaplan, A.M., & Haenlein, M. (2010). Users of the World, Unite! The Challenges and Opportunities of Social Media. Business Horizons, 53, 59-68. http://dx.doi.org/10.1016/j.bushor.2009.09.003
Karjaluoto, H., Jayawardhena, C., Leppäniemi, M., & Pihlström, M. (2012). How Value and Trust Influence Loyalty in Wireless Telecommunications Industry. Telecommunications Policy, 36(8), 636-649.
Kasikorn Research Center. (2022, Nov 7.). Revenue of Restaurant Business is Expected to Show Growth in 2022-2023 Despite the Challenge of Operating Costs and Maintaining Profitability. https://www.kasikornresearch.com/EN/analysis/k-social-media/Pages /Restaurant-FB-07-11-2022.aspx
Lawer, C., & Knox, S. (2006) Customer Advocacy and brand development. Journal of Product & Brand Management, 15, 121-129. https://doi.org/10.1108/10610420610658956
Lewis, R., & Booms, B. (1983). The Marketing Aspects of Service Perspectives on Services Marketing. American Marketing Association.
Lovelock, C.H., & Wright, L. (2002). Principles of Service Marketing and Management. Prentice Hall.
Makka, P., Veerayangkur, V., & Koikitcharoen, D. (2019). Causal Factors Affecting Brand Loyalty of House Brandin the Triangle Andaman Provinces. Phuket Rajabhat University Academic Journal, 15(2), 40-51. https://so05.tci-thaijo.org/index.php/pkrujo/article/view/242193
MICHELIN Guide. (2021, Dec 15). The MICHELIN Guide, Thailand 2022. https://guide.michelin.com/th/th/article/news-and-views/michelin-guide-thailand-2022
MICHELIN Guide. (2023). Restaurant Ranking According to MICHELIN Guide Standards. https://guide.Michelin.com/th/th/to-the-stars-and-beyond-th
MICHELIN Guide. (2023). About Us: MICHELIN Guide Thailand. https://guide.Michelin.com/th/th/about-us
Ministry of Tourism & Sports. (2018, May 23). Press Conference to Host the 4th UNWTO World Forum on Gastronomy Tourism. https://www.mots.go.th/News-view.php?nid=10436
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and its Implications for Future Research. Journal of Marketing, 49(4), 41–50. https://doi.org/10.2307/1251430
Peppers, D., & Rogers, M. (1995). A New Marketing Paradigm. Planning Review, 23, 14-18. https://doi.org/10.1108/eb054500
Sakulwongsirichok, T., & Paopan, N. 2020). Confirmatory Factor Analysis: Experience Marketing and Brand Advocacy of the Cosmetics Industry in Thailand. Mahachula Academic Journal, 7(3), 126-141. https://so04.tci-thaijo.org/index.php/JMA/article/view/244628
Schepers, J., & Nijssen, E.J. (2018). Brand Advocacy in the Frontline: How does it Affect Customer Satisfaction?. Journal of Service Management, 29(2), 230-252. https://doi.org/10.1108/JOSM-07-2017-0165
Serirat, S. et al. (2007). Consumer Behavior. THEERA FILM & SCIEX.
Shailesh, G., & Reddy, D.B. (2016). Mediation Role of Customer Advocacy in Customer Loyalty and Brand Equity Relationship – An Empirical Study in Context to in-Store Brands. Indian Journal of Science and Technology, 9(45), 1-8. https://doi.org/10.17485/ijst/2016/v9i45/104492
Sirimongkol, J. (2022). Perceived Value and Brand Loyalty Among Generation Y Consumers of Podcast: Construct Validation and Their Relationship[Master’s thesis, Burapha University].
Sirinakorn, R. (1998). Developing hospital image with emphasis on quality. Nursing Council.
Thoraninpanich, V. (2015). The "Servqual" Theory and Improvement Process to Improve Service Quality and Guest's Satisfaction: A Case Study of Front Office Department at Centara Watergate Pavillion Hotel Bangkok[Master’s thesis, Silpakorn University].
Trusov, M., Bodapati, A. V., & Bucklin, R. E. (2009). Determining Influential Users in Internet Social Networks. Journal of Marketing Research, 47(4), 643-658. DOI: 10.1509/jmkr.47.4.643
ttb Analytics, ttb Bank. (2022, May 26). Expects the Restaurant Business in 2022 to Still Grow by 5.4%. https://www.ttbbank.com/th/newsroom/detail/rastaurant-2565
Urarit, W. (2019). Quality of Service of Health Care Personnel Affecting the Decision to Use Private Hospital Services in Nakhon Sawan Province. Journal of Business Administration and Social Sciences Ramkhamhaeng University, 2(1), 107-119. https://so02.tci-thaijo.org/index.php/ibas/article/view/176360
Yodnamkham, S., & Lertwanwit, A. (2016). The Effect of Electronic Word-of-Mouth on Brand Knowledge, Brand Relationship and Repeat Purchase Intention: A Study in the Passenger Car Market in Thailand. Srinakharinwirot Business Journal, 7(1), 1-24. https://ejournals.swu.ac.th/index.php/MBASBJ/article/view/8089