Browsing by Author "Sirion Chaipoopirutana"
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    An Analysis of Online Shopping in Thailand
    ( 2012) Chanidapa Prompongsatorn ; Nattapong Sakthong ; Sirion Chaipoopirutana ; Combs, Howard
    Trust is the most crucial factor for online shopping. Those organizations interested in enhancing their business channel with internet shopping need to understand the influence of consumers' trust, and how it depends on other independent variables. Additionally, they need to understand the cause of unreliability, how to eliminate it, and what functions have to be improved and maintained in order to attract consumers. This will allow organizations to understand the existing internet shopping environment and the consumers' decision to repurchase. This study investigates the factors influencing consumer trust in internet shopping in Thailand. Based on various previous empirical studies, a conceptual framework was developed to examine the relationship between six factors which influence trust in Internet shopping. The data was analyzed by using structural equation modeling (SEM) to test all hypotheses. The results of this study show that perceived integrity and perceived ease of use have a positive relationship with trust toward Internet shopping in Thailand. Recommendations are provided for Internet sellers to enable them to increase consumer trust.
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    Antecedents and consequences of customer satisfaction and loyalty: an empirical study of popular cafe in Mandalay, Myanmar
    (Assumption University Press, 2020) Kyaw, May Thu ; Sirion Chaipoopirutana
    This research aims to examine the factors influencing customer satisfaction and loyalty towards the popular cafe in Mandalay, Myanmar. The researcher applied the factors, including perceived customer to employee interaction, perceived service quality, and perceived value. The sample size of this study is 400, and questionnaires are distributed at Mingalar Mandalay Complex. In this study, the researcher applied non-probability sampling methods, including purposive and convenience sampling techniques. The researcher also used the five-point Likert scale, designed as research instruments. To test the hypotheses, the researcher used both simple linear regression and multiple linear regression to analyze and calculate the data. Based on the research finding, the researcher found that perceived service quality significantly influenced perceived value and perceived customer to employee interaction, and perceived value significantly influenced customer satisfaction except for perceived service quality. Furthermore, perceived value and customer satisfaction significantly influenced customer loyalty.
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    A comparative study of prospective natural gas for vehicle (NGV) buyers' behavior intention in Thailand
    (American Society of business and Behavioral Sciences, 2010-02) Sirion Chaipoopirutana ; Nongnuch Likitsuwannakool ; Combs, Howard
    Global warming and the economic consequences of the global dependence on increasingly expensive gasoline have become the most serious and appalling world problems of today. Natural Gas Vehicles (NGV), currently in successful use in Thailand, have the potential to solve this problem in a relatively pollution-free manner. The question is how to get more consumers to adopt this new form of energy? This study examined how NGV's can increase in popularity and obtain more consumer adoption in Thailand. A survey of 500 potential consumers from various geographic regions and demographic groups examined what factors impact on behavioral intention toward NGV. The results suggest that consumer's behavioral intentions toward NGV are affected by factors pertaining to social influences and certain NGV attributes. Each group contains several sub-variables and is used in verifying its individual impact on consumer's behavioral intention, while the differences in vehicle factors did not strongly affect the behavior intention. Recommendations for increasing the adoption rate of NGV in Thailand are provided. The findings of this study can assist in the creation of more effective marketing appeals for NGV in Thailand. Some of these finding could also be applicable to the task of encouraging current petroleum gas users in other countries to switch to natural gas vehicles.
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    A comparison of Chinese and American tourist satisfaction in Thailand
    ( 2009) Sirion Chaipoopirutana
    Successful tourist destinations will attract more visitors from different countries. However, culture diversification may need well management to respond and satisfy customer needs. Understanding of differences among tourists and their requirements is important for the tourism industry which may lead to an increased share of the tourism market. The objective of this study is to compare the level of American and Chinese tourists' satisfaction in Thailand. 390 respondents were considered to be the sample. The researcher applied Independent Sample t-test to test all hypotheses. The results of this study by using cross-tabulation analysis, American and Chinese tourists mostly were male, aged over 45 years old. They travel in Thailand with their families. Moreover, they are private company employees who hold at least a Bachelor's degree. American tourists mostly take a long period of time to travel while Chinese tourists are more likely to take a shorter journey. The findings indicate that American and Chinese tourists are not statistically significant different in satisfaction levels in terms of destination attractions and environment, destination facilities and services, accessibility of destination, and destination image. In contrast, American and Chinese tourists have significant differences in satisfaction levels in terms of overall price. However, each of these four attributes need to be improved to attract additional tourists.
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    A comparison of perception, overall satisfaction and consumer behavior among Western, Asian, and Thai MRT passengers
    (Assumption University, 2007) Sirion Chaipoopirutana ; Assumption University. Martin de Tours School of Management and Economics
    This study aims to compare the differences in perceived service quality. satisfaction, and con- sumer behavior of Western, Asian, and Thai Bangkok subway customers. The data was collected from 606 respondents using the SERYPERF, overall satisfaction, and consumer behavior research survey instruments. The results revealed that perceived service quality, and overall satisfaction between three groups of MRT customen ~ significantly different buJ there was no significant difference in con- sumer behavior between three groups of MR.. T CU3tomers.
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    Cross-cultural study of Western and Thai subway' s passengers perception, overall satisfaction and consumer behavior
    ( 2009-11) Sirion Chaipoopirutana
    The performance of the company service is an important issue for operative business activities. It effects in different levels of customer satisfaction, consumer behavior, and may affect different cultures. The objective of this study is to examine the different cultures and also, the relationship between perceived service quality, overall satisfaction, and consumer behavior. The data was collected from 200 Western, and 203 Thai respondents using the SERVPERF, overall satisfaction, and consumer behavior survey instruments. This study found that perceived service quality, and overall satisfaction between Western and Thai customers were significantly different whether when determined by five dimensions or not but there was no significant difference in consumer behavior between Western, and Thai customers. Also, the results showed that there were significant relationship between perceived service quality and overall satisfaction whether by segment or not by the different cultures, and the results of the analysis of user behavior indicated that there was a relationship between overall satisfaction and frequency of MRT use except for Western customers. For hypotheses ten and eleven, there were no relationship between overall satisfaction and the main purpose of MRT users except that Western of passengers in hypothesis eleven.
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    Customer Satisfaction Affecting Behavioral Intention to Repurchase at Fast Food Restaurant in Bangkok, Thailand
    ( 2016-06) Pronthip Praiwan ; Sirion Chaipoopirutana
    The objective of this research is to study factors affecting to behavioral intention to repurchase at McDonald’s in Bangkok, Thailand, while independent variables are perceive value, restaurant image, food and beverage quality, service quality, customer satisfaction and dependent variable is behavioral intention to repurchase. The data was collected by distributing questionnaires to 300 respondents at MBK Center and Siam Paragon branches in Bangkok. The sampling procedure used judgment sampling, quota sampling, and convenience sampling. When data are collected, the researcher will analyze the data by using the Statistical Package for Social Science (SPSS) software. Also the multiple regression and simple regression are used to analyze the relationship among dependent and independent variables based on hypotheses. And the researcher used descriptive statistics to provide percentage and frequency, which is usually used to analyze demographic factors. The result of this research shows that all most of independent variables are influenced on behavioral intention to repurchase, but three two sub-variable are not influenced on behavioral intention to repurchase, which are assurance and employee knowledge and responsiveness of service delivery in term of service quality.
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    Customer Satisfaction Towards Banking Service, Thailand
    ( 2016-06) Kansiri Thongkam ; Sirion Chaipoopirutana
    The purpose of this study was to study about the factors that influence customer satisfaction towards the Siam Commercial Bank, Thailand. In this research, the dependent variable is the customer satisfaction, while the independent variables are perceived service quality in terms of tangible, reliability, assurance and empathy, perceived value and trust. These variables were developed as four hypotheses to identify the influencing factor. The data was collected by distributing a questionnaire to 300 respondents who have the experienced with the Siam Commercial Bank at Mega Bangna branch. The sampling procedure that applied in this study are purposive (judgment) sampling and convenience sampling. Moreover, all the data was analyzed by using Multiple Regression Line to test each hypothesis. The descriptive statistics was used to identify mean and demographic percentage. Base on the result from Regression Coefficient, the researchers found that perceived service quality in terms of tangible, reliability and empathy were influenced on perceived value which the highest influence was empathy at the beta (β) .339. For the perceived service quality in term of assurance was not influence on perceived value at sig.052>.05. Moreover, the perceived service quality in terms of tangible, reliability, assurance and empathy were influenced on customer satisfaction which the highest influence was reliability at the beta (β) .369. In addition, the perceived service quality in terms of reliability, assurance an empathy were influenced on trust which empathy was the highest influence at beta (β) .315. However, the perceived service quality in term of tangible was not influence on trust at sig .200>.05. Additionally, both perceived value and trust were influence on customer satisfaction which the beta (β) were .439 and .507, respectively. It means that trust was highest influenced on customer satisfaction.
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    Determining antecedents to omnichannel shopping intention among fast fashion consumers in Thailand: a mixed methods approach
    (Bangkok : Assumption University Press, 2022) Wisuta Jaengprajak ; Sirion Chaipoopirutana
    The purpose of this study was to investigate the relationship between the variables of customer experience, personal innovativeness, perceived innovation characteristics, perceived risk, attitude, and omnichannel shopping intentions, among fast fashion consumers in Thailand. A mixed methods approach was applied to develop the study’s research instrument, conducting a pilot study and focus group interviews. Data were subsequently collected from 690 fast fashion consumers with experience in using omnichannel retail services in Thailand, using online questionnaires and convenience sampling. However, only 449 responses were deemed usable for the analysis which used Mixed Methods research techniques, Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Structural Equation Modelling (SEM). Results revealed that only personal innovativeness, perceived innovation characteristics, and attitude, had a significant statistical relationship with omnichannel shopping intentions, while no significant relationship was found for customer experience and perceived risk. Findings also verified that the relationship between omnichannel shopping intentions and customer experience, as well as the relationship with personal innovativeness, was mediated by perceived innovation characteristics. Additionally, new sets of sub-variables were identified for customer experience and perceived innovation characteristics that were unique to the Thai culture and retail context using mixed methods and EFA. It was found that there were seven dimensions of omnichannel customer experience, namely consistency, connectivity, personalisation, accessibility, order fulfilment, flexibility, and retailer responsiveness. Regarding perceived innovation characteristics, the study confirmed that usefulness, compatibility, and ease of use, remained suitable subcomponents.
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    The development and measurement of different service quality models
    (Assumption University, 2008) Sirion Chaipoopirutana ; Assumption University. Martin de Tours School of Management and Economics
    This article outlines the development of service quality models. from the earlier Nordic model, the Gaps model, SERVQUAL and SER VP ERF models. to the most recent, the service quality of int em et search engines (adapted from SERVQUAL), and perceptions of educational service quality (adapted from SERVPERF). The author presents and discusses the basis of development of each service model, service quality structures, and element of each service industry. Finally, the implications for service quality model improvement and further research are discussed.
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    Diffusion of innovation in Asia: a study of internet banking in Thailand and India
    ( 2009) Sirion Chaipoopirutana ; Combs, Howard ; Yuttapong Chatchawanwan ; Vij, Vikrant
    This study examined the possible attributes of innovation that contribute to the adoption of innovative Internet banking services in India and Thailand. Diffusion of Innovation theory was utilized to study Indian and Thai banking customers living in several regions of the two countries. The attributes of innovation, used for this investigation, were complexity, compatibility, relative advantage and trialability. The results reveal that only complexity had a negative relationship with intention to adopt innovative Internet banking both in India and Thailand, while other attributes of innovation show a positive relationship. Several marketing related recommendations are offered for improving the success rate for the adoption of Internet banking in both India and Thailand.
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    Effective customer relationship management of health care: a student of the perceptions of service quality, corporate image satisfaction, and loyalty of Thai outpatients of private hospitals in Thailand
    ( 2010) Sirion Chaipoopirutana ; Bunthuwun Laohasirichaikul ; Combs, Howard
    This article investigates the effects and the relative importance of the four perceived service quality dimensions on corporate image, customer satisfaction, and customer loyalty. To obtain results, factor analysis and multiple regression techniques are applied to data collected from 500 Thai outpatients of the five largest private hospitals in Bangkok. The findings indicate that the four dimensions significantly affect corporate image, customer satisfaction, and customer loyalty. More specifically, the doctor concern dimension is the most important factor affecting customer satisfaction and customer loyalty. The tangibles dimension is the most important factor affecting corporate image.
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    An empirical investigation of factors affecting passenger’s repurchase intention towards low-cost airline in Thailand
    (Assumption University Press, 2020) Kathabhon Thanalerdsobhon ; Sirion Chaipoopirutana
    With the economic situation at this time, being able to generate some profits for the airlines is difficult. However, to be able to survive in this changing world is harder. As there are many competitions in the aviation industry in Thailand. Airlines are competing with one another either by price promotion, or cost. Many factors are affecting the world’s economy right now. For example, economic war between the united states of America and China, the appreciation of Thai Baht, the political problems, and others to be able to survive in this crisis, creating the factor of repurchase intention would be the solution to all the airlines. The motive of the study is to investigate the influence of affecting factors: service quality in terms of tangible factors, schedule factors, service provided by ground personnel, service provided by flight attendants, trust, brand image, perceived value, and customer satisfaction on repurchase intention towards one particular budget-airline in Thailand. The researchers gathered data from real passengers of the low-cost airline at Don Mueang International Airport and Suvarnabhumi Airport, Thailand. The sample size of this study is 409 respondents. The data is collected by the questionnaire distribution. Descriptive research with quota sampling, judgement sampling, and convenience sampling under non-probability was applied. The five Liker-scale was used to help with the research instrument. The researchers applied descriptive and inferential analysis methods to complete the process. Besides, the Multiple Regression Linear was adopted to help test all the hypotheses. Based on the findings, the researchers found that service quality in terms of tangible factors, service provided by ground personnel, and service provided by flight attendants, trust, brand image, perceived value and customer satisfaction statistically have an influence on repurchase intention.
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    An empirical investigation of Video Game control users: examining the influence of social media advertising, social media promotion, E-WOM, and brand image on purchase intention in China
    (Assumption University Press, 2020) Li, Ningqin ; Sirion Chaipoopirutana
    With the rapid development of technology in gaming, more and more consumers have accepted electronic games,and major manufacturers are continually launching their new game consoles. Playing games has gradually become the leading entertainment activities for people all over the world. This research aims to study the influence of social media advertising content, social media promotion content, E-WOM, and brand image on Chinese consumers' purchase intention towards game console. In this research, the researchers collected the data from 300 Chinses customers who use the game consoles through online platform. Simultaneously, this study uses non-probability sampling including judgement and convenient sampling techniques, to collect the data. The researchers also applied 5-point Likert scale for research instruments. Descriptive and inferential analysis are used to analyze the data of demographics and linear regression is also applied to test the hypotheses. The researchers found that social media advertising content, social media promotion content, E-WOM, and brand image were positively influence purchase intentions. Especially the brand image, it has the most significant influence on purchase intention.
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    An empirical research on factors influencing customer satisfaction and behavioral intention to repurchase towards fast food restaurant in Dhaka, Bangladesh
    (Assumption University Press, 2020) Mumtaz, Syeda Karishma ; Sirion Chaipoopirutana
    The purpose of this research is to investigate the factors influencing customer satisfaction and behavioral intention to repurchase of customers towards KFC restaurant in Dhaka, Bangladesh. Empirical testing is conducted to deduce the result of this research. Data were collected from 450 respondents who have/had dining experience at KFC restaurant Dhaka, Bangladesh by using self-administered questionnaire. Multiple Linear regression (MLR) method was used for analysis and SPSS software was used to interpret the result. The researcher used judgement, quota, and convenience sampling to deduce the target population and location. It was revealed from the study that service quality in terms of tangible, reliability, responsiveness, assurance, and empathy has no significant influence on customer satisfaction. Perceived value in terms of hedonic and utilitarian value, price, food quality, physical environment quality has significant influence on customer satisfaction. Utilitarian value is a better predictor of customer satisfaction because of high beta value. Price, customer satisfaction and perceived value has significant influence on behavioral intention to repurchase. Customer satisfaction is a better predictor of behavioral intention to repurchase because of high beta value.
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    Empirical research on online repurchase intention: an assessment of ease of use, security, private concern, trust, and e-satisfaction towards online shoppers in China
    (Assumption University Press, 2020) Wang, Renyan ; Sirion Chaipoopirutana
    Nowadays, e-commerce is more and more popular, and has become an indispensable part of people's daily life. With the fantastic growth of online shopping quantity of Chinese users, the e-commerce platform is also overgrowing. This study focuses on five factors (security, ease of use, privacy concern, trust and e- satisfaction) that affect repurchase intention. In addition, this study focuses on China's online shopping platform and online shopping users. This study collected 389 questionnaires by online platform and the data from the questionnaires were analyzed and summarized. Descriptive and inferential analyses were applied to analyze the data, and the researchers applied five point Likert scales for the research instrument. In this study, the researchers applied Simple Linear Regression and Multiple Linear Regression to test all the hypotheses. The results of this study show that “security” and “privacy concern” have great influence on trust and e-satisfaction. The website ease of use has an important impact on customers' e-satisfaction. At the same time, the online security, e-satisfaction and trust have an important impact on customer repurchase intention.
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    An Empirical Study of Customer Satisfaction towards Food Delivery Online Using Mobile Application in China
    ( 2016-06) Haohan, Yao ; Sirion Chaipoopirutana
    Customer satisfaction surveys have become one of the most important tools in the e-service industry to found out about problems and determine how to improve online services. They are essential to e-commence companies’ success, especially online food delivery services which has grown into a huge market in China. The purpose of this study is to consider the factors that influence customer satisfaction toward food delivery online. More specifically, looking at ‘Ele.me,’ one of the three leading third party platforms in China where restaurants can register, it tests the influence of eight factors (app design, response time, information quality, payment system, personalization, delivery, confirmation, and app reputation) on overall customer satisfaction toward Ele.me. These eight factors represent the independent variables and customer satisfaction the dependent variable. The data was collected through an online survey of 400 respondents via a website (www.sojump.com). The respondents in this study were people with some experience using the Ele.me mobile application. The sampling procedure used non-probability and the convenience sampling techniques. The data were analyzed by bivariate linear regression and descriptive statistics were used to provide the percentage distributions, average mean and standard deviations. In addition, inferential statistics were used to test the relationship between the independent and dependent variables. The results show that all eight independent variables have a positive relationship with overall customer satisfaction. Most respondents can accept 30-45 minute delivery time. The platform should nevertheless focus on improving information quality, app reputation, and patronization. It could set up an inspection and reporting system to guarantee the veracity of the restaurant information in their app. It could for example send a person to each cooperative restaurant at least semi-annually and set a mark. The platform should also reward customers who disclose problems with the cooperative restaurants and provide effective evidence.
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    An empirical study: influencing factors of normative susceptibility, collectivism, novelty, value consciousness on consumer’s attitude towards Pirated software in Bangkok, Thailand
    ( 2019) Sirion Chaipoopirutana
    This study aimed to find a relationship between normative susceptibility, collectivism, novelty seeking, value consciousness, and consumers’ attitude towards pirated software. The researcher collected the data from customers who has experienced to purchase pirated software from two locations in Bangkok metropolis. The final data were 369 respondents. Non-probability was used to find sampling unit by using quota and convenience sampling. All hypotheses were tested using Structural Equation Model (SEM). The adequate quality of model was measure by measurement model in order to use discriminant validity, convergence validity, and goodnessof-fit. The results of this study, the researcher found that normative susceptibility and collectivism were significant relationship with consumers’ attitude towards pirated software. The results of novelty seeking and value consciousness were not statistical significant relationship with consumers’ attitude towards pirated software.