Abstract

This study aims to (1) assess the satisfaction levels of hotel and restaurant businesses using the services of Betagro Public Company Limited in the Koh Samui area, Surat Thani Province, and (2) examine factors related to the satisfaction levels of these businesses with Betagro’s services. This quantitative research utilized questionnaires for data collection. The sample consisted of 140 respondents, including purchasing managers, head chefs, and restaurant owners in Koh Samui, Surat Thani. The questionnaires were checked for completeness and accuracy to serve as a basis for statistical analysis. Descriptive statistics, including frequency and percentage, were presented in tabular form with accompanying explanations. Statistical tools included T-tests and F-tests. The findings revealed that (1) different business factors did not result in significant differences in satisfaction levels among hotel and restaurant businesses with Betagro’s Koh Samui branch, and purchasing volume also did not affect satisfaction levels, with statistical significance across five areas at the 0.05 level: tangibility, reliability, responsiveness, assurance, and empathy. (2) Expectations were significantly related to satisfaction among hotel and restaurant businesses with Betagro's Koh Samui branch. Product, price, distribution channels, promotional efforts, personnel, and processes showed a high overall correlation with satisfaction across all dimensions.