Recent Submissions

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    Factors relating to brand loyalty of a Fitness Health Club franchise Business in Vienna, Austria 

    Krivic, Sarah J.; Loh, Aaron (Assumption University Press, 2016)

    This study focused on brand loyalty for an international, franchised Fitness Health Club in Vienna, Austria. The researcher found six independent variables in order to analyse customers' brand loyalty towards the above mentioned Fitness Health Club. The data was collected through 366 useful questionnaires from the Fitness Health Club and its day-to-day customers and members in Vienna, Austria. The research tested the relationship between brand loyalty and seven variables, which were advertising spending, brand image, brand trust, customer or...
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    Determinants of customer satisfaction and customer loyalty in e-banking: a case study of Thailand's selected commercial banks in Bangkok's Central Business Area 

    Bogati, Deepin; Rawin Vongurai (Assumption University Press, 2016)

    The primary purpose of this paper is to identify the determinants of the factors influencing customer satisfaction and customer loyalty in the e-banking of commercial banks of Thailand. A 33 item questionnaire was developed based on the literature review and tested for reliability and validity using Cronbach's alpha test. A total of 400 questionnaires were distributed to 204 e-banking banking preferring clients and 196 traditional banking preferring clients. The regression analysis suggested that core service quality, social benefits, confid...
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    Factors influencing Bangkokkian adults' decision-making in choosing and English language school 

    Natchanan Ammarit; Fernando, Marrisa (Assumption University Press, 2016)

    The purpose of this study was to determine the factors influencing Bangkokian on decision-making in choosing an English language school. This study applied non-probability sampling as a sampling procedure. The questionnaires were distributed by snowballing sampling with 400 questionnaires distributed by both offline and online platforms. This study applied four statistical models including descriptive analysis, One-Way ANOVA, Pearson's Correlation and multiple regression analysis. Most of the respondents were female. The majority of the re...

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