To explore the key factors that affect repeat patronage intention for shabu customers in Bangkok.

Abstract

The purpose of this study is to explore the key factors that influence people to repeat their visit to a shabu restaurant. One of the key factors to maintain and become successful in the restaurant business is to keep your first-time customer repeat. Several research proves that it is more cost-effective to maintain existing customers rather than attracting new customers. Therefore, in order to sustain in the restaurant business, a restaurant should be able to satisfy and maintain their existing customers. The main reason that a customers tends to revisit the same restaurant is that they are satisfied with the overall experience including the food, service, and physical environment. Therefore, in this research, I use qualitative research method by in-dept interview of 8 regular shabu customers and 2 experienced shabu restaurateurs in Bangkok. The result shows that food quality is the most significant factor that affects customer satisfaction and intention to repeat the visit. Physical environment and service quality also influence customer satisfaction respectively. However, further studies can be done to examine the difference of shabu customers’ expectations from different regions outside Bangkok.