A model to measure the success of the food business in Bangkok and its vicinity

Abstract

There are many types of businesses that can make money and promote the potential of the Thai economy, one of which is food business. Thai food is known and accepted all over the world. Whether it is a matter of unique taste variety of food and great value the expansion of the restaurant business in Bangkok and its vicinity more number. Which in the past Food business operators are not yet able to gain a competitive advantage. Amid the challenges of current consumer behavior trends. The objectives of the research are as follows: 1) To study the success level of the food business in Bangkok and its vicinity 2) To study the influence of variables on the success of the food business in Bangkok and its vicinity 3) To develop a model for the success of the food business in Bangkok and its vicinity. This research used a combination of quantitative and qualitative research methods. In quantitative research the sample is Food business operators in Bangkok and its vicinity. The size of the establishment was 580 people. The sample size was determined by using the criteria of 20 times the observed variables using a stratified sampling method. Research uses questionnaires to collect data and analyze data with structural equations, the qualitative research section using an in-depth interview method The target audience. The results showed that: 1). The level of success of the food business in Bangkok and its vicinity all variables were at a high level. 2). Influence of variables on the success of the food business in Bangkok and its vicinity. It has a positive influence on the success of the food business in Bangkok and its vicinity a statistically significant 77% of the success of the food business in Bangkok and its vicinity was able to be predicted at the .05 level after finding the findings 3). The researcher creates the innovative SFT Model as a model for the successful development of the food business in Thailand. According to the variables found in addition, the results of the qualitative research found that food business operators in Bangkok and its vicinity There is a need to support knowledge of online food business management. And online market for the potential for more market competition and market share. Both methods of selling food without having to accept cash. The results of this research be able to apply innovation and technology to product development. Food products and digital marketing to be used as a guideline to promote success for the food business in Bangkok and its vicinity more widely and more efficiently.