학술논문
Using Data Mining Methods to Predict Repeat Patronage Intention in the Restaurant Industry.
Document Type
Article
Source
Subject
*PATRONAGE
*DATA mining
*DECISION making
*QUALITY of service
*DECISION trees
*THAI cooking
*RESTAURATEURS
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Language
ISSN
1528-008X
Abstract
This study sought to understand which factors of customer demographics influence repeat patronage intention. To achieve this, we identified the service quality attributes that are considered important by different demographics. Our sample group was selected from customers of Thai Town Cuisine chain restaurants. Decision tree analysis revealed that satisfied customers exhibit a high level of repeat patronage intention, particularly satisfied female customers in the age groups of 18–34 and 45 and above. While our results confirmed that different segmentations of customers have different demands of service quality, assurance and empathy were considered key attributes of service quality by most customers. Based on these findings, theoretical and managerial implications are discussed. [ABSTRACT FROM AUTHOR]