The Effect of Perceived Value on Repurchase Intention at Casual Dining Restaurants in Bangkok

Abstract

This study aims to investigate the demographic characteristics and perceived value factors among individuals who have previously dined at casual dining restaurants, with a focus on their relationship with repurchase intention toward casual dining restaurants in Bangkok. A total of 400 respondents were selected as the sample.

The findings revealed that the majority of respondents were female (186 individuals), aged between 26 and 35 years (200 individuals), held a bachelor's degree (315 individuals), were single (219 individuals), and were employed as government officials, state enterprise employees, or company staff (340 individuals). Most respondents reported an average monthly income between 25,001 and 40,000 Baht (152 individuals).

In terms of casual dining behavior, the findings revealed that most respondents visited such restaurants more than three times per month (117 individuals), typically dined with friends (194 individuals), and primarily visited for the purpose of having meals (144 individuals). The average expenditure per visit ranged from 1,001 to 1,500 Baht (174 individuals). Respondents’ perception of overall value was rated at the highest level, while their repurchase intention toward casual dining restaurants in Bangkok was rated at a high level.

 The hypothesis testing results revealed the following:

• Demographic factors—namely marital status, occupation, and income—had a statistically significant effect on repurchase intention toward casual dining in the Bangkok at the 0.05 significance level, which is consistent with the proposed hypotheses.
• Consumer perceived value factors—including social value, emotional value, and conditional value—were significantly associated with repurchase intention toward casual dining in the Bangkok at the 0.05 significance level, supporting the proposed hypotheses.