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研究生： 羅紹敏
Wichasin Lorroongroj
論文名稱： 影響顧客在台灣的泰式餐廳用餐後再次拜訪的行銷組合 – 以哈哈羅55泰式船麵ก๋วยเตี๋ยวเรือ米粉湯為例
Marketing Mix Influencing Customers to Revisit – An Example of the Thai-Ethnic Noodles Restaurant in Taiwan
指導教授： 丘宏昌
Chiu, Hung-Chang
口試委員: 謝依靜
Hsieh, Yi-Ching
唐運佳
Tang, Yun-Chia
學位類別： 碩士
Master
系所名稱： 科技管理學院 - 國際專業管理碩士班
International Master of Business Administration(IMBA)
論文出版年： 2021
畢業學年度： 109
語文別： 英文
論文頁數： 54
中文關鍵詞： 行銷組合 、顧客行為 、民族餐廳 、再訪 、泰式料理 、台灣泰式餐廳
外文關鍵詞： Marketing Mix, Consumer Behavior, Ethnic Restaurant, Revisit, Thai Food, Thai Restaurant in Taiwan
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    Restaurant or cuisine, or food stalls, is one of the most common business, ranges from world-class cuisine to local street-food vendor. Ethnic restaurant selling traditional dish from certain country in foreign country is one kind of them. As opposed to other restaurants in Taiwan, 哈哈羅55泰式船麵ก๋วยเตี๋ยวเรือ米粉湯, the small Thai-ethnic restaurant serving authentic Thai-style noodles along with other famous Thai dishes, has evidently proved successful in this field. Therefore, this study is to determine which marketing mix factor(s) - 7Ps - might have influences on their customers revisited decision.
    The study is conducted using qualitative research with triangulation method to collect, compare and analyze data, from three different sources: document analysis, in-depth interview, and participant observation. Each source helps each other enhancing validity of data, while abolishing biases and inaccuracy that might occur.
    The results show that only product, place, physical evidence, process, and people influence customers’ decision. In addition, food taste and authenticity (product), and overall dining atmosphere such as Thai-local-style decoration and environment (physical evidence) are the most dominated influencing factors, as they provide them unique dining experience.

    ABSTRACT I ACKNOWLEDGMENT II TABLE OF CONTENTS III LIST OF FIGURES VI LIST OF TABLES VII CHAPTER 1 - INTRODUCTION 1 1.1 Research Background and Motivation 1 1.2 Research Objectives 2 1.3 Research Questions 3 CHAPTER 2 - LITERATURE REVIEW 4 2.1 Overview of Thai Cuisine in Taiwan 4 2.2 Overview of 哈哈羅55泰式船麵ก๋วยเตี๋ยวเรือ米粉湯 5 2.3 Buyer Decision Process 8 2.3.1 Need or Problem Recognition 9 2.3.2 Information Search 10 2.3.3 Evaluation of Alternatives 11 2.3.4 Purchase Decision 12 2.3.5 Post-purchase Evaluation 12 2.4 Types of Buying Behavior 12 2.4.1 Extended Decision-Making Behavior 13 2.4.2 Limited Decision-Making Behavior 14 2.4.3 Habitual Buying Behavior 14 2.4.4 Variety-Seeking Buying Behavior 14 2.5 Factors Influencing Consumer Behavior 15 2.5.1 Personal Factors 16 2.5.2 Psychological Factors 16 2.5.3 Social Factors 17 2.5.4 Cultural Factors 18 2.6 Marketing Mix (7Ps) 18 2.6.1 Product 18 2.6.2 Price 19 2.6.3 Place 19 2.6.4 Promotion 20 2.6.5 Physical Evidence 20 2.6.6 Process 21 2.6.7 People 22 CHAPTER 3 - RESEARCH METHODOLOGY 23 3.1 Methodology Design 23 3.2 Data Collection 25 3.3 Selection of Specific Restaurant to Study; 哈哈羅55泰式船麵ก๋วยเตี๋ยวเรือ米粉湯 25 3.4 In-depth Interview 26 3.4.1 Interview Design 26 3.4.2 Interviewee Profile and Grouping 26 3.4.3 Interview Questions 27 CHAPTER 4 - FINDINGS AND ANALYSIS 29 4.1 Interviewees’ Responses to Dining out Frequency and General Interest of Thai-related Things 29 4.2 Interviewees’ Responses to Marketing Mix (7Ps) Influencing on Their Revisiting Decision or Willing-to-Revisiting Decision 30 4.2.1 Product 30 4.2.2 Price 31 4.2.3 Place 32 4.2.4 Promotion 34 4.2.5 Physical Evidence 34 4.2.6 Process 36 4.2.7 People 36 4.2.8 Overall of 7Ps 37 4.3 Data Analysis 38 CHAPTER 5 CONCLUSION 43 5.1 Conclusion 43 5.2 Implications for Business 44 5.3 Limitations and Future Research 45 REFERENCES 46 APPENDIX A - INTERVIEW QUESTIONS 51

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    哈哈羅55泰式船麵ก๋วยเตี๋ยวเรือ米粉湯. (2021, February 3). 各位泰粉們準備尖叫了！, 哈哈羅板橋店 , 板橋區 , 館前東路 , 63號. [Thai fans are ready to scream! Haha Luo Banqiao store, no. 63, Guanqian East road, Banqiao district] [Image attached] [Status update]. Facebook. https://www.facebook.com/hahalo55banqiao/photos/pcb.121241673208953/121241339875653/
    哈哈羅55泰式船麵ก๋วยเตี๋ยวเรือ米粉湯. (2020, September 3). 撒瓦低咖 , 分享起來 , 來喔來喔～準備尖叫了‼️ , 哈哈羅泰式船麵士林二店. [Sawasdee ka, share it, come on, come on, ready to scream! Haha Luo Thai Boat noodle Shilin second store] [Image attached] [Status update]. Facebook. https://www.facebook.com/hahalo55xinyi/photos/1413024912222799/
    哈哈羅55泰式船麵ก๋วยเตี๋ยวเรือ米粉湯. (2020, August 1). 哈哈羅（士林店）7/21試營運至今. [Haha Luo (Shilin branch) has been in trial operation since July 21st] [Image attached] [Status update]. Facebook. https://www.facebook.com/hahalo55xinyi/photos/1368029440055680/
    哈哈羅55泰式船麵ก๋วยเตี๋ยวเรือ米粉湯. (2019, May 26). 歡慶哈哈羅泰式船麵滿周年. [Celebrate the anniversary of Haha Luo Thai Boat noodle] [Image attached] [Status update]. Facebook. https://www.facebook.com/hahalo55xinyi/photos/1031185440406750/

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