The different outcome of non-Thai consumer model is that service marketing mix has no direct
effect on non-Thai customer loyalty which could result from their different purpose of dining. Most of
Muslim travelers need to have halal food during their stay in Thailand; their purposes are not mainly
for leisure like local consumers but rather for Islamic fundamental need. Internal marketing has more
direct influence on customer loyalty as foreigners are not familiar with local service provider; they
expect good standard manner more than Thai customers do.