The purposes of this research were: 1) To study decision to choose Tim Surm Restaurant Service. 2) To study the personal factor in consumer decision making to choose Tim Surm Restaurant Service 3) To study the relationship between personal factors of consumers and the decision to choose Tim Surm Restaurant Service in Muang District Nakhon Si Thammarat Province. 400 sample were purposive selected used The instrument were questionnaires. Frequency and percentage were calculated for test relationship Chi - square test was wed and Contingency Coefficient at statistically significant level of 0.05 computer program analysis was used to calculated data. The research study found were that most consumers ware females ages between 21 - 30 years maried status Bachelors Degree 10001 - 15000 Baht salary working as freelance /private businesses 3 - 4 members in family sample decided to choose the Tim Surm restaurant services in the product by focusing on the highest food taste value for money with food quality appropriate price with the quality of food For the place of distribution opening - closing time was significant. The marketing promotion was reducing the price of food at various festivals personnels were attentive and willing to serve customers The service was available to reserve a table in advance The physical aspect of cool air culation and enough light in the shop. Results of the hypothesis testing of personal factors for consumers are age marital status education level salary occupation and family size correlated with the decision to choose Tim Surm Restaurant Service in Muang District Nakhon Si Thammarat Province were age was correlated with the price and the services The marital status was related to the price The educational level was related to the product the place of service personnel distribution and physical aspects The salary was related to the product and the price. The occupation is related to personnel and physical aspects. The member of family correlated with the product and the price. The gender was not correlated with the decision to choose Tim Surm Restaurant Service in Muang District Nakhon Si Thammarat Province. The statistical significance at the 0.05 level.

Food is one of the four basic human needs. Now an increase in the amount of restaurant business has affected the household food consumption behaviour; consumers are buying more ready-to-eat food products. The behaviour increases the risks of consuming contaminated food so the cleanliness and the safety of the nourishment should be seriously taken care. Restaurant Development Way for Food Safety A Case Study: Savoey Restaurant Tha Maharaj Branch was aimed to study practice plans associated with applying knowledge on food safety; to survey understanding on food safety practice; to study factors affecting food safety development of Savoey Restaurant Tha Maharaj Branch. The population and sampale of this study comprised totaled 20 employees qualified for specifications set by the researchers. The tools included content analysis and weighted arithmetic mean mean percentage and standard deviation were employed for statistical analysis. The findings indicated there were two workflow operations of Savoey Restaurant Tha Maharaj branch; Service workflow operation Kitchen and bar workflow operation. The inspections of food hygiene standards in 9 aspects were conducted by researchers. The marks were given associated with the criteria of the List of Food and Drug Administration No 840/2545 attached to the Assessment Methods for Inspection Results of Food Manufacturer under the Ministerial Notification that overall mark of each topic must not lower than 50 percent and no serious defects were found. The Savoey Restaurant Tha Maharaj Branch meets the specified criteria in six aspects comprising dining area with air-conditioners (65.46 percent) outdoor dining area and vicinity (56.82 percent) machine utensils and equipment (87.5 percent) maintenance and cleaning (55 percent) wastewater and waste treatment (58.33 percent) cleanliness and convenience of restrooms (62.5 percent). Each topic meets the criteria on general hygiene standard control. Meanwhile the topics required immediate correction were food preparation and cooking area (27.6 percent) followed by personal hygiene (40.83 percent) and quality control of food ice cube and beverage (49.17 percent) respectively. Thus it is concluded that the current problems arising out of inadequate understanding on good practice of food safety since the business owner has never provided trainings on hygiene for their workers.

The objectives of this research are to study factors affecting the sustainable success and define the key performance indicators. The research instruments used for data-gathering were semi-structured interview. The results of the interviews were created by using independent variables in questionnaire. The populations of this research are the 54 fast dining business entrepreneurs within 500 metres around the Thawes Area. The information collected by 54 questionnaires with a 100% response rate and analyzed and processed by computer. The results were as follows : There are three main factors affecting the sustainable success of the fast dining business in Thawes area which are internal operation social responsibility and environmental responsibility. Internal operation composed of reasonal pricing fast services constant tasty great hospitality and always keep a good standard. Social responsibility consisted of fresh ingredients cooking process with heath concerns clean kitchen pricing display and following the law of minimum wage employment hiring. Environmental reposibility are include using uncontaminated seasoning reliable source of food ingredients non-toxic cooking material unexpired seasoning and safe tableware and food container. The result can lead to 10 key performance indicators. It’s include customer satisfaction towards services customer satisfaction on the constant taste customer satisfaction on resonable pricing customer confidence in food standard customer confidence in freshness of food ingredients customer confidence in the cleanliness of food customer confidence in the cleanliness of cooking material and kitchen customer confidence in clear pricing display employees satisfaction on their wage and customer confidence on the safety of food. The suggestions were that the entrepreneurs should improve their business to earn more profit and train their employee for a successful service. Related educational Institution and government sectors must be coordinated to develop entrepreneurs in fast dining business to maximize ability for a sustainable success.

The objective of the independent study was investigating consumers’ behavior and consumers’ satisfaction to assess the Khun Or Nam Neung ChockChai 4 Restaurant. Basic factor of demographics and satisfaction levels could provide into the 4 marketing mixed factors that includes product price place and promotion. Samples were selected from 400 persons who consume in Khun Or Nam Neung Chock Chai 4 Restaurant. Data were collected by questionnaires and analyzed using software. The results of this independent study founded that most consumers were female aged more than 45 years old (58.00%) received a bachelor degree (42.00%) company enterprise (48.00%) and average revenue more than 30000 baht per month (42.00%). The most of Vietnamese food is “Nam Neung” and the reasons that they choused because Vietnamese food was very difference taste from another. For the most satisfaction level the marketing mixed factor was place factor. For the more satisfaction level the marketing mixed factors were product factor and price factor. For the medium satisfaction level the marketing mixed factor was promotion factor.