MARKETING MIX (7PS) AND RESTAURANT SELECTION CRITERIA AMONG INTERNATIONAL STUDENTS: A CASE STUDY OF BANGKOK UNIVERSITY

Varot Pinpat; Andhika Pradana; Justin Kaewnopparat

Authors

Varot Pinpat School of Humanities and Tourism Management, Bangkok University
Andhika Pradana School of Humanities and Tourism Management, Bangkok University
Justin Kaewnopparat School of Humanities and Tourism Management, Bangkok University

Keywords:

Marketing Mix (7Ps), Restaurants, Bangkok University

Abstract

This study aims 1) to examine the factors influencing restaurant selection decisions among international students and 2) to analyze their opinions regarding the marketing mix (7Ps) and restaurant selection decisions. A quantitative research approach was employed using a structured questionnaire administered to 300 international students at Bangkok University, selected through purposive sampling. Data were analyzed using descriptive statistics and multiple regression analysis to investigate the influence of the marketing mix (7Ps) on restaurant selection decisions, with the level of statistical significance at .05.
The results reveal that international students expressed an overall agreeable level of satisfaction with all elements of the marketing mix (7Ps), with Product, Process, and People emerging as the most influential dimensions in shaping customer satisfaction. The findings further indicate that international students engage in a structured service decision-making process, placing particular importance on post-service decision feelings, information search, and service use decisions. Multiple linear regression analysis (Enter Method) confirms that the marketing mix (7Ps) significantly predicts restaurant selection decisions, explaining 56.8% of the variance, with Process and People identified as the strongest predictors, while Place was not statistically significant. Overall, the results highlight the dominant role of experiential and service-related factors over locational aspects in influencing restaurant selection decisions among international students.

Author Biographies

Varot Pinpat, School of Humanities and Tourism Management, Bangkok University

School of Humanities and Tourism Management, Bangkok University

Andhika Pradana, School of Humanities and Tourism Management, Bangkok University

School of Humanities and Tourism Management, Bangkok University

Justin Kaewnopparat, School of Humanities and Tourism Management, Bangkok University

School of Humanities and Tourism Management, Bangkok University

References

Han, H. (2021). Consumer behavior and environmental sustainability in tourism and hospitality: a review of theories, concepts, and latest research. Journal of Sustainable Tourism, 29(7), pp. 1021-1042. https://doi.org/10.1080/09669582.2021.1903019

Han, H., & Hyun, S.S. (2017). Impact of hotel-restaurant image and quality of physical environment, service, and food on satisfaction and intention. International Journal of Hospitality Management, 63(2017), pp. 82-92.

Kemala Sari, R.I., Hanani, N., Asmara, R., & Wahyuningtyas, A.S.H. (2026). Dining experience and customer satisfaction: Evidence from service quality and health-supportive food quality in Padang, Indonesia. In proceedings of BIO Web of Conferences 208. (pp. 1-14). Indonesia: ICAFS 2025. https://doi.org/10.1051/bioconf/202620801015

Kim, J., & Lee, J.C. (2020). Effects of COVID-19 on preferences for private dining facilities in restaurants. Journal of Hospitality and Tourism Management, 45(2020), pp. 67-70.

Kotler, P., Bowen, J.T., & Makens, J.C. (2021). Marketing for hospitality and tourism (8th ed.). Harlow, UK: Pearson.

Meshack, H.E., & Prusty, S. (2021). Service quality, satisfaction and loyalty of customers in hotels: The case of Northern Tanzania. African Journal of Hospitality, Tourism and Leisure, 10(4), pp. 1430-1451.

Praditbatuga, P., Treetipbut, S., & Chantarak, S. (2022). The influence of service and food quality and perceived value on customer satisfaction of Thai casual dining restaurants in the United Arab Emirates. ABAC Journal, 42(2), pp. 52-69.

Schiffman, L.G., & Wisenblit, J. (2019). Consumer behavior (12th ed.). Harlow, UK: Pearson.

Sukmana, F.H., & Mayani, E. (2024). Assessing the impact of seven marketing mix elements on restaurant businesses: Insights from online reviews. Journal Konsep Bisnis dan Manajemen, 10(2), pp. 164-177. https://doi.org/10.31289/jkbm.v10i2.11499.

Taufik, A., Santoso, S., Fahmi, M.I., Restuanto, F., & Yamin, S. (2022). The role of service and product quality on customer loyalty. Journal of Consumer Sciences, 7(1), pp. 68-82. doi:10.29244/jcs.7.1.68-82.

The Public Relations Department. (2025, June 10). Thailand becomes Top Convention Destination of ASEAN region (Online). Available: https://thailand.prd.go.th/en/content/category/detail/id/2078/iid/396486. [2026, January 18].

Zeithaml, V.A., Bitner, M.J., & Gremler, D.D. (2020). Services marketing: Integrating customer focus across the firm (8th ed.). New York: McGraw-Hill.