Abstract:
Momo-paradise, one of the most profitable shabu-shabu buffet types of restaurants in Thailand has gained brand love phenomenon even when the buffet prices have adjusted to increase since 2021. Therefore, this paper aims to study the effects of marketing factors that affect the retention of Momo-paradise’s loyal customers in the Bangkok area. The independent variables are categorized into two groups: namely marketing and demographic factors. The marketing factors include product quality, price perception, promotion, service quality, brand image, and physical environment. The demographic factors include age, gender, status, education level, income level, and occupation. The dependent variable is loyalty intention. A one-sample t-test for two population groups, the analysis of the variance or one-way ANOVA for more than two population groups, and multiple regression analysis were selected as the statistical approach.
185 random Momo customers living in Bangkok have participated in the survey with the collection period of May 20th - June 5th, 2022. The questionnaire distribution method was done by sending questionnaires to target groups in Bangkok through the Facebook community for people who love shabu-shabu.
According to empirical study results, people that have different income ranges have different intentions to become loyal customers of Momo-paradise. However, those who have different ages, gender, status, education level, and occupation do not have different intentions to become loyal customers of Momo-paradise. The marketing factors affecting the loyalty intention of Momo-Paradise are product quality, brand image, and service quality while price perception, promotion, and physical environment can not affect the loyalty intention of Momo-Paradise.
