Development Of Guidelines to Enhance Service Quality Of Casual Dining Restaurant Businesses for Employees In The Amata City Chonburi Industrial Estate

Abstract

This research is a quantitative study with the objectives of (1) studying demographic factors that affect customer satisfaction with the services of casual dining restaurants, (2) studying consumer behavior that influences customer satisfaction, and (3) examining service quality that affects customer satisfaction. The sample group consisted of 385 employees who used casual dining restaurants in the Amata City Chonburi Industrial Estate. A questionnaire was used as the research tool for data collection. The data were analyzed using descriptive statistics and correlation analysis. The research results revealed that (1) different demographic factors significantly affect customer satisfaction, (2) consumer behavior is correlated with customer satisfaction, and (3) service quality has a significant positive influence on customer satisfaction. Moreover, the study found that most customers place high importance on restaurant cleanliness, speed of service, and the restaurant atmosphere. The guidelines derived from this research can be applied to improve service quality to better meet customer needs, enhance competitiveness, and promote the sustainability of casual dining restaurant businesses in the area.