Factors Influencing Diners' Decision to Choose Khao Lao Restaurant in Tan Phu District, Ho Chi Minh City

The main purpose of this study is to explore the factors that influence diners’ decision to choose Khao Lao restaurant in Tan Phu District, Ho Chi Minh City. The results of quantitative analysis using SPSS 20.0 software from 246 customers who have used food and beverage services at the restaurant show that six factors – hygiene, reliability, service capacity, price, food quality, and brand – have a significant impact on diners’ restaurant choice decision. The influence level of these factors is reflected in the regression coefficients (β) and is ranked from strongest to weakest as follows: reliability (β = 0.367), brand (β = 0.271), food quality (β = 0.161), service capacity (β = 0.149), hygiene (β = 0.145), and price (β = 0.108). In addition, some managerial implications are also proposed in this study