AU Journal of Management: Vol. 11, No. 2 (2013)
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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.
ItemImpact of perceived service on brand image and repurchase intentions of Thai passengers towards low cost carriers(Assumption University, 2013) Shanyalak Sangkatat Na Ayutthaya ; Assumption University. Martin de Tours School of Management and EconomicsSince the application of the Open Sky Policy in 2002, Low Cost Carriers (LCCs) have been gaining a progressive market share in Thailand. However the numbers of academic researchers in this field are limited, the researcher hence focused on Thai passengers traveling on LCCs to explore new knowledge. Based on a comprehensive literature review, the conceptual model investigated whether the perceived service quality affects airline brand image and repurchase intention of Thai passengers was developed and tested in LCCs sector. Data from four hundred travelers was obtained and statistically analyzed; a regression analysis aided in examining the impacts of tested variables. The results revealed that the perceived service quality of Thai passengers had a significant impact on the LCCs' brand image, with the empathy aspect being the most critical factor. Besides, the carriers' brand image proved to have an influence on passengers' repurchase intention. The brand evaluation dimension provided the stron- gest support, whereas brand experience, brand expectation and brand strength were also statistically significant in explaining Thai passengers' repeat patronage.
ItemFactors affecting british expatriates' adjustment in Thailand(Assumption University, 2013) Yanida Siamwalla ; Assumption University. Martin de Tours School of Management and EconomicsBuilding on literature relating to expatriate adjustment, this study attempted to identify factors that affect individualistic expatriate responses to cross-cultural adjustment in a collectivist culture. This study examines empirically the degree to which 387 British expatriates have adjusted themselves in terms of interaction, general/cultural and work adjustment in Thailand. It also analyzes the expatriates' adjustment antecedents which are personal factors, work related factors and cultural factors. Multiple regression analysis exhibited that expatriates' work related adjustment were affected by spouse and family adjustment, social support and role discretion. The cultural factors showed no effects on all dimensions of British expatriates' adjustment. Implications for future research and practice are dis- cussed.
ItemThe relationship between price deals, perceived quality, and brand equity for a high involvement product(Assumption University, 2013) Rachata Rungtrakulchai ; Assumption University. Martin de Tours School of Management and EconomicsThis study aimed to investigate the impact of price deals and perceived quality on the brand equity in the context of brand knowledge and brand associations. This study extends the previous litera- ture on brand equity by focusing on how a consumer perceives brand in high involvement products. Eighteen face-to-face interviews were conducted to identify the product category for a high involvement product. Three hundreds and eighty-six sets of questionnaires were usable and completed. The findings supported that price deals and perceived quality are important factors which create the associations that consumers make with a brand in order to create brand equity.
ItemModeling adoption intention of online education in Thailand using the extended decomposed theory of planned behavior (DTPB) with self-directed learning(Assumption University, 2013) Bussagorn Leejoeiwara ; Assumption University. Martin de Tours School of Management and EconomicsThis study aimed to explore the determinants of online education adoption based upon the ex- tended Decomposed Theory of Planned Behavior with self-directed learning attributes. Quantitative research method was employed for data collection from a sample of 542 students in Thailand. Data was analyzed using Structural Equation Modeling (SEM). Results showed that all four main variables based on the extended DTPB with self-directed learning were significantly related to adoption intention. How- ever, perceived relative advantage and perceived trialability were found to be insignificantly related to attitude towards online education. Interpersonal influences include peers, family, and the community were found to be significantly related to subjective norms, while superiors' influence was not. In addi- tion, self-efficacy, technology and resources facilitations were found to be significantly related to per- ceived behavioral control, and subsequently related to adoption intention towards online education. Surprisingly, more importance was given to factors such as whether online education is personally and socially compatible, simple to use, and seeing other people studying online. Interpersonal referents are influential factors rather than external referents in the students' decisions, with the exception of more distant relationships with superiors or employers. Findings also indicate that if Thai students are autono- mous learners (self-directed learning), have confidence in their capabilities, and have sufficient resources as well as technological facilitations, they are more likely to have intention to adopt online education. This study then provides discussion on both academic and practical implications based on the findings.