Marketing Strategy Development: Impact and Adaptation of Restaurants in Nakhon Pathom Province during COVID-19.

Abstract

Marketing strategy development: Impact and adaptation of restaurants in Nakhon Pathom Province during COVID-19 is quantitative research aimed to study 1) the adaptation of restaurant operators in Nakhon Pathom classified by personal factors. 2) The influence of marketing strategy development affects the operation and the adaptation of restaurants in Nakhon Pathom during COVID-19. The researchers assembled data using convenient sampling from 400 restaurant operators in Nakhon Pathom. The statistics used in the data analysis consisted of percentage, mean, standard deviation, T-test, One-way ANOVA, multiple indicators - multiple causes model, and structural equation model. The data demonstrate that 1. The adaptations of restaurant operators in Nakhon Pathom are statistically significantly different when classified by the operator's age and monthly income of the restaurant. 2. The influence of marketing strategy development that impacts the adaptation of restaurants in Nakhon Pathom during COVID-19 includes sales strategy development (B1=0.34), target customer classification (B2=0.30), new product positioning (B3=0.22), organizational structure design (B4=0.20) and adjustment of service processes and public relations (B5=0.10). The equation had 89.60% predictive power. The influence of marketing strategy development that impacts the restaurant operation during COVID- 19 includes sales strategy development (B1=0.29), target customer classification (B2=0.30), new product positioning (B3=0.26), organizational structure design (B4=0.26) and adjustment of service processes and public relations (􀉴B=0.05). The equation had 87.30% predictive power.