รหัสดีโอไอ 10.14457/TU.the.2020.364
Title Changes in SMEs restaurant business in Bangkok during and after COVID-19
Creator Chanon Kamjorn
Contributor James E. Nelson, Advisor
Publisher Thammasat University
Publication Year 2020
Keyword SME restaurant, SME owner, SME manager, COVID-19, New normal, Stand-alone service, Restaurant strategy, Restaurant operation, Food consumption, Bangkok
Abstract It is widely known that the COVID-19 pandemic has severely affected various industries, particularly the SME restaurant business. The current circumstances seemed to be better last year (2020) but then suddenly at the beginning of 2021, there was accidentally emerged the second wave of COVID-19 in Thailand. The impact of COVID-19 has been increasing noticeably since then. The Thai government decided to lock down the country in some dangerous areas.Generally speaking, the economy in Thailand is forecasted to decline dramatically repeatedly due to the effects of the second wave. Thai government instantly reacted towards the pandemic by issuing lockdown policies in some dangerous areas in order to prevent the explosion of the COVID-19 pandemic that has impacted the economy and industries severely. Also, the Thai government decided to offer several campaigns providing free money on the We win, We love each other campaign (give a limited-budget for free to people who are in the suffering criteria) and Pay half campaign (sharing half of the total cost), in order to support people who severely got effect from the pandemic and also to encourage consumers to eat out. However, there are a huge number of SME restaurants that could not resist the second wave crisis and ought to permanently close down their businesses.The objectives of this research are the COVID -19 effects on SME restaurant business, the understanding of motivation, beliefs, attitudes, and feelings of SME restaurant owners/managers. The impactful knowledge of SME restaurant operations in order to help operate restaurant business effectively during and after COVID-19.The exploratory research was used in this study to gain insight into the motivations, beliefs, attitudes, and feelings of SME restaurant owners/managers. Secondary research and in-depth interviews were used in the exploratory research. The obtained data from the secondary and in-depth interviews were used to analyze the typical among each source, indicating how the sources vary, compiling distributions of the data set, explaining the differences between groups of data sources, and making estimations, predictions, and forecasts for data sources.The results showed that they were five key factors that would support SME owners/managers to manage a restaurant productively which are following the updated trends and the needs of consumers, maintain the high level of food, the standard process on sanitizing a restaurant, re-arranging meal kits, prices and packaging to satisfy consumers and also improving the owners/managers skills on four areas which are accounting, marketing and sales, communication, and the most important one, adaptability. The recommendation from the researcher was summarized from each stage of research.
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บรรณานุกรม

Chanon Kamjorn และผู้แต่งคนอื่นๆ. (2020) Changes in SMEs restaurant business in Bangkok during and after COVID-19. Thammasat University:ม.ป.ท.
Chanon Kamjorn และผู้แต่งคนอื่นๆ. 2020. Changes in SMEs restaurant business in Bangkok during and after COVID-19. ม.ป.ท.:Thammasat University;
Chanon Kamjorn และผู้แต่งคนอื่นๆ. Changes in SMEs restaurant business in Bangkok during and after COVID-19. ม.ป.ท.:Thammasat University, 2020. Print.