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All Journal AMAR (Andalas Management Review)
Chodchuang, Siripat
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Influence of Food Quality, Hygiene, and Price on Word-of-Mouth: A Case Study of Local Restaurants in Surat Thani Province, Thailand Chodchuang, Siripat; Made, Kitiya; Nujinjit, Kanyanat; Banthita Samosorn; Waiprib, Parichamon; Sanjorn, Pattamawan; Phetchamnan, Phanutchanat; Suwannao, Suchawan
AMAR (Andalas Management Review) Vol. 9 No. 1 (2025)
Publisher : Management Institute Faculty of Economics Universitas Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25077/amar.9.1.69-82.2025

Abstract

This research aims to study the influence of quality, hygiene, and price factors on word-of-mouth: A case study of local restaurants in Surat Thani Province. Data were collected through questionnaires from consumers who dined at the restaurants, totaling 400 sets, using non-probability convenience sampling method. The statistics employed were descriptive statistics including percentage, mean, and standard deviation, and inferential statistics including multiple linear regression analysis. The research findings revealed that food quality influence, hygiene influence, and price influence significantly affected consumers' word-of-mouth in the case study of local restaurants in Surat Thani Province at the 0.05 statistical significance level. The hierarchical order of variable influence from highest to lowest was: price influence (β = 0.34), followed by hygiene influence (β = 0.26), and food quality influence (β = 0.17). Therefore, local restaurant operators should prioritize serving food at appropriate temperatures, maintaining clean surrounding environments with proper ventilation, and setting reasonable prices when compared to food portions to ensure consumers perceive value for money, leading to satisfaction and word-of-mouth recommendations.
Coconut Entrepreneurs’ Marketing Knowledge and Skill Development for Creative Tourism in Koh Samui Chodchuang, Siripat; Subphonkulanan, Laphassawat; Chantanaphant, Jirayuth; Soralamb, Nuttapul
AMAR (Andalas Management Review) Vol. 8 No. 2 (2024)
Publisher : Management Institute Faculty of Economics Universitas Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25077/amar.8.2.1-19.2024

Abstract

Nowadays, with crucial business competitions, entrepreneurs are obliged to possess marketing knowledge and skills in order for their business to survive and grow. Thus, the purpose of this research is to study marketing readiness of coconut products’ entrepreneurs and to offer guidelines on marketing development and skill improvement for coconut entrepreneurs. The research tool is structural interviews by conducting data collection from in-depth interviews with 21 individuals whose names are in a list of information providers along with 3 focused groups being classified based on coconut products’ operators. The findings show that coconut products’ entrepreneurs possess insufficient knowledge and skills in marketing management, in another word, their readiness is dissatisfied. It is imperative that training programs be conducted to improve knowledge and skills through a curriculum on quality and product standard development; packaging design development; increasing distribution channels; product advertisement and public relation strategy development; and creative tourism. The curriculum is aimed to create outstanding points of Samui coconut product identity and the differences of Samui tourism being compared with others.
Co-Authors Banthita Samosorn Chantanaphant, Jirayuth Made, Kitiya Nujinjit, Kanyanat Phetchamnan, Phanutchanat Sanjorn, Pattamawan Soralamb, Nuttapul Subphonkulanan, Laphassawat Suwannao, Suchawan Waiprib, Parichamon