dc.description.abstract | The objectives of this : 1) to study the operating conditions of
Thai restaurant business operators under Steve Cafe & Cuisine. 2 ) To study the
internal and external factors related to the operation of Thai restaurant business
operators under Steve Cafe & Cuisine. 3 ) To study strategies for adapting to new
normal for survival in the operations of Thai restaurant business operators under
Steve Cafe & Cuisine. 4 ) To compare strategies for adapting to a new normal for
survival in the operations of Thai restaurant business operators under Steve Cafe &
Cuisine, classified by operating conditions, and 5 ) to determine the relationship
between strategies for adapting new normal for operational survival with the internal
and external factors related to the business operations of Thai restaurant operators
under the Steve Cafe & Cuisine. The population of 50 includes business owners,
executives, managers, supervisors, restaurant employees and 350 consumers who
choose to use the service of 3 branches of Thai Steve Cafe & Cuisine located in
Bangkok, namely Dhevet branch, Rama VI branch and Phan Fa branch. The research
instrument was a questionnaire. The statistics used for data analysis were frequency,
percentage, mean, standard deviation, one-way ANOVA, and statistical correlation
coefficient.
The results of the research found that 1 ) most of the respondents' restaurant
business located in Dhevet has been in business for 5 to 10 years. It is a large
business (more than 20 tables) and the number of employees is more than 15
people. while having sales of 300,000 baht per month or more. Curry is the
restaurant’ s bestselling dish. The main customers of the restaurant are both Thais
and foreigners. 2 ) The restaurant business pays attention to internal factors related to
the overall business operation at a high level. When considering each aspect in descending order, it was found that the aspect with the highest average was
marketing, followed by location, and the least was personnel. 3 ) The restaurant
business pays attention to external factors related to the overall business
operation at a high level. When considering each aspect in descending order, it was
found that the highest mean was the legal factors, followed by customers and the
least was competitors. 4 ) The restaurant business focuses on the strategy of adapting
to a new normal for survival in the overall operation at a high level. When
considering each aspect in descending order, it was found that the highest mean
was the products, followed by the price and the least. was process. 5 ) Restaurant
businesses with different operating conditions emphasize the strategy of adapting to
a new normal for survival in the operations of the Thai restaurant business under
Steve Cafe & Cuisine were different in all aspects, and 6 ) when considering the
internal and external factors of the business, over all, there was a statistically
significant correlation with the new normal strategy for survival of the Thai restaurant
business under Steve Cafe & Cuisine at. 05 level | en_US |