CHAPTER THREE
METHODOLOGY
This chapter describes: (1) the subjects, (2) the material, (3) the procedures
used in collection and analysis of the data, and (4) the data analysis.
3.1
SUBJECTS
There were 75 Thai and 75 foreign customers who used the services at
restaurants (Flow All Day Dining, Yuan Chinese Restaurant, Prime Steakhouse, Maya
Thai Restaurant and ThreeSixty Bar) at Millennium Hilton Bangkok in January 2010.
To select the samples, the quota sampling method was used.
3.2
MATERIALS
A questionnaire written in English and Thai and consisting of both closed and
open questions was the instrument used in the study to collecting data. .The
questionnaire was separated into 3 main parts.
Part 1: Demographic information
The questionnaire asked for nationality, gender, age, monthly income and
customer types of the respondents.
Part 2: Customers satisfaction towards service
The questionnaire has constructed to measure the level of satisfaction towards
service components e.g. staff, products, facilities, pricing and hygiene. The
satisfaction towards staff was examined in terms of hospitality, appearance, speedy
service and product knowledge. The satisfaction towards products was examined in
terms of from variety, quality, taste and portion. The satisfaction towards facilities
was examined in terms of atmosphere, seat and equipment availability. The
satisfaction towards pricing was examined in terms of valuable and competitive price.
The satisfaction towards hygiene was examined in terms of staff, food, beverage,
restaurant area and equipment and utensils. The levels of satisfaction were classified
based on a 5-point Likert scale.
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Strongly satisfied
= 5 points
Satisfied
= 4 points
Neutral
= 3 points
Dissatisfied
= 2 points
Strongly dissatisfied
= 1 point
The criterion to interpret the answers of the respondents was as follows:
Width of interval scale = Maximum value Minimum value
Number of level
= 5-1
5
= 0.80
From this scale, the interpretation of the results and the meanings are as
follows:
4.21 5.00
= Strongly satisfied
3.41- 4.20
= Satisfied
2.61 3.40
= Neutral
1.81 2.60
= Dissatisfied
1.00 1.80
= Strongly dissatisfied
Part 3: Recommendations
Both closed-ended and open-ended questions were included in this part to seek
the customers recommendations.
3.3
PROCEDURES
3.3.1 Research Design
This research study was a cross-sectional study design to reveal Thai and
foreign customers satisfaction with the provide product and service of Food and
Beverage department at hotel restaurants, Millennium Hilton Bangkok.
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3.3.2 Data Collection
The data was collected from Thai and foreign customers who used the service
in hotel restaurants-Flow All Day Dining, Yuan Chinese Restaurant, Prime
Steakhouse, Maya Thai Restaurant and ThreeSixty Bar. 150 questionnaires were
distributed and separated in half for 75 Thai and 75 foreign customers in five
restaurants to complete the questionnaire after using the service. The questionnaires
were gathered after the respondents had completed them.
3.4
DATA ANALYSIS
The questionnaires were processed using SPSS version 15 for analyzing the
data to determine descriptive statistics, percentages and frequencies. T-Test and F-Test
were used for finding the factors that influenced the customers levels of satisfaction
comparing demographic information with the five service components- restaurant
staff, food and beverage products, facilities, pricing and hygiene.