Online Marketing Strategies Affecting the Success of Small Restaurant Businesses in Phetchabun Province

Abstract

The purpose of this research was to study personal factors, online marketing strategies, and the success of small restaurant businesses in Phetchabun Province. This study employed a quantitative research approach. The sample consisted of 400 small restaurant entrepreneurs in Phetchabun Province, selected using cluster random sampling. Data were collected through questionnaires, and the statistical methods used for data analysis included mean and standard deviation. The research findings revealed that the overall level of opinions regarding online marketing strategies was moderate. When considered by individual factors, the customer communication channel focus was at a moderate level, the timely market responsiveness was at a moderate level, and the ability to learn from competitors was also at a moderate level. In addition, the overall level of opinions regarding the success of small restaurant businesses in Phetchabun Province was at a moderate level.