| 520 สาระสังเขป |
Growing brand equity is essential to sustain a brand, and customers' perceived values of products and services are part of the building blocks of brand equity. The purpose of the current study is to understand the effect of customers' perceived values of a Japanese Shabu Shabu buffet restaurant service in Bangkok on their repurchase intention. The specific dimensions of perceived value examined include emotional, social, price, and quality values. A Japanese Shabu Shabu buffet restaurant was selected for the current study as eat-in restaurants have become the casualty of the the new normal lifestyle, which is a remnant of the COVID-19 pandemic. Stemming from varying degrees of lockdowns throughout the country to contain the pandemic, consumers have become accustomed to various alternatives to eat-in restaurants. Therefore, it is crucial for eat-in restaurants to reduce the threat from the new normal lifestyle by understanding what values drive customers' repurchase intention. A quantitative research methodology was employed, and online survey questionnaires were completed by 100 respondents, who had experience dining at the selected Shabu Shabu buffet restaurant. Multiple regression was performed to analyze the data. The findings uncover that perceived price value has the strongest impact on customers' repurchase intention, followed by perceived emotional value, and perceived social value. Although customers perceive the quality value offered by the Shabu Shabu buffet restaurant, their repurchase intention is not influenced by perceived quality value. Therefore, Shabu Shabu buffet restaurants are suggested to focus on creating and delivering price and emotional values and to a lesser degree social values in order to encourage customers' repurchase intention. |