Factors Affecting Customer Satisfaction with Haidilao Hot Pot in Bangkok

The purpose of this study is to explore the factors affecting customer satisfaction of Haidilao Hot Pot in Bangkok. There are four independent variables in this study include food quality, service quality, ambient and price. The dependent variable of this study is customer satisfaction of Haidilao Hot Pot in Bangkok. Total of 417 respondents in Bangkok were collected by online questionnaire. Most of the respondents were females, aged 18-25, married with bachelor’s degree and are enterprise employees with a monthly income of 15,001-25,000 THB. They often go to Haidilao Hot Pot, the average cost is 1,001-2,000 THB. The four independent variables; food quality, service quality, ambient and price in this study can affecting on the dependent variable as customer satisfaction.