INTRODUCTION
In 2015, Thailand is becoming a part of the single market system under the ASEAN Economic
Community (AEC), where boundless business and economic take place. Moreover, Import and export
between AEC countries would be boundless business due to free tax agreement and not only goods
that would be traded freely but also human resources would flow between AEC countries without
work permit (Ministry of Commerce, Department of Trade Negotiation [MOC.], 2011). In addition, AEC
will consist of around 270 million muslims, the largest Muslim population globally. For that reason,
the demand for halal food that is growing inevitably, which is the great opportunity for Thai halal
food producers.
In this new economic community, Thailand is aimed to be a country for tourism and aviation
(MOC, 2011). Service industry in Thailand could gain advantages from this change, especially for food
service provider. In accordance with DinarStandard and Crescentrating (2012), halal food alternative is
ranked number one with 66.8% for muslim travelers when they choose their destinations. In order to
response to the changes, therefore; the restaurant entrepreneurs in Thailand should focus more on
their marketing strategy. To achieve in halal restaurant business, the business should learn what are
the important factors influencing the sustainable growth of business and this study would enhance
halal restaurant business to develop their effective service marketing strategy.