Relationship between Customer Perceived Value, Perceived Price, Affect, Interaction Orientation and Customer Satisfaction towards Thai Suki Restaurant

This research explores the factors that influence customer satisfaction towards Thai Suki restaurant. The study focuses on the relationship between customer perceived value, perceived price, affect, interaction orientation and customer satisfaction. The findings show a positive effect of all factors on customer satisfaction.


Abstract—This research explores the factor that have a
relationship with customer satisfaction. This article focuses on
customer satisfaction towards Thai Suki restaurant. The objective of
this research is to identify the relationship between factors; customer
perceived value, perceived price, affect, interaction orientation and
customer satisfaction towards Thai Suki restaurant. 400
questionnaires were distributed to respondents at Thai Suki restaurant
in Bangkok by using judgment sampling and convenience sampling
techniques to collect the data. Pearson’s Correlation Coefficient was
used to analyze the hypotheses in this study. All factors that were
considered in this research include customer perceived value,
perceived price, affect, interaction orientation and found a positive
effect on customer satisfaction. There are several recommendations
were provided to increase the level of customer satisfaction.
Keywords—Customer Satisfaction, Customer Perceived Value,
Perceived Price, Affect, Interaction Orientation
I. INTRODUCTION
EVELOPING dining experience is the main purpose of
restaurant manager consider to attract customers (Hoare
and Butcher, 2007; Jensen and Hansen, 2007) [2]. When the
customer is satisfies with food and service in restaurant, they
will be more likely to revisit the restaurant to increase its profit
(Gupta et al., 2007) [2]. Customer satisfaction is an overall
essential evaluation of customer experience with service or
product (Sindnav et al., 2006) [4]. In addition, this is a sense
that customer’s consumption provides result to against a
standard of pleasure or displeasure (Oliver, 1999) [4].
Satisfaction is also related to psychological attitude that feel
during customer consumption. Moreover, customer
satisfaction defined as an evaluation process where the
customer compares with their previous expectation of service
experience with the service they receive (Gilbert et al., 2004)
[1]. Customer satisfaction is the individual perception of
product or service performance that is related to their
Karinthon Sujipinyo is with the Graduate School of Business Assumption
University, Bangkok, Thailand (corresponding author’s phone: [phone]
; e-mail: [e-mail]).
Sirion Chaipoopirutana is with the Graduate School of Business,
Assumption University, Bangkok, Thailand (e-mail: [e-mail]).
expectation and attitude. Also, customer satisfaction can
change towards consumption experience (Torres and Kline,
2006) [2]. Customer satisfaction conceptualized as customer
fulfillment response and also is a judgment of product or
service feature through pleasurable level including over or
under fulfillment (Oliver, 1997) [6]. Various empirical
researchers studied about factors affecting customer
satisfaction and found that customer perceived value,
perceived price, affect, and interaction orientation towards
Thai Suki restaurant influence their experience.
Nowadays, most of people choose to dine outside because it
is convenient and comfortable. Moreover, the main reasons
that people select restaurant are vary between foods, worth for
money, good taste and service. Customers also have more
concern with their health through selecting healthy food which
is a match with Thai Suki restaurant. The main food is Suki
that include many kinds of vegetables, fish and etc. Thai Suki
restaurant was established more than 25 years and now have
more than 400 branches around Thailand. In addition, Thai
Suki restaurant already explained to Japan, Vietnam,
Singapore and Indonesia. This Thai Suki restaurant is the first
restaurant that uses electric pot in Thailand. Thai Suki
restaurant is also prominent with healthy family restaurants
through fresh, clean and good quality of food by good service.
In this research, the researchers studied the factors that
influence customer satisfaction towards Thai Suki restaurant.
There is significant to help Thai Suki restaurant at Central in
Bangkok has more of an understanding with their customer
and create more customer satisfaction. It brings benefit to
attracting in both customer satisfaction and revisits to Thai
Suki restaurant in Bangkok.
II. LITERATURE REVIEW
A. Customer Satisfaction
Oliver (1997) [2] conceptualized customer satisfaction as
the customer fulfillment response that used to evaluate
products and services through the overall pleasurable level of
over or under level of consumption-related fulfillment. In
addition, Gilbert et al. (2004) [1] implied that customer
satisfaction as customer’s evaluation process to compare with
A Study of Relationship between Customer
Perceived Value, Perceived Price, Affect,
Interaction Orientation and Customer
Satisfaction towards Thai Suki Restaurant
Karinthon Sujipinyo, and Sirion Chaipoopirutana
D
International Conference on Business, Law and Corporate Social Responsibility (ICBLCSR'14) Oct 1-2, 2014 Phuket (Thailand)
http://dx.doi.org/10.15242/ICEHM.ED1014048 55

previous expectation and perceived service experience.
Moreover, Torres and Kline (2006) [2] stated that customer
satisfaction as the individual perception of product or service
that related to customer expectation. Also, attitude of customer
satisfaction changes through the consumption experience
(McCollough et al., 2000; Oliver, 1981) [2].
B. Customer Perceived Value
Zeithaml (1988) [3] conceptualized customer perceived
value as the personal customer comparison between the
perception over benefit and perceived cost paid. Only
customer would rather use the service provider that use the
concept of customer perceived value to evaluate product or
service. Moreover, this concept of customer perceived value is
very subjective and personal Parasuraman et al. (1985) [3]. In
additional, customer perceived value means the customer
received trade-off between benefit or quality and costs that
include financial, mental transaction cost, time and energy
(Oliver and Desarbo, 1988; Kotler, 2000; Komulainen et al.)
[6].
C. Perceived Price
Zeithaml (1988) [1] implied that perceived price is what the
customer gives up for gaining product or service. In general,
customer perceived is price a monetary price or non-monetary
price. Moreover, Han and Ryu (2009) and Zeithaml (1988) [1]
stated that price tag indicates the price of product but actually
price is encoded by customer in comparative and subjective
manner. The customer also interprets an objective price into
perceived price. This interpreted process contributes the
comparison between different products or services of a
provider with respect to the objective price and what is
received through transaction. In addition, Ryu et al. (2010) [1]
conceptualized that perceived price entails a comparison that
logically falls under cognitive component or what refer to
utilitarian value.
D. Affect
Bagozzi et al. (1999) [1] conceptualized affect as a mental
process that includes emotion, mood and attributes. Moreover,
Schoefer and Diamantopoulos (2008) [1] implied that affect is
different from emotion with problems of service setting. Also,
Dube and Menon (2000) [1] stated that service emotion is
affective response and is generated from perception of service
attributes. In addition, affective response is the result from a
cognitive evaluation process or previous cognition, Zajonc and
Markus (1999) [1]. Cognitive-affect also has a direct
perspective to the customer during the per-purchase process
Shiv and Fedorikhin (1999) [1].
E. Interaction Orientation
Ramani and Kumar (2006) [2] were the first developers of
interaction orientation idea implied that interaction orientation
reflects firm’s ability and have an interaction with individual
customers. Moreover, the firm can take advantage of
information obtained through successive interaction for
maintaining profitable and long-term customer relationship.
Also, Nazdrol et al. (2011) [2] conceptualized interaction
orientations that can improve performance of the manufacturer
with customer attitude and loyalty through the firm’s good
internal promotion innovations. In addition, Ramani and
Kumar (2006) [2] stated that interaction orientation can
increase positive word of mouth to encourage new customer.
Interaction orientation also is both specific and actionable to
improve a firm to achieve superior performance. Interaction
orientation is composed with four elements as shown below:
- The concept of the customer is the unit of individual
customers is used to analyze every marketing decision
(Hoekstra et al., 1999) [2].
- Interaction response capacity represents degree of
successful products or services and is able to build
relationships with individual customers through feedback from
customer’s previous behavioral responses (Liang and Zhang,
2012) [2].
- Customer empowerment refers to range or ways that the
firm provides to customers to enable them to connect with
firms to actively shape transactions through effective
collaborate by sharing information, esteem, criticism,
suggestion and idea about product and service (Prahalad and
Ramaswamy, 2004) [2].
- Customer value management the range that firm can define
and measure individual customer value in guiding of
marketing decision (Thomas et al., 2014) [2].
III. RESEARCH FRAMEWORK AND HYPOTHESES
Base on previous empirical researches provided evidence.
In the conceptual frame work, customer satisfaction is the
dependent variable that is affected by four independent
variables; customer perceived value, perceived price, affect
and interaction orientation towards Thai Suki restaurant.
Interaction orientation includes four sub-variables that are
concept of customer, interaction response capacity, customer
empowerment and customer value management.
Fig. 1 Conceptual frame work of customer satisfaction
toward Thai Suki restaurant
IV. HYPOTHESES
The null-hypotheses were formulated as follows:
H1o: There is no relationship between customer perceived
value and customer satisfaction.
International Conference on Business, Law and Corporate Social Responsibility (ICBLCSR'14) Oct 1-2, 2014 Phuket (Thailand)
http://dx.doi.org/10.15242/ICEHM.ED1014048 56

H1a: There is a relationship between customer perceived
value and customer satisfaction.
H2o: There is no relationship between perceived price and
customer satisfaction.
H2a: There is a relationship between perceived price and
customer satisfaction.
H3o: There is no relationship between affect and customer
satisfaction.
H3a: There is a relationship between affect and customer
satisfaction.
H4o: There is no relationship between interaction
orientation in terms of concept of customer and customer
satisfaction.
H4a: There is a relationship between interaction orientation
in terms of concept of customer and customer satisfaction.
H5o: There is no relationship between interaction
orientation in terms of interaction response capacity and
customer satisfaction.
H5a: There is a relationship between interaction orientation
in terms of interaction response capacity and customer
satisfaction.
H6o: There is no relationship between interaction
orientation in terms of customer empowerment and customer
satisfaction.
H6a: There is a relationship between interaction orientation
in terms of customer empowerment and customer satisfaction.
H7o: There is no relationship between interaction
orientation in terms of customer value management and
customer satisfaction.
H7a: There is a relationship between interaction orientation
in terms of customer value management and customer
satisfaction
V. RESEARCH METHODOLOGY
The researchers used descriptive research to explain the
characteristics of a certain group and estimate the proportion
of people within a specified population who perform in certain
way. Moreover, descriptive research should characteristics of a
situation in this research. Churchill (1999) [5] implied
descriptive research as being applied to interpret identify
questions, survey people, and begin data collection with the
survey method of previous analysis. Most of collected data are
quantitative and statistical techniques are used to summarize
the information.
Also, the researchers applied survey technique by
distributing questionnaire at Thai Suki restaurant at Central
Ladprao branch. The target population is the customers who
have experience with Thai Suki restaurant. The researchers
applied non-probability technique to find the sampling unit by
using judgment sampling and convenience sampling
techniques to collect the data. In addition, the researchers
designed to test the hypothesis by using Pearson Correlation
analysis, which is the most popular method that predicts the
relationship of one variable to another. A correlation
coefficient identifies both the magnitude of linear relationship
and direction of the relationship.
VI. FINDING RESULTS
TABLE I
THE RESULT FROM HYPOTHESIS
Hypothesis Type of Statistic Significance Correlation
Coefficient
Result
H1o: There is no relationship between customer perceived value and
customer satisfaction.
Pearson's correlation
analysis
0.000 .658** Reject
H1o
H2o: There is no relationship between perceived price and customer
satisfaction.
Pearson's correlation
analysis
0.000 .499** Reject
H2o
H3o: There is no relationship between affect and customer satisfaction. Pearson's correlation
analysis
0.000 .541** Reject
H3o
H4o: There is no relationship between interaction orientation in terms
of concept of customer and customer satisfaction.
Pearson's correlation
analysis
0.000 .507** Reject
H4o
H5o: There is no relationship between interaction orientation in terms
of interaction response capacity and customer satisfaction.
Pearson's correlation
analysis
0.000 .577** Reject
H5o
H6o: There is no relationship between interaction orientation in terms
of customer empowerment and customer satisfaction.
Pearson's correlation
analysis
0.000 .514** Reject
H6o
H7o: There is no relationship between interaction orientation in terms
of customer value management and customer satisfaction.
Pearson's correlation
analysis
0.000 . 636** Reject
H7o
VII. SUMMARY AND CONCLUSION
All hypotheses were supported at the significance level of
.000. There were strong positive relationship between
variables represent in hypotheses 1 and 4 (correlation
coefficient = .658 and .636). Additionally, there was
moderately positive relationship between variables in
International Conference on Business, Law and Corporate Social Responsibility (ICBLCSR'14) Oct 1-2, 2014 Phuket (Thailand)
http://dx.doi.org/10.15242/ICEHM.ED1014048 57

hypotheses 2,3,4,5 and 6 (correlation coefficient = .499, .541,
.507, .577 and .514 respectively).
From the demographic analysis the researchers found
information relating to the majority of customers of Thai Suki
restaurant in Bangkok. As the results showed, the researchers
analyzed to describe the major of customers of Thai suki
restaurant at Bangkok who are female, in the age range of 18
to 25 years old, earned an income of between 15,001 to 30,000
Baht and normally came to dine with their family.
VIII. RECOMMENDATIONS
The study revealed that customer perceived value and
interaction orientation in term of customer value management
have strong positive relationship with customer satisfaction.
Also, all perceived price, affect, interaction orientation in term
of concept of customer, interaction response capacity and
customer empowerment has moderately positive relationship.
In this case, some meaningful and practical recommendations
can be derived from the results to help in the management and
staff of Thai Suki restaurant.
Thai Suki restaurant manager should improve and maintain
both customer perceived value and perceived price. For
example, Thai Suki restaurant manager should start to improve
fresh and high quality of the ingredient that also effect to get
high quality of food and source to serve the customer.
Moreover, Thai Suki restaurant should improve and maintain
the standard of good taste with both food and source as the
uniqueness of Thai Suki restaurant in all branches. Thai Suki
restaurant should influence customer to feel worth of money
through the same level of taste, quality and quantity of food in
every branch of Thai Suki restaurant. All of these help to lead
the customer perceived high value and increase customer
satisfaction toward Thai Suki restaurant.
According to the result with strong positive relationship
between interaction orientation in term of customer value
management and customer satisfaction, Thai Suki restaurant
should create more collaboration with credit card, True card or
AIS serenade to give extra promotion or discount to customer.
In addition, Thai Suki restaurant also creates sweepstake
activities to give profit back to customers such as coupon
discounts, free of charge for that meal and free family trip with
super star.
For the other results of this study, customer satisfaction has
moderate positive relationship with affect, interaction
orientation in term of concept of customer, interaction
orientation and customer empowerment. Then, the employee
staff of Thai Suki restaurant should get training to provide
friendly service and attending to customer’s request at the
same standard level with every branch. Thai Suki restaurant
should maintain staff’s dancing time to make customer feel
enjoy to dine at Thai Suki restaurant. Staff of Thai Suki
restaurant should also help the customer to feel happy and
enjoy with special time. For example, Thai Suki restaurant
provide free cake, and staff help to take photo memory with
special event for the customer. Furthermore, Thai Suki
restaurant should create more variety of new food, beverages
and desserts that suit with the main group of customer which is
families. Also, Thai Suki restaurant should increase more
channel to encourage the customer to give problem and
suggestion. This can help Thai Suki restaurant to gather useful
information to improve service quality for increasing customer
satisfaction.
VII. FURTHER RESEARCH
For future research, the researchers could study different
independent variables such as restaurant image, food quality,
service quality and quality of physical environment. Also,
other researchers should study Thai Suki restaurant in other
regions in Thailand or collected data from different geographic
areas.
ACKNOWLEDGEMENT
I would like to use this opportunity to deeply express my
gratefulness to all of those.
First, I would like to express my special thanks to Asst.
Prof. Dr. Sirion Chaipoopirutana who is my research advisor.
She has been support and patient with me. She also guidance
and encourage me until completion of this research.
Second, it is important to acknowledge to my family for
their support and encourage me to the complete research.
And Third, I extend my special thanks to my friends and
classmate who have given me with discussion, encouragement
and work hard together to achieve complete research.
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