A Quantitative Study of Factors Affecting Customer Satisfaction of the Street Food Restaurants in Bangkok

The purpose of this study is to explore the factors affecting customer satisfaction of the street food restaurant in Bangkok.

Design/Methodology/Approach: This research is to explore the factors that affect the customer satisfaction of the street food restaurant in Asia by using secondary data analysis, archival study approach. This study has been using four frameworks from previous studies to create a new conceptual framework.

Findings: This study provided factors that impact the customer satisfaction of the street food restaurant in Asia Our research was about the customer satisfaction of the street food restaurant in Asia that were affected by food quality, service quality, physical environment quality and customer perceived value.

Research Limitations/Implications: There are several limitations to investigating the factors that affect the customer satisfaction of the street food restaurant in Asia. Previous research is being used for specific purposes. In addition, the independent variables in this study are limited and cannot cover the entire field linked to the restaurant industry.

Originality/value: This study can provide important information regarding how to improve customer satisfaction in the restaurant industry.