Please use this identifier to cite or link to this item: https://publication.npru.ac.th/jspui/handle/123456789/1752
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dc.contributor.authorSoryiaya, Atthaporn-
dc.contributor.authorPiancharoenwong, Assanee-
dc.contributor.authorRittiboonchai, Wisit-
dc.contributor.authorBootpo, Wassana-
dc.date.accessioned2022-08-22T14:18:02Z-
dc.date.available2022-08-22T14:18:02Z-
dc.date.issued2022-07-08-
dc.identifier.urihttps://publication.npru.ac.th/jspui/handle/123456789/1752-
dc.description.abstractMarketing 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.en_US
dc.publisherThe 14th NPRU National Academic Conference Nakhon Pathom Rajabhat Universityen_US
dc.subjectmarketing strategyen_US
dc.subjectadaptationen_US
dc.subjectrestauranten_US
dc.titleMarketing Strategy Development: Impact and Adaptation of Restaurants in Nakhon Pathom Province during COVID-19.en_US
dc.title.alternativeการพัฒนากลยุทธ์ทางการตลาด ที่ส่งผลกระทบ และการปรับตัวของร้านอาหาร ในจังหวัดนครปฐม ภายใต้สถานการณ์โควิด 19en_US
Appears in Collections:Proceedings of the 14th NPRU National Academic Conference

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