Browsing by Author "Mayuree Aryupong"
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ItemEffects of product quality, service quality and price fairness on customer engagement and customer loyaltyThis paper examines the key relationship effects between the customer perceived value dimensions: product quality, service quality and price fairness on customer engagement in a holistic model, using structural equation modeling. Further, the study evaluated the direct and mediating effects of these factors on customer loyalty in the automobile industry, with sample data from 224 existing car owners, based in Bangkok. The study results illustrate significant direct effects on customer loyalty, with product quality, service quality, price fairness and customer engagement all having a positive influence. On the other hand, product quality and price fairness did not significantly affect customer engagement. The findings support the prediction of direct effects which significantly affect customer loyalty. In addition, the study shows that customer engagement has a partial mediation effect on service quality and customer loyalty. This research contributes to the customer engagement and customer perceived value literature with empirical support in the context of the Thai automobile industry.
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ItemModerating effects of Hofstede's cultural dimensions on the relationship between Aewom and Fewom in Thailand(Bangkok : Assumption University, 2019) Fukushige, Aya ; Mayuree Aryupong ; Phacharaporn PhijaranakulThis research aims to examine the moderating effects of Hofstede’s cultural dimensions at the individual level on the relationship between acceptance and subsequent forwarding of electronic word of mouth (EWOM) in Thailand. EWOM is currently considered as one of the most influential communication channels for businesses, marketers, and various kinds of consumers. Cultural values can also be a factor to influence consumers’ decision-making behaviors. Hypotheses were developed by adopting Hofstede’s cultural dimensions, but with the newly developed scale, Individual Cultural Values Scale (CVSCALE) in order to observe the cultural diversity among Thai nationals at the individual level, and to investigate the moderating effect of Hofstede’s five cultural dimensions on the relationship between Acceptance of Electronic Word of Mouth (AEWOM) and Forwarding of Electronic Word of Mouth (FEWOM). A structured online questionnaire was used to collect data from 204 respondents, all of which were Thai and currently using one or more social networking service (SNS). The results indicated that people who have accepted EWOM tend to forward the EWOM further, and among Hofstede’s five cultural dimensions, Power Distance, Collectivism, and Masculinity significantly moderated the relationship between AEWOM and FEWOM.