วารสารวิทยาลัยบัณฑิตเอเซีย ...

This research aimed to study street food consumption behavior and factors influencing customer satisfaction of street food consumption. The sample size of this study was 200 consumers of street food in Nakornratchasima City Municipality. The research instrument was a questionnaire by probability sampling. This research was used descriptive statistics, frequency, percentage, mean, and standard deviation, and inferential statistics to test hypothesis by multiple regression analysis. The study finding, most of consumers have consumed street foods at 3-4 days per week, their favorite food are cooked to order dish, they usually to go to food store for lunch with their friends and convenience was the main reason for consumption. The independent factors were tested in order to be positively influencing customer satisfaction of street food in Nakornratchasima city municipality marketing mix (β = 0.42) Confidence in restaurant regulations (β = 0.20) and eating out food safety opinions (β = 0.13) explaining 33.0% of the influence toward customer satisfaction. The street food entrepreneur can use this research finding to develop their business. They should focus food safety and hygiene to make more consumers satisfied.