Browsing by Subject "Perceived service quality"
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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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    Factors influencing purchase intention towards a retail clothing company
    (Assumption University Press, 2017) Charnvudh Vajarodaya ; Fernando, Maria Socorro Cristina L.
    This research aims to investigate the factors affecting purchase intention towards retail clothing store . Four independent variables were selected in this research; perceived service quality, perceived value for money, brand awareness, and celebrity/brand congruencies. To measure the construct of the research instrument, a survey questionnaire was administered and data were collected from sample of 400 respondents who were customers of a retail clothing company, utilizing convenience sampling techniques. The significance and relationships of perceived service quality, perceived value for money, brand awareness, and celebrity/brand congruencies on purchase intention were tested and analyzed using the MLR. The result showed that all independent variables are positive predictors of purchase intention towards a retail clothing company. This result provided important managerial implications to retail’s management to focus on brand awareness to enhance customers’ purchase intention and profitability. Further investigation of the factors contributing to purchase intention such as sale promotion is highly suggested for future studies. Keywords: perceived.
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    Impact 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 Economics
    Since 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.
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    THE IMPACT OF PERCEIVED SERVICE QUALITY, CUSTOMER SATISFACTION ON CUSTOMER LOYALTY OF MEDINBOX
    (Digital Production Press, Assumption University, 2017) Wang, Lanyifan
    The following study of this paper is to examine the impact of perceived service quality, customer satisfaction on customer loyalty of Medinbox with the 103 numbers of valid respondents. This study discusses the importance customer Perceived Service Quality which influence Customer Overall Satisfaction, Customer Loyalty in a long-term. The results stated that Perceived Service Quality, Customer Overall Satisfaction, and Customer Loyalty are significantly related to each other. Recommendations are for managers of Medinbox to understand a whole picture of how does this variable related to each other, so that they could take action into improving customer Perceived Service Quality to gain higher Customer Overall Satisfaction, in order to get Customer Trust and let customers become loyal by using service quality as a competitive advantage.
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    Is corporate social responsibility a determinant of purchase intention? : a case study of Ncell Nepal
    ( 2015) Sharma, Sumit ; Thongdee Kijboonchoo
    This study investigates the relationship between Corporate Social Responsibility (CSR) activities performed by a company and its behavioral effects on customer behavior indicators namely: brand image, perceived price fairness, awareness of CSR, and purchase intention. This study also takes into account perceived service quality and its influence on customer purchase intention. The researcher surveyed about 401 respondents of generation Y in Nepal. Structural Equation Modeling was applied for the data analysis. The results showed that there exists a relationship between corporate social responsibility, perceived price fairness, brand image and purchase intention. However, the research uncovered that there exists a negative relationship between awareness of CSR and purchase intention, and that perceived service quality affects purchase intention in a positive manner.
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    The study of the Factors Affecting the Customer Loyalty of Lotteria fast food restaurants in Yangon, Myanmar
    ( 2015-09) Myint, Khine Cho Myo ; Sirion Chaipoopirutana
    This study investigates the relationship between perceived service quality (tangibles, reliability, responsiveness, assurance and empathy), image, perceived value and customer satisfaction. To do so a survey was conducted by distributing 400 questionnaires in all branches of Lotteria fast food restaurants in Yangon, Myanmar. The Pearson Correlation was applied for the data analysis. The results show that there is a weak positive relationship among perceived service quality, image, perceived value, customer satisfaction and customer loyalty. Based on these results, it seems that Lotteria fast food restaurants need to develop marketing strategy to increase customer loyalty.