Browsing by Subject "Perceived value"
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    Determinant of influencing customer loyalty and repurchase intention toward mobile application food delivery service in Bangkok
    (Bangkok : Assumption University Press, 2022) Tinnapat Donsuchit ; Chompu Nuangjamnong
    The purpose of this research is to investigate the influence of E-service quality, perceived value, and customer satisfaction on customer loyalty and the influence of customer loyalty on repurchase intention. This research are using secondary data analysis and an archival study approach to investigate the factors that influence customer loyalty and repurchase intention. The data was gathered from 385 customers using a mobile application food delivery service. Moreover, to construct a new conceptual framework, this research adopted four frameworks from previous research. This research examined the factors that influence customer loyalty and the influence of customer loyalty on repurchase intention. The research's findings revealed that E-service quality has an impact on perceived value and customer satisfaction. Furthermore, E-service quality, perceived value, and customer satisfaction affected customer loyalty. Finally, customer loyalty has an influence on repurchase intention.
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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 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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    An examination of Bangladeshi Patients' Loyalty towards a private hospital in Bangkok, Thailand
    ( 2015) Afroz, Syeda Israt ; Apichart Intravisit
    The study aims to understand what influence medical tourists, more precisely, Bangladeshi medical tourists' loyalty towards a private hospital. By considering four variables, which are: satisfaction, perceived value, trust, and destination image, this study conducts a survey-based research with 356 Bangladeshi patients who came to the hospital for medical treatment. The questionnaire, containing 42 items, covered the essence of four variables and the loyalty of the patient towards the hospital. The questionnaires were distributed from 1st April to 30th April, 2013. The results of the questionnaires were analyzed and interpreted in detail using the Statistical Package for Social Science (SPSS) version 20.0. Descriptive analysis section applies mean score, frequency, and percent to summarize data. To prove the hypotheses, Pearson correlation coefficient was used to find the relationship among satisfaction, perceived value, trust, destination image, and loyalty toward medical tourism in the private hospital. The result shows that medical tourists' satisfaction,k perceived value, trust, and destination image, all have a significant influence on tourists' loyalty towards medical tourism at this private hospital. The findings from this study should help them to plan their future to acquire the best outcome. recommendation has been proposed for the hospital management, Tourism Authority of Thailand (TAT), medical tourism sector for further action.
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    Examining factors influencing brand loyalty towards fast fashion brand in Dhaka, Bangladesh
    (Assumption University Press, 2020) Antara Chowdhury ; Sirion Chaipoopirutana
    Today’s fashion market is highly competitive and the constant need to ‘refresh’ product ranges gives consumers endless options to choose from which is why brand loyalty plays an important role for business’s to retain their consumers. The purpose of this study is to examine factors influencing brand loyalty towards a fast fashion brand in Dhaka, Bangladesh. 400 respondents were applied in order to investigate the statistical treatment of the data. Data were collected by using survey questionnaires and both simple linear and multiple linear regression analysis were used to test the hypotheses. The results indicate that there is a relationship between each variable for brand loyalty. Among them, social media marketing in term of responsiveness has the strongest influence on value consciousness followed by brand consciousness. Also, brand personality has the strongest influence on brand loyalty followed by social media marketing and brand uniqueness. The findings of this research will be beneficial to not only Aarong but also for other fast fashion brands. It can support data which may help the fast fashion industry to modify and improve more effective and proficient marketing tools and business model based on the knowledge of the influences of the factors in this research in order to create brand loyalty and accomplish the ultimate goals of the organization.
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    Examining the structural relationship of destination image, tourist experience and tourist loyalty : an integrated approach
    ( 2018) Atthawet Prougestaporn ; Batra, Adarsh
    This study proposed a more integrated approach by examining the theoretical and empirical evidence on the causal relationships among destination image, tourist expectation, perceived quality, perceived value, tourist experience, tourist complaint and tourist loyalty. The conceptual model is developed on the basis of literature review and exploratory study in the fields of tourism destination management. The empirical data were collected in Bangkok. A total of 392 questionnaires were returned and the data were analyzed using structural equation model. The theoretical and managerial implications were drawn based on the study. Findings and recommendations are also provided. The result of this study provides better understanding of the factors influencing tourist experiences and tourist loyalty which benefit for policy makers in maintaining and developing the destination competitiveness.
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    Factors affecting brand loyalty to cosmetics product: a case study of Thai consumers in Bangkok
    (Assumption University Press, 2016) Kanokwan Kitrungpaiboon ; Kim, Seongdok
    This research aims to investigate factors affecting brand loyalty to cosmetics products of Thai consumers in the Bangkok area. After reviewing related literature, four independent variables were selected in this research; word-of-mouth, perceived value, convenience, and satisfaction on product. To measure the constructs of the research instrument, a survey questionnaire was administered and data were collected from sample of 384 experienced cosmetics product purchasers in the Bangkok area, utilizing convenience sampling techniques. The significance and relationships of word-of-mouth, perceived value, convenience, and satisfaction on product towards brand loyalty to cosmetics product were tested and analyzed using the multiple linear regression. The result showed that all independent variables are positive predictors of brand loyalty to cosmetics products. This result provided important managerial implications to cosmetics industry to focus on customer retention and loyalty to enhance sustainability and profitability. Further investigation of the factors contributing to customer loyalty and in other geographical areas is highly suggested for future studies.
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    Factors affecting customer loyalty towards hearty heart cosmetics: a case study local brand in Yangon, Myanmar
    (Assumption University Press, 2021) Soe, Sint Sint ; Chompu Nuangjamnong
    This research aims to determine the factors affecting customer loyalty towards Hearty Heart Cosmetics, a local brand in Yangon, Myanmar. The objectives of this research are: 1) to determine the impact of perceived value on customer loyalty; 2) to determine the impact of customer satisfaction on customer loyalty; 3) to determine the impact of service quality on customer loyalty; 4) to determine the impact of brand image on customer loyalty; 5) to determine the impact of trust on customer loyalty; 6) to determine the impact of customer intimacy on customer loyalty; 7) to explain customer loyalty, perceived value, customer satisfaction, service quality and brand image, trust and customer intimacy. The questionnaire was distributed to 400 samples to collect the data. The data were analyzed by using descriptive statistics such as frequency, percentage, mean, and standard deviation (S.D.). Inferential statistics was used to test the hypotheses and used multiple linear regression analysis at the significant level of 0.05. In this research, the results revealed that there are four variables that have a significant effect on customer loyalty namely: perceived value, customer satisfaction, brand image, and trust. The other two variables service quality and customer intimacy have no significant effect on customer loyalty .
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    Factors affecting satisfaction and trust of art students in senior high schools in Chengdu
    (Bangkok : Assumption University Press, 2022) Li, Bengui ; Soonthorn Pibulcharoensit
    This studyaims to examine the factors affecting student satisfaction towards trust of 500 students in art education in senior high schools (grade 10-12) in Chengdu, China. The conceptual framework is developed on how image, perceived value, service performance, positive affect, social environment influence student satisfaction and trust.Research design, data and methodology:Quantitative approach(n=500)was used to distributeonline and offline questionnaires. The nonprobabilitysamplinginvolvesjudgmental sampling, quotasampling random sampling, convenience sampling and snowball sampling. Before thedata collection, Index of item-objective congruence (IOC) and Cronbach’s Alpha for pilot test (n=50)were implemented. After the data collection, researcher accounted the Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) were applied to confirm hypotheses and goodness-of-fit. Results:The results werethat image had the strongest significant effect on student satisfaction, followed by positive affect on student satisfaction, student satisfaction on trust, social environment on student satisfaction. Nevertheless, non-supported relationships were perceived value on student satisfaction, image on perceived value, service performance on student satisfaction.Conclusions:Academic practitioners were recommended to focus on building high level of student satisfaction and trust by ensuring good social environment and facilities, high service standard, promoting school image properly and communicating efficiently.
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    Factors influencing Bangkok people purchase intention towards Tesco Lotus house brand products
    (Assumption University Press, 2018) Ratiya Tirawatnapong ; Fernando, Marrisa
    This study aimed to determine factors influencing Bangkok people purchase intention towards Tesco house brand products. The study was a quantitative research using Cronbach’s Alpha, Descriptive and Inferential Statistics to determine the reliability of questionnaire analyze demographics information and test hypotheses, respectively. There were 412 questionnaires distributed to samples who live in Bangkok and never been bought Tesco Lotus house brand products Purposive sampling, quota sampling and convenience sampling were employed in this study. The findings presented that there were three variables that had a significant effect on purchase intention which were price, trust and perceived value. However, there were no influence of product, store brand image, and brand awareness toward purchase intention. Moreover, there is no significant mean difference in purchase intention regarding Tesco Lotus house brand among Bangkok people with different monthly income levels.
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    Factors influencing purchase intention towards environmentally sustainable clothing, a study on Millennials of Metro Manila
    (Bangkok : Assumption University Press, 2022) Tunacao, Diwani Patisucan ; Bhumiphat Gilitwala
    Purpose: This research aims to determine the factors influencing purchase intention of millennials of Metro Manila towards environmentally sustainable clothing. There are several factors tested such as environmental knowledge and attitude, subjective norm, perceived value, perceived quality and social media.Research design, data and methodology: A three-part questionnaire consisted of screening questions, demographic questions and Likert’s scale question adopted from previous researches to measure the factors influencing the dependent variable purchase intention was developed. Pilot test was conducted to determine questionnaire reliability. Questionnaire was distributed online using snowball and convenience sampling to reduce time of data collection.Results: Data collected are analyzed using the Statistical Package for Social Sciences (SPSS) Statistics Grad Pack version 28.0. Results of Cronbach’s alpha indicated that the questionnaire is reliable and can be used for research with a > 0.7. Inferential analysis such as simple linear regression and multiple linear regression are used to analyze the 400 samples consisted of 53.75% female and 46.25% male. The results of the analysis conveyed that some factors are aligned with the previous researches’ outcome such as environmental attitude (b = 0.521), subjective norm (b = 0.409), and perceived value (b = 0.106) as highly influencing purchase intention while perceived quality (b = 0.039), and social media (b = -0.007) are contradicted or are insignificant in the intention to purchase.Conclusions: Similar concept might have different results in different context. The results convey that an individual’s attitude, behavior or decision-making factors may not be easily understood or predicted, and should not be generalized. This study focused on factors affecting purchase intention of a specific generation and location, but also provides insights as how can government, business organization, and individuals contribute to address the ongoing environmental issues. An effective communications strategy can be used to enhance awareness to achieve positive results in multiple subjects of interest.
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    The impact of consumers’ satisfaction and repurchase intention on E-commerce Platform: a case study of the top three E-commerce in Bangkok
    (Assumption University Press, 2020) Chonthicha Khanijoh ; Chompu Nuangjamnong ; Kitikorn Dowpiset
    This study is proposed to determine factors impacting Consumers’ Satisfaction and Repurchase Intention on the E-commerce Platform in Bangkok, Thailand. The objectives of this research also to determine the impact on consumers’ satisfaction on repurchase intention, the impact of different genders and age groups on consumers’ satisfaction and repurchase intention, and to determine the consumer behavior towards E-commerce after the COVID-19 pandemic. The study is a quantitative research with several testing such as Cronbach's Alpha, Descriptive and Inferential Statistic to analyze the reliability of questionnaires and test hypotheses. The questionnaires were distributed to 400 samples who are Thai, live in Bangkok and have purchased online in the past six months. This study used a non-probability purposive sampling technique for data collection. In this research, the results presented that consumer behavior towards E-commerce after the COVID-19 pandemic is like to be changed. The most influencing factor impacting consumers’ satisfaction on the E-commerce platform was platform quality, perceived value, perceived brand popularity and perceived innovativeness respectively at a significant level of 0.05, which further impacts the repurchase intention. Different age groups have different impacts on consumers’ satisfaction and repurchase intention.
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    Influences of Destination Image on Thai Students’ Perceived Value and Travel Motivation on the Work and Travel Program
    ( 2015) Nucharee Supatn ; Chanita Jiratchot
    Work and Travel is known as a program that brings students to work abroad during summer session. As the program is operated by the private firms, students' perception and reaction on the program are important in term of the prediction on the sustainability of the business. This research aims to study the relationships between destination image, perceived benefits and perceived monetary and non-monetary cost,which are time, effort, and possible risk, on perceived value and travel motivation. Questionnaire suvery was designed where 351 sets of data were collected from the Thai,forth-year students of a University. The results indicated that destination beliefs and perceived benefits affected both perceived value on the program and travel motivation while non-monetary costs affected perceived value on the program and affective destination image and monetary costs affected travel motivation to join with the program.
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    An integrated model of influence of perceived quality, perceived value, brand association, brand awareness and brand uniqueness on brand loyalty towards a luxury brand in Bangkok, Thailand
    (Assumption University Press, 2020) Suwanan Chansuk ; Sirion Chaipoopirutana
    Under today's increasingly competitive business environment, maintaining customers' brand loyalty remains a significant factor. To be successful in any business sector, companies should understand the customers' needs and create strong brands to attract a long-term business. The primary purpose of this study is to investigate the factors affecting brand loyalty towards the top luxury brand in Bangkok, Thailand. The researchers collected data from 400 consumers in front of the main gate of four shopping malls, including both Thai males and females in Bangkok. The individuals whom we conducted all had experienced purchasing luxury products by using five-point Likert scale survey questionnaires. The non-probability was applied to collect the data from the sampling units by using judgment, quota, and convenience sampling techniques. The descriptive, interferential, and linear regression analysis was used to test all hypotheses. Based on the result of this study, the researchers found that brand awareness has a significant influence on perceived quality and brand association. Additionally, brand loyalty is significantly influenced by perceived value, brand uniqueness, perceived quality, brand awareness, and brand association, respectively.
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    Roles of Travel Destination Image, Travel Motivation, Self-Congruity and Perceived Value toward Travel Incentives on Employee Motivation and Performance
    (Assumption University, 2016-05) Nucharee Supatn
    Organizational reward is known as one of the best strategies to enhance employees' working performance and productivity. Travel incentive is a type of the organizational reward that aims to promote performance, recognition, engagement, and even loyalty of the employees, customers, and business partners. Travel incentives include individual business meeting, group travel to offsite business meetings, as well as the travel and tours to any places outside the office. Travel incentive programs have been used in several firms around the world. The uses of the travel incentives seem to be gradually increasing. In Thailand, the MICE industry (Meetings, Incentives, Conventions-Congress, and Exhibition) is focused as the national policy. Even though the importance of the travel incentive is recognized, motivation process of the travel incentives on the employee working performance and other employee's factors that are related to travel incentive seemed to be overlooked. Thus, the question "How travel destination image, travel motivation, and self-congruity influence the employees' perceived value on the travel incentives, their working motivation, as well as their working performance?" is proposed as the main research question of this. study. Interviews were done in the exploratory research stage to get the details and understanding on the travel incentive programs utilized in Thai business context. Then, questionnaire survey was performed. The 418 sets of data were collected, 316 sets from the employees who had direct experience on traveling under the travel incentive programs while the rest 102 sets of data were from those who had no such expenence. The structural equation modeling was performed to determine the relationships among major constructs and to test hypotheses. The results indicated that only some dimensions of the destination image influenced perceived value on travel incentive program and working performance. All three dimensions of the destination image had no influence on the working motivation. Travel motivation influenced perceived value, extrinsic work motivation as well as working performance of the employees but it had no effect on the intrinsic work motivation. Self-congruity was found to influence perceived value and extrinsic work motivation but not intrinsic work motivation and working performance. Perceived value on the travel incentive program could influence both intrinsic and extrinsic work motivation but had no direct influence on working performance. Finally, both intrinsic and extrinsic work motivation were found to influence working performance of the employees.
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    A study of factors affecting purchase intention of high-class condominium of Generation Z Customers in Bangkok, Thailand
    (Bangkok : Assumption University Press, 2021) Yang, Ye ; Preecha Methavasaraphak
    This research attempts to study factors affecting purchase intention of high-class condominium real estate of Generation Z customers in Bangkok, Thailand based on online questionnaires. Research design, data, and methodology: The quantitative data are collected via online questionnaires, those questionnaires were distributed to Thai and Non-Thai who are aged between 20-30, income at least above 30,000 baht/month, and accommodate or plan to stay in Bangkok, Thailand within the next 2 years. The researcher collected 400 valid questionnaires and use statistical procedures to analyse the data. Four factors influence the purchase intention of high-class condominium of Generation Z customers in Bangkok, Thailand which include location, financial concern, environmental concern, and perceived value. Result: There are three factors affect purchase intention of Generation Z customers to buy a high-class condominium, and those three factors are financial concern, environmental concern, and perceived value. The result can be explained as the variation of 24.1% (R2 =.241) affecting purchase intention of high-class condominium of Generation Z customers in Bangkok, Thailand. Conclusion: Ye Yang found out that the perceived value is the most important factor which affect purchase intention of high-class condominium of Generation Z customers in Bangkok, Thailand, follow by perceived value, environmental concern, and location respectively.
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    A study of factors influencing customer loyalty towards B Air in Nepal
    (Assumption University Press, 2021) Joshi, Ashaya ; Kitikorn Dowpiset
    The purpose of the study is to determine the key aspects that influence the customer loyalty towards B Air, a private airlines in Nepal. Customer Loyalty is a key factor for of any airlines and depends highly on airline service quality in the industry. The conceptual framework has been derived from four other theoretical framework with adjustments. Additionally, this study is connected to linking customer loyalty to profitability as customers are valued as lifeline for any business and hence has been reviewed to propose a conceptual framework for building and sustaining customer loyalty and thus maximize profits. The research was carried out with sample data (n=405) collected from three major airports in Nepal by utilizing self-administered questionnaire to the Nepalese citizens The researcher used convenience and judgment sampling method to select the respondents. After the information was collected from the respondents, the data was analyzed and processed on SPSS program. The result shows that perceived value had the greatest influence on customer loyalty for B Air. In addition, in terms of customer satisfaction, the airline image influences most and is more important than airline tangibles, personnel quality and empathy. The contribution of this paper is to analyze the factors that influence customers' loyalty, and thereby help domestic airlines in Nepal improve their customer loyalty effectively. With this research the airlines industry management can move away from the traditional technique of management can use more appropriate methods to attract and retain customers.
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    The Study on Factors Influencing Customer Satisfaction towards XYZ International Airline in Yangon, Myanmar
    ( 2015-09) Mon, Mi Ei Ei ; Kriengsin Prasongsukarn ; Sirion Chaipoopirutana
    The purpose of this research study was to examine the relationship between airline image, service quality (in terms of tangibles, reliability, responsiveness, assurance and empathy) perceived value and customer satisfaction towards MAI airline in Yangon, Myanmar. Hence, it is necessary for marketers to understand the factors influencing customer to the airline. This research study focuses on investigating the difference among factors affecting customer satisfaction towards Myanmar Airways international airline. This study collected the data by using self- administered questionnaires, which were distributed to 400 respondents who had experienced with MAI airline by using judgment and convenience sampling procedure. The Pearson Correlation was applied for the data analysis. This result showed that there is relationship among airline image, service quality (in terms of tangibles, empathy, reliability, assurance and responsiveness), and perceived value on customer satisfaction. The airline industry is one of the important growth sectors of the global economies; its significant contribution is seen to be on an upward trend, as showed even here in Myanmar which international airline chains are opening its branches to reap the market rewards from this competitive industry. Based on this result, the airlines company should focus their service quality, as it is the predetermining of satisfaction and favorable attitude towards the airline.