Browsing by Subject "Customer perceived value"
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    A comparative study of customer perceived value as a driver for fine dining restaurant selection : a case of Thai consumers and expatriates
    (Assumption University, 2014) Warangrat Nitiwanakul ; Assumption University. Martin de Tours School of Management and Economics
    Customer perceived value is important as a key factor to predict consumption behavior, to un- derstand consumer insights, and to create competitive advantage and develop marketing strategies. The purpose of this study is to examine the relationship between customers' perceived value and its drivers which influence fine dining restaurant selection. This study proposes a framework and hypotheses by integrating the emotional model of Mehrabian-Russell ( 197 4) and Zeithaml 's customer perceived value theory (I 988). The results indicated that perceived value and monetary cost were the key factors that influence consumers' intention to select a fine dining restaurant. Food quality, service quality, monetary cost and non monetary cost were found to be the essential factors which directly affect the overall customer perceived value of fine dining restaurants, in a positive way for quality and a negative way for cost. The perceptions of customer perceived value and restaurant selection for Thai consumers and expatriates were different. For Thai consumers, food quality, service quality and positive emotion di- rectly influence value and restaurant selection was based mainly on perceived value and monetary cost. Expatriates, in contrast, emphasized the atmosphere and service quality, which enhance their positive emotion. Additionally, the positive emotion of the dining experience was a key factor for fine dining restaurant selection.
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    Effects of product quality, service quality and price fairness on customer engagement and customer loyalty
    (Bangkok : Assumption University, 2019) Dhasan, Darwin ; Mayuree Aryupong
    This 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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