Browsing by Author "Amornrat Pattarakitham"
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ItemAn Empirical Study of Life Insurance and Macro Economic IndicatorsThis study aims to identify macroeconomic factors that can be used to explain the variation in the demand of life insurance among developed, underdeveloped, and emerging countries in 2012. Data of 86 countries were used to conduct cross-sectional multiple regression. Results showed difference in life insurance demand across countries. Variables that explain the variation in 2012 are inflation, GDP growth, and amount of deposits.
ItemThe influence of customer experience on behavioral response in lifestyle centers in Bangkok(Assumption University, 2013) Amornrat Pattarakitham ; Assumption University. Martin de Tours School of Management and EconomicsThe purpose of this paper is to explore the influence of customer experience on consumer behav- ior towards lifestyle centers in Bangkok using the Stimulus-Organism-Response (S-0-R) model. In addition, the influences of the stimuli such as mall environment, customer-to-customer interaction, and mall tenant mix (variety), on behavioral response (revisit intention and desire to stay) were found in this study. A self-administered questionnaire was employed to collect data from customers who had visited lifestyle centers in Bangkok area in the period during which the study was conducted. The survey period was during January 2013, and 492 questionnaires were used to analyze the data by using a structural equation modeling (SEM) approach. Results show that affective dimension of customer experience has the greatest influence on the revisit intention and the desire to stay. Mall tenant mix (variety) has the greatest influence on the affective dimension of customer experience, followed by store social interac- tion, and the ambient factor. Customer-to-customer interaction also influences both the revisit intention and the desire to stay but has a lesser influence on the desire to stay than the ambient factor.