Key success factors of fusion food restaurant affecting customer satisfaction in Thailand.

Abstract

Currently the fusion food trend is becoming more popular across countries around the world, therefore many restaurants have developed this concept in order to increase their sales and competitiveness. However, to be a successful fusion restaurant, the management must be concerned about customer satisfaction. So, the purpose of this research paper is to identify main factors affecting customer satisfaction towards fusion food restaurant. The research was conducted by using a qualitative approach. The theory of this research is based on the in-depth interview data from two point of views; customers and the manager of fusion food restaurant. This research uses ‘Greyhound Restaurant’ as a case study. The data is collected from 10 Thai respondents in the age group of 25-40 years old, and a senior marketing manager of Greyhound restaurant. According to customer’ perceptions and expectations, it revealed that “taste and menu uniqueness, atmosphere and service” were considered as the most important factors towards customer satisfactions in fusion food restaurants. Also, in terms of manager’s view, to maintain and develop customers’ satisfaction, there are additional key factors to be concerned such as brand identity, quality control and communication channels.

KEY WORDS: Fusion food restaurant/ Fusion food concept/ Customer expectation/ Customer satisfaction / Perceptive dimension / Thailand