THE IMPACT OF MARKETING MIX, SERVICE QUALITY, AND LIFESTYLE TOWARDS CUSTOMERS’ SATISFACTION FOR CHINESE RESTAURANT IN BANGKOK

Abstract

This study aimed to explore the impact of the marketing mix, service quality and lifestyle on customer satisfaction for Chinese restaurants in Bangkok. A sample size was 401 people live in Bangkok, and data was collected via Google Forms. The survey included multiple - choice, closed - ended, and 5 - point Likert scale questions. Multiple - choice questions offered pre - set options, closed - ended questions elicited focused answers, and the Likert scale let respondents rate their agreement levels. For statistical analysis, frequency and percentage calculations were used to summarize response distributions. The mean and standard deviation measured central tendency and data spread. Multiple regression analysis determined the relationships between independent variables (marketing mix, service quality, lifestyle) and the dependent variable (customer satisfaction for Chinese restaurants in Bangkok). The results showed that marketing mix, service quality, and lifestyle have positive impact of customer satisfaction for Chinese restaurants in Bangkok at the statistical significant level of 0.05.