The Effects of Service Quality and Service Marketing Mix on Consumers’ Repeat Patronage of Northern Thai Restaurants in Chiang Rai Province
Keywords:
service quality, service marketing mix, repeat patronage, northern Thai cuisine, Chiang Rai provinceAbstract
This study aimed to: 1) examine consumers’ perceptions of service quality in Northern Thai restaurants in Chiang Rai Province; 2) investigate the perceived importance of service marketing mix elements, and (3) analyze the influence of service quality and service marketing mix on consumers’ revisit intention. The research employed a quantitative approach. The sample comprised 400 consumers who had previously visited Northern Thai restaurants in Chiang Rai, selected through quota and convenience sampling from eight restaurants with 50 respondents each. Data were collected using a structured questionnaire and analyzed through descriptive statistics, including frequency, percentage, mean, and standard deviation. Hypothesis testing was conducted using multiple linear regression analysis. The findings revealed that: 1) overall service quality was rated at a high level, with responsiveness identified as the highest-rated dimension; 2) the overall service marketing mix was also at a high level, with process receiving the highest rating; 3) service quality has a statistically significant influence on consumers’ repeat patronage at the .05 level, explaining 56.20% of the variance; and 4) service marketing mix has a statistically significant influence on consumers’ repeat patronage at the .05 level, collectively accounting for 69.60% of the variance. The study was limited to Chiang Rai Province. Practically, restaurant operators should emphasize prompt and reliable service and create a pleasant atmosphere to enhance positive consumer experiences and encourage revisit intention.
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