TAP CHi CONG THlTdNG
/v^
CAC YEU TO ANH HITONG DEN QUYET DINH LUA CHON NHA HANG KIEU NHAT BAN
TAI THANH PHO HO CHI MINH
NGUYEN TH! THU HANG - BUI THj THAM
TOM TAT:
Nghien cu'u du'dc thi/c hien vdi muc tieu xac dinh cac ye'u to' anh hufdng de'n quye't dinh lifa ebon nha hang kieu Nhat Ban tai Thanh phd' Ho Chi Minh (TP. HCM) eua thife khach. Ke't qua dieu tra tren 291 thife khach da suT dung dich vu an ud'ng kieu Nhat Ban tai TP. HCM it nhat
1 lan trong vdng 1 nam trd lai cho tha'y nhiing ye'u to' anh hifdng de'n quye't dinh hSa chon cua thifc khach la: (1) Do ngon cua thu'c an, (2) Gia tri bang tien, (3) Chat lifdng phuc vu, (4) Hoc tap van hda, (5) Truyen mieng. Cac nha hang kieu Nhat Ban ed the suT dung ke't qua nghien cu'u lam cd sd cho viec xay difng chie'n lifdc phat trien, tang kha nang khach hang lifa chon suf dung dich vu, gdp phan tang doanh thu va ldi nhuan cho nha hang. Hdn ni?a, cdn cd the gop phan giiip ngddi dan thanh phd hieu them ve van hda Nhat Ban.
Tuf khoa: Nha hang kieu Nhat Ban, quye't dinh lifa chon, cac ye'u to' anh hifdng, Thanh pho Ho Chi Minh.
1. Dat va'n di
Tai Viet Nam, viec an ud'ng ben ngoai la kha phd' bie'n, dac biet d nhii'ng thanh phd Idn va dieu nay du'dc coi nhu' mot phan trong ddi sd'ng xa hoi.
Khach hang Viet Nam sii' dung cac dich vu an ud'ng da dang tif thdc an du'dng phd' de'n cac nha hang sang trong vdi gia ca phai chang. Ngu'di dan thich tu tap tai cac quan ca phe hay cac nha hang de an sang, an tnfa hay an td'i.
Khach hang thanh thi Viet Nam cd ld'i sd'ng ban ron hdn, do vay ho thu'dng an ud'ng ben ngoai nhieu hdn so vdi tru'dc day. Theo nghien cu'u ciia Td chifc Xuc tie'n thu'dng mai Nhat Ban
220 So 14 Thang 11/2018
(JETRO) nam 2016, trong 270 ngddi tra Iclilchao sat tai TP. HCM thi cd de'n 81% thifdng xuyet an d ben ngoai.
Canh tranh giiia cac nha hang kieu Nhat Ban tai Viet Nam hien nay rat khd'c liet, so' lu'dng nha hang kieu Nhat Ban tang nhanh nhu'ng ciing khong it*
hang da phai ddng cu'a hoac thay dd'i each thiJc phuc vu nhan dinh cua JETRO tai TP. HCM (2015). Thd'ng ke cua JETRO cho bie't hien co khoang 770 nha bang kieu Nhat Ban tai Viet Nam rieng TP. HCM cd hdn 400 nha hang va con so nay vin dang tang (Trich theo N. Binh, Tuoi Ti«
Online, 2015). Do dd, chu nha hang kieu NhatBa"
qUAN TR! - QUAN LY
;an hieu rd cac ye'u to' anh hufdng de'n quye't dinh ifa chon nha bang cua khach hang khi mdi tru'dng dnh doanh ngay cang canh tranh gay gat.
Viet Nam va Nhat Ban cd md'i quan he hdp tac
±at che trong Hiep dinh Dd'i tac kinh te toan dien V^iet Nam Nhat Ban (EPA). Viec ho trd truyen )a am thu'c Nhat Ban tai Viet Nam cung la mot :ach nang cao tinh than hiJu nghi, hdp tac va tim lieu van hda ciia nhan dan va chinh quyen hai lifdc. Hieu rd cac ye'u td' anh hifdng de'n quye't dinh nua ciia thu'c khach giup nha hang thu hut du'dc ihieu khach hang hdn va tren cd sd dd nha hang se jiiip cac khach hang trai nghiem van hda Nhat 3an, gan ke't sif thdng hieu va hdp tac giiJa 2 nu'dc.
2. Cd sd ly thuyg't va cac ye'u to' trong mo hinh ighien cu'u
2.1. Casdly thuyet
Trong nghien cu'u cua tac gia Auty (1992), khi Ighien cu'u "Phan khuc va lifa chon cua ngu'di tieu lung trong nganh nha hang" da du'a ra cac bie'n luan trong nha't khi khach hang lya chon nha hang ,a: (1) Loai tbiJc an, (2) Chat lu'dng thu'c an va (3)
jia tri bang tien.
Tac gia Bharath M. Josiam and Prema A.
ilonteiro (2004), nghien ciJu "Cac ye'u to' anh hu'dng ten quye't dinh lifa ebon an ud'ng tai cac nha hang An )d tai Thanh phd' Ddi" cdng dtfa ra 6 ye'u to' quan rong khi lifa chon nha hang la: (1) Chat lu'dng thufc
n, (2) Hifdng vi cua thiic an, (3) Ve sinh thifc pham, 4) Cac tuy chon thifc pham chay, (5) Sif san cd cua ac mat hang va (6) Sif than thuoc van hda.
Tac gia Michael D. Clemes, Christopher Gan c Chirawan Sriwongrat (2013), de xua't 5 ye'u to' uan trong khi lifa chon nha hang la: (1) Trai ghiem an ud'ng, (2) Vi the' xa hoi, (3) Chat 'fdng dich vu, (4) Cha't lu'dng thdc an, (5) Gia tri
ang tien.
^ Va Wahida Shahan Tinne (2012) cdng de xua't ye'u to' tac dpng manh nha't de'n quye't dinh lifa ion nha hang tai Thanh phd'Dhaka la: (1) Truyen idng, (2) Ben trong nha hang, (3) Hoan canh, (4)
ia, (5) Hinh anh, (6) Sang trong.
2.2. Cdc yeu td trong mo hinh nghien ciiu Difa tren cac nghien cdu cd trifdc cho tha'y
rang trong de xua't ciia nhdm tac gia Michael D.
Clemes, Christopher Gan & Chirawan Sriwongrat (2013) da the hien dddc hau he't cac ye'u to' cd the anh hufdng de'n quye't dinh liJfa chon nha hang kieu Nhat Ban theo ly thuye't hanh vi qua trinh ra quye't dinh mua ciia ngifdi tieu diing Kotier va Amstrong (2013). Tuy nhien, qua trao dd'i vdi nhdm 5 chuyen gia gom 3 nha quan ly va 2 thifc khach thifdng xuyen ciia cac nha hang Nhat Ban, thi viec lifa chon ciia khach hang dd'i vdi cac nha hang dan tdc van cd the bi anh hifdng bdi ye'u td' truyen mieng, truyen thdng marketing, hoc tap van hda, sd thich thu'c ud'ng nen se du'a cac ye'u to' nay vao trong nghien cu'u. Ngoai ra, ye'u to' ve sif than thuoc van hda difdc nhdm tac gia Bharath M. Josiam and Prema A. Monteiro (2004) dda ra cho tha'y, cac nha hang dan toe khdng chi cd tiem nang trong viec phuc vu cho thifc khach ciia dan tdc khac ma cdn cd tiem nang phuc vu cho cac thifc khach thuoc dan toe ma net am thifc ciia nha hang dang hu'dng de'n.
Chinh vi vay, cac ye'u to' anh hu'dng de'n quye't dinh "Lifa chon nha hang kieu Nhat Ban" du'dc de xua't bao gom: Chat lu'dng thu'c an. Chat lufdng dich vu, Trai nghiem an ud'ng, Truyen mieng, Hinh anh, Vi the xa hdi, Truyen thdng marketing. Hoc tap van hda, Gia tri bang tien, Sd thich thu'c ud'ng va Su" than thuoc ve van hda.
Vdi cac gia thuye't:
HI: Chat lufdng thdc an cd tac ddng du'dng de'n quye't dinh lifa chon nha hang kieu Nhat Ban.
H2: Chat lu'dng dich vu cd tac ddng du'dng de'n quye't dinh lifa chpn nha hang kieu Nhat Ban.
H3: Trai nghiem an ud'ng cd tac ddng du'dng de'n quye't dinh lifa chpn nha hang kieu Nhat Ban.
H4: Truyen mieng cd tac dpng du'dng de'n quye't dinh lifa chpn nha hang kieu Nhat Ban.
H5: Hinh anh va vi the' xa hdi cd tac ddng dufdng de'n quye't dinh lufa chpn nha hang kieu Nhat Ban.
H6: Truyen thdng marketing cd tac dpng difdng de'n quye't dinh lifa chpn nha hang kieu Nhat Ban.
H7: Hpc tap van hda cd tac ddng du'dng de'n quye't dinh lufa chpn nha hang kieu Nhat Ban.
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TAP CHi CONG THlTtfNG
H8: Gia tri bang tien cd tac ddng du'dng de'n quye't dinh Ida chpn nha hang kieu Nhat Ban.
H9: Sd thich thu'c ud'ng cd tac dpng difdng de'n quye't dinh lifa chpn nha hang kieu Nhat Ban.
HIO: Suf than thude ve van hda cd tac ddng difdng de'n quye't dinh lifa chpn nha hang kieu Nhat Ban.
3. Do'i ttfgfng va phrfrfng phap nghi§n cu'u 3.1. Ddt tuang khao sdt
Khach hang da sii' dung dich vu an ud'ng kieu Nhat Ban tai TP. HCM it nha't 1 lan trong vdng 1 nam trd lai.
3.2. Phuang phdp nghien cUu
Nghien cu'u dufdc thifc hien qua 2 bu'dc nghien cdu dinh tinh sd bd va nghien ciJu dinh lu'dng chinh thdc.
Nghien cu'u dinh tinh sd bd nham xay difng thang do difdc thifc hien thdng qua phdng van sau 5 chuyen gia va sau khi cd thang do sd bp se thao luan nhdm vdi 8 thu'c khach thufdng xuyen an ud'ng tai cac nha hang kieu Nhat Ban giup xay difng bang cau hdi phu hdp vdi bd'i canh nghien cu'u tai Viet Nam. Ke't qua, cac chuyen gia va thanh vien nhdm thd'ng nha't vdi nhau ve cac thang do ciia cac ye'u to de xua't trong md hinh.
Thang do hoan chinh dddc siJ dung trong nghien cu'u dinh lufdng chinh thu'c (291 mSu) de kie'm dinh thang do, kiem dinh md hinh va cac gia thuye't.
4. K6't qua va thao lu$n
Chat lifdng thu'c an tif ke't qua phan tich EFA chia thanh 2 nhdm nhan to. Nhdm 1 lien quan tinh ddc dao ciia thdc an (khdng the na'u tai nha, khdng the tim tha'y d nhu'ng chd khac), nguyen lieu tifdi ngon, an toan ve sinh thufc pham, tnnh bay dep mat, da dang ve mdn an, hdp khau vi. Nhu'ng tinh chat nay bieu thi cho "Dp ngon cua thu'c an".
Nhdm 2 lien quan tdi che dp an ud'ng, thdc an td't cho siic khde, gid'ng cac mdn thu'dng an, cd khau phan phii hdp. Nhifng dac diem nay difdc gom lai thanh nhan to' "Dp td't cho siJc khde cua thu'c an".
Cac chuyen gia cung dong y vdi sd gom nhdm nay va cho rang ke't qua nghien cu'u da phan anh diing nhii'ng ye'u td anh hifdng cd lien quan de'n chat
lufdng thu'c an khi ra quye't dinh. Do dd, gia thuye HI se difdc dieu chinh thanh:
Hla: Dp ngon cua thu'c an cd tac dpng di/dn de'n quye't dinh Itfa chpn nha hang kieu Nhat Bai
Hlb: Dp td't cho siJc khde ciia thu'c an co ta ddng difdng de'n quye't dinh lifa chpn nha han^
kieu Nhat Ban.
Chat lu'dng dich vu tuf ke't qua phan tich EF/
cung chia thanh 2 nhdm nhan to. Nhdm 1 gom cai bie'n quan sat ve khdng gian, bd' tri chd ngoi, gia(
thdng nen se du'dc dat ten la "Sif hiJu hinh". Nhon 2 gom cac bie'n quan sat ve nang lufc cua nhar vien, sif chu dao, san sang giiip dd, miJc do can ke't ciia nha hang va thdi gian phuc vu do vayco the thanh nhdm "Chat lifdng phuc vu ". Gia thuyei H2 se dufdc dieu chinh thanh:
H2a: Sif hifu hinh cd tac ddng dufdng de'n quyet dinh lifa chpn nha hang kieu Nhat Ban.
H2b: Chat lifdng phuc vu cd tac dpng drfdng de'n quye't dinh lufa chpn nha hang kieu Nhat Ban.
Truyen mieng du'dc xac dinh la mot trong nhifng each thu'c td't nha't de phat trien khach hang trong mot nghien cu'u cua Hiep hdi nha hang My nam 2013. Theo do, 94% thifc khach la ngii tru'dng thanh ndi rang hp thifdng lufa chpn nha hang difa tren de xua't ciia cac thanh vien trong gia dinh hoac ban be.
Truyen thdng marketing du'dc suf dung vdi 2 muc dich chinh: (1) tao va duy tri nhu cau, (2) tao ra suf ifa thich hdn cho san pham, ndi each khacla nit ngan chu ky ban hang (Wiefels, 2002). NhBng phifdng thu'c truyen thdng marketing difdc cac chu nha hang suf dung la quang cao, khuye'n mai va tao dif luan.
Hpe tap van hda, viec an ud'ng trong cac nha hang dan tdc dich thtfc la cac trai nghiem cac nen van hda khac, nhuf Van den Berghe (1984) cho rang: Khi mot ngu'di ben ngoai su' dung cac mon an cua nen am thufc mdi thi viec dd la mot cachde nam bat nen van hda ciia nu'dc ngoai mgtcacli diing nghia.
Hinh anh va vi the xa hdi, qua thao luan nhom khach hang trong nghien cu'u dinh tinh, cac chuy^J gia cdn cho rang hp du'dc kinh trpng va vi the cac
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QUAN TRI - QUAN LY
hdn khi an tai cac nha hang nay, thay vi an tai cac nha hang khac hay cac quan an dufdng pho.
Trai nghiem khac biet, dufdc cho rang anh hufdng de'n quye't dinh lifa chpn nha hang kieu Nhat Ban ciia thdc khach. Hp cho rang day la mot xu hifdng mdi so vdi xu hifdng an mdn Au va mdn Trung Qud'c trifdc day.
Gia tri bang tien, cac quan ly nha hang cho rang hien nay tai TP. HCM cd rat nhieu nha hang mdi md ra, cac nha hang kieu Nhat Ban ciing phat trien rat nhanh. Do vay, cac nha hang phai can nhac, vi ne'u gia cao hdn, dd'i thii cd san pham, dich vu tu'dng tif thi nguy cd mat khach hang rat cao.
Sd thich thu'c ud'ng, vdi yeu to' nay, thifc khach Viet Nam thifdng chii trpng va cac bifa an chinh chif chifa quan tam nhieu de'n do ud'ng. Vi vay, de tang sif yeu thich cua cac thifc khach cho cac nha hang, can cd cac loai thu'c ud'ng dac tnfng cua Nhat Ban, mang hu'dng vi cua Nhat Ban.
Suf than thude ve van hda, se difdc the hien qua cam nhan ciia thdc khach tif khi bu'dc vao la each thu'c ddn tie'p, phuc vu, tie'p theo la cam nhan khdng gian va cud'i ciing cam nhan phong each che bie'n ciia nha hang qua viec xem each che bie'n, thu'dng thiJc mdn an.
Ke't qua phan tich hoi qui cho tha'y cd 7 gia thuye't bi bac bd va 5 gia thuye't dddc ung hd:
Dp ngon ciia thu'c an cd tac ddng du'dng de'n 'quye't dinh Ida chpn nha hang kieu Nhat Ban (P
= .353)
" Gia tri bang tien cd tac dpng difdng de'n quye't ainh lifa chpn nha hang kieu Nhat Ban (p = .327) I Chat lu'dng phuc vu cd tac dpng du'dng de'n
quye't dinh Itfa chpn nha hang kieu Nhat Ban (P
= .118)
Hpc tap van hda cd tac dpng du'dng de'n quye't 'linh lufa chpn nha hang kieu Nhat Ban (P = .108)
Truyen mieng cd tac ddng du'dng de'n quye't ' linh Ida chon nha hang kieu Nhat Ban (P = .090) . Chat lifdng thu'c an la ye'u to' cd tam quan
rpng then chd't trong nganh dich vu nha hang khi :6 rat nhieu nghien cu'u deu chi ra chat Iddng hiJc an la ye'u to' anh hu'dng de'n quye't dinh lufa
;';hpn nha hang nhif ciia Auty (1992), Bharath M.
Josiam and Prema A. Monteiro (2004) hay Michael D. Clemes, Christopher Gan & Chirawan Sriwongrat (2013). Tuy nhien, tai TP. HCM, khi danh gia chat lifdng thdc an, thifc khach chii ye'u difa vao Dp ngon ciia thiJc an ma chu'a chu y nhieu de'n viec thu'c an td't cho sdc khde, phii hdp vdi che dp an ud'ng.
Gia tri bang tien la ye'u to' quan trpng thiJ 2 dd'i vdi thufc khach khi lifa chpn nha hang kieu Nhat Ban ciing nhuf nha hang dan tdc. Trong nghien ciJu ve nha hang kieu Nhat Ban dddc thifc hien tai TP.
HCM cho tha'y, thifc khach chu ye'u chii trpng vao chat lu'dng phuc vu cua nhan vien hdn la cac ye'u to' ve cd sd vat chat. Dieu nay cd nghia la cac nha hang khdng nen dau tif nhieu vao cd sd vat chat ma can chu trpng nhieu hdn vao chat lu'dng phuc vu khach hang ciia nhan vien.
Dd'i vdi 2 ye'u td "Hpc tap van hda" va "Truyen mieng", tai TP. HCM, thufc khach cd xu hufdng mud'n tim hieu ve van hda chd khdng ddn thuan dap u'ng nhu cau an ud'ng khi tdi cac nha hang kieu Nhat Ban. Ngoai ra, "Truyen mieng" tuy chu'a cho tha'y tac dpng cd y nghia thd'ng ke trong nghien cifu cua Michael D. Clemes, Christopher Gan & Chi- rawan Sriwongrat (2013) nhu'ng tai TP. HCM thi day la mot trong nhifng nhan td' anh hifdng de'n quye't dinh lifa chpn.
5. Mot so'ham y quan tri tiif ke't qua nghign cufu Do ngon cua thffc dn la mdt ye'u to' then chd't khi kinh doanh nha hang vdi trpng sd' anh hifdng cao nha't la 0.353. Cac nha quan ly ciing can chii y khach hang tai TP. HCM chu ye'u danh gia chat lu'dng thiJc an qua Dp ngon cua thu'c an difa tren:
Suf ddc dao khdng the na'u tai nha hay tim dufdc d nhiing chd khac, nguyen lieu tifdi ngon, an toan ve sinh thufc pham, trinh bay dep mat, thufc ddn da dang, hdp khau vi. Vay nen cac nha quan ly can tim du'dc cac dau be'p gidi cd the che bie'n dufdc cac mdn an hdp khau vi vdi thifc khach, ky thuat va tay nghe cao de che bie'n dddc cac mdn an ma khach hang khdng the na'u tai nha. Ye'u to' tifdi ngon va an toan ve sinh ciing du'dc khach hang dac biet chii y, cac nha quan ly can thie't lap difdc he thd'ng quan ly chat lufdng dam bao ve sinh an toan thifc pham tif khau nguyen vat lieu dau vao, che
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TAP CHI CONG THlAfNG
bie'n, bao quan va ke't hdp viec suf dung cac nguyen vat lieu ttfdi ngon. Ngoai ra, cac nha hang cung can de xua't thifc ddn da dang thay dd'i mdn theo mua, vufa lam da dang thifc ddn cho khach hang, tranh nham chan, vHa tan dung difdc nguon thifc pham ngon ciia tifng miia.
Gid tri bang tien la mdt trong nhii'ng ye'u td' difdc khach hang danh gia qua sif phu hdp ciia gia vdi gia tri hp nhan du'dc. Quan ly nha hang can cd nhifng phu'dng phap thie't lap gia de canh tranh td't hdn chii' khdng chi dinh gia difa tren gia vd'n. Can thufc hien cac cai tien/dd'i mdi de cat giam cac lang phi, nhif: (1) Do lu'dng va chuan hda thao tac, cat giam lang phi, dinh bien nhan sif hieu qua hdn, (2) Suf dung cdng cu thd'ng ke trong quan ly chat lu'dng de cai tie'n chat lufdng va giam thieu chi phi hiiy hang do che' bie'n sai, bao quan khdng ddng each, bet han siir dung, nguon nguyen vat lieu dau vao khdng dat miJc cha't lufdng yeu cau, (3) Thie't lap he thd'ng logistic td'i uM hdn nhd thie't lap he thd'ng the kho de giam thdi gian lay hang, suf dung Kanban de dat hang hieu qua hdn, tranh dd thufa trong be thd'ng.
De nang cao sif hai Idng ciia khach hang ve chat lu'dng phuc vu, can chii trpng dao tao nhan vien, dam bao nhan vien cd ky nang giao tie'p td't, lich sif vdi khach hang, hieu rd ve thufc ddn. Nha hang Cling can xay difng van hda phu hdp de nhan vien quan tam, cham sdc khach an can, chu dao, sSn sang giai quye't cac sif cd' cho khach hang la mdt gia tri quan trpng khi lam viec tai nha hang. Viec kiem soat thdi gian ra mdn tranh de khach ddi lau ciing la mdt trong nhu'ng ye'u to' quan trpng can quan tam, do vay nha hang can thie't lap he thd'ng order mdn nhanh hdn, phan
tich va dif bao tru'dc nhu can khach hang, chuan bi tru'dc cac nguyen vat lieu can thie't sSn sang difa vao che' bie'n de giam thdi gian che bien trong gid cao diem.
Hoc tap vdn hoa la mot trong nhii'ng ye'u to anh hifdng de'n quye't dinh lifa chpn cua thifc khach, do vay can cung cap nhu'ng kie'n thufc ve van hoa Nhat Ban cho thifc khach nhif: gidi thieu net van hoa trong tifng mdn an, gidi thieu ve nhii'ng dia danh nd'i tieng tai Nhat Ban... tao cho thifc khach cam giac nhd dang d xiif sd boa anh dao. Moi mon an co the gan lien vdi van hda mdt viing mien tai Nhat Ban, nha hang cd the thie't ke Menu cd gidi thieu van hda theo tffng mdn va cho phep khach hang dpc trong qua trinh ddi mdn an len de ho cam nhan mdn an mdt each trpn ven hdn.
Truyen mieng la ye'u to ma cac nha hang idio tac dpng. Tuy nhien, ye'u to nay lai anh hifdng den quye't dinh lifa chpn ciia thifc khach, cac nha hang can cd nhifng chifdng trinh quan ly rui ro, chang ban nhif: phifdng an hanh xuf khi khach hang nong gian, phifdng an hanh xuf khi khach hang khieu nai... vi ne'u khach khdng hai long, gian dii, co nhifng trai nghiem khdng td't, bp cd xu hifdng noi cho nhieu ngu'di ve dieu dd. Cac chifdng trinh quan ly rui ro sau khi dddc thie't lap ciing can difdc dao tao ki lu'dng (ly thuye't va dien tap thuf) cho nhan vien tai nha hang va cac bd phan hd trd.
Nhuf vay, mot so' ham y quan tri difdc de xuat vdi muc tieu khach hang lifa chpn suf dung dichvu ciia nha hang nhieu hdn, gdp phan tang doanh thu va ldi nhuan cho nha hang. Tuf dd, cdn giiip ngifdi dan TP. HCM hie'u them ve van hda Nhat Ban, gdp phan tang cu'dng md'i quan he hdp tac giifa 2 qud'c gia Viet Nam va Nhat Ban •
TAI LIEU THAM KHAO:
1. Auty, S. (1992). Consumer choice and segmentation in the restaurant industry. The Service Industries Joumi, 12(3), 324-339.
2. Bharath M. Josiam and Prema A. Monteiro (2004), Tandoori tastes: Perceptions of Indian restaurants k America, International Journal of Contemporary Hospitality Management 16(1): 18-26.
3. Michael D. Clemes, Christopher Gan & Chirawan Sriwongrat (2013), Consumers'choice factors of an up Ethnic restaurant. Journal of Food Products Marketing, Volume 19 - Issue 5.
4. Van den Berghe, P and Keyes, C. (1984) Introduction: Tourism and re-created ethnicity. Annuals ofTorisnt Research 11 (3), 343-352.
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5. Wahida, S. T. (2012). Factors Affecting Selection of Upscale Restaurants in Dhaka City. ASA University, 6(1), 127-138.
6. Wiefels, P. (2002). The Chasm Companion, New York: Harper Business.
Ngay nhan bai: 1/10/2018
Ngay phan bi^n danh gia va sufa chu'a: 11/10/2018 Ngay chap nhan dang bai: 21/10/2018
Thong tin tdc gid:
1. TS. NGUYEN THI THU HANG
Trtfdng Dai hoc Bach Khoa - Dai hoc Qud'c gia Thanh pho Ho Chi Minh 2. BUI THI THAM
Vien Phat triS'n Quan tri va Cong ngh© mdi (IMT)
i &•:
DETERMINANTS OF DINERS'CHOICE REGARDING JAPANESE-STYLE RESTAURANTS IN HO CHI MINH CITY
• Ph.D. NGUYEN THI THU HANG University of Technology
Vietnam National University - Ho Chi Minh City
• BUI THI THAM
Institute of Management and Technology Promotion
ABSTRACT:
The research is to identify determinants of dinerscboice regarding Japanese-style restaurants in Ho Chi Minh City through collecting feedback from 291 respondents who ate at Japanese-style restaurants at least one time during the last 12 months. The results show that there are 5 determinants including (1) The flavor of food; (2) The monetary value; (3) The quality of catering services; (4) The cultural learning and (5) The word of mouth. It is expected that results from this research can help Japanese-style restaurants to develop their own strategies and boost the number of customers, contributing to their revenue and profit. In addition, the research could help the city's residents understand more about the Japanese culture.
Keywords: Japanese-style restaurants, decision, determinants. Ho Chi Minh City.
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