MARKETING STRATEGIES TO ENHANCE CUSTOMER SATISFACTION FOR CHINESE TOURISTS AT THAI RESTAURANTS.

Abstract

This study investigated the marketing strategies influencing customer satisfaction among Chinese tourists dining at Thai high-end restaurants. By applying the 7P Marketing Mix framework (Product, Price, Place, Promotion, People, Physical Evidence, Process) and incorporating demographic factors, the research identified actionable insights for restaurant operators. Data collected from 400 Chinese tourists were analyzed through regression and variance methods. Key findings revealed that Price had the most significant positive impact on satisfaction, with gender differences observed as female customers reported higher satisfaction. These results provide practical guidance for enhancing customer satisfaction in the context of post-pandemic tourism recovery.-