Browsing by Author "Titida Nochai"
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    Applying logistic regression analysis: a study of the influential factors on consumers' purchasing decision toward mobile service provider in Bangkok, Thailand
    ( 2009-10) Titida Nochai
    Logistic regression analysis is one of multivariate analysis where the outcome of dependent variable is categorical variable and the independents are quantitative variables, categorical variables, or both. The objective of this study was to propose the application of logistic regression analysis in order to identify the influential factors on consumers' purchasing decision among top three mobile service providers in Thailand: Advanced Info Service Public Col, Ltd (AIS), Total Access communication Public Col, Ltd (DTAC), and True Corporation Public Col, Ltd (TRUE). The independent variables are the marketing mix factors: product, price, place and promotion. The results of this study indicate that influential factors that affect consumers' purchasing decision among three mobile service providers can be concluded as follows: There are product variety, launch new promotion often, easy to ask for new SIM card, have a bill payment via mobile, and convenient location to purchase that have an effect on consumers' purchasing decision on AIS. There are brand reputation, cost of using internet, and convenient location to purchase that have an effect on consumers' purchasing decision on DTAC. There are quality of signal, brand reputation, easy to change promotion, variety of VAS, and can check bill's history that have an effect on consumers' purchasing decision on TRUE. Moreover, it was found that the overall percent correctly predicted with logistic regression model seem moderating good at 51.9%. While the percent correctly classified for AIS, DTAC, and TRUE are 54.7%, 43.6%, and 57.3% respectively. This indicates that logistic regression analysis can give an accurate prediction of probabilities on the dependent outcome.
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    The Impact of Internet Banking Service on Customer Satisfaction in Thailand: A Case Study in Bangkok
    ( 2013) Rangsan Nochai ; Titida Nochai
    The purpose of this study was to find the internet banking service dimensions that will have the impact on customer satisfaction among top three banks in the Bangkok area: Bangkok Bank, Kasikorn Bank and Siam Commercial Bank. Questionnaires were used to collect data from 450 respondents by using quota sampling. Multinomial logistic regression analysis was employed to obtain the important internet banking service dimensions that have the impact on customer satisfaction. Results showed that providing 24hours-7days service, completing a task accurately, contacting staff to check immediately, providing accurate information & up to date, transaction process is fast, and providing online registration times were the important factors that have the impact on customer satisfaction.
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    The impact of maketing communiation factors on consumers' purchasing decision of discout stores in Thailand
    ( 2009-12) Titida Nochai
    The objective of this study is to investigate the marketing communication factors that impact on consumers' purchasing decision on discount store in Thailand. The multinomial logistic regression analysis was used and the attitude survey was conducted from 450 consumers have shopped among top three discount store operators: Tesco Lotus, Big C, and Carrefour. The results of this study show that the marketing communication factors in order to increase the customer base and make more market share in this segmentation. Tesco lotus should maintain a strategy about "Brochures and booklets" and "Sweepstakes" by distributing of brochures & booklets to customers continuously and include the sweepstakes in order to increase the customer base and still having an advantage over the competitors. Big C should maintain a strategy about "Events and Sponsorships" by supporting of the activities that joint to customer continuously in order to in order to increase potential in the competition in this discount store business. Carrefour should maintain a strategy about "Billboards", "Company websites", and "Weekly sale promotions by increasing of the number of billboards, update the company website continuously include developing of the website to attract theirs customers. Moreover, Carrefour should use the special sale promotion tools such as prices off, premiums, and point-of-purchase displays by weekly in order to attract.