| dc.description.abstract | The objectives of this study were: 1) to study consumer behavior towards
Sizzler and 2) to study customer satisfaction towards Sizzler’s service quality. The 368
participants were the customers of Sizzler (Siam Square One branch). We used
Purposive Sampling to select individuals and a questionnaire using a Likert scale was
created as a tool. To analyze the sets of data, Descriptive Statistics consist of
Frequency Distribution, Percentage, Mean, and Standard Deviation was used to
describe the data. We collected the data in March and April 2016. 368 questionnaires
which were calculated to be 100% were got back from the participants.
The results reviewed that most participants were students aged 20-30 years
old. T heir a verage i ncomes p er m onth w ere l ess t han 1 0,000 b aht. T hey w ent to
Sizzler with friends. Moreover, the top reasons they went to eat at Sizzler were Sizzler
provides foods they want to eat, followed by interesting promotion, and location of
the restaurant. Most participants went to Sizzler around 12-2 PM. Internet was the
source most participants got the information from. The most popular main dish
among the participants was chicken steak, followed by pork steak, and sea food. The
most popular Salad Bar menu was mixed salad, followed by soup, and fruits. We also
found that the consumer satisfaction towards food got around 4.12 out of 5. In
addition, according to the data, the main dish got 4.16, followed by Salad bar menu
which got 4.1. Moreover, consumer satisfaction towards service quality also got high
rate which was 4.08. When we considered in details, it is found that the factor
participants were satisfied most was the restaurant and its area nearby are clean, tidy,
and uncrowded, followed by staff wear clean and modest uniforms, and utensils are
provided to use conveniently. These three factors got 4.17, 4.26, and 4.17
respectively. | en_US |
