Browsing by Subject "Service quality"
  • Item
    The Antecedents and Consequences of Customer Engagement: An Exploratory Study on Mobile Network Business in Thailand
    ( 2016-01) Suchira Phoorithewet ; Theingi ; Wang, Yunmei ; Sikankaew Panthongprasert
    This study explores the antecedents and consequences of customer engagement behavior in the Thai mobile network business. A qualitative research using 15 interviews was conducted to identify the service quality dimensions, customer engagement behaviors and customer loyalty. The respondents’ main concerns were related to technical and functional service quality and their engagement behavior were addressed mostly in offline mode when they interacted with their family, friends and occasionally communicating to the mobile providers. It was found that the approach to switching behavior and cross-buying behavior were connected to customer loyalty behaviors. However, spending behaviors of customers may not be a good indicator for customer loyalty in mobile network business because those who do not have intention to switch to another brand do not necessarily increase their spending. In addition, most respondents are concerned with competitive promotional packages, which influence customer engagement behavior. Hence, it was proposed that service quality and competitive promotional packages are antecedents to customer engagement behaviors and all these factors are important in explaining customer loyalty toward mobile network providers in Thailand.
  • Item
    The Antecedents and Consequences of Customer Engagement: An Exploratory Study on Mobile Network Business in Thailand
    ( 2016) Theingi ; Suchira Phoorithewet ; Wang, Yunmei ; Sikankaew Panthongprasert
    This study explores the antecedents and consequences of customer engagement behavior in the Thai mobile network business. A qualitative research using 15 interviews was conducted to identify the service quality dimensions, customer engagement behaviors and customer loyalty. The respondents’ main concerns were related to technical and functional service quality and their engagement behavior were addressed mostly in offline mode when they interacted with their family, friends and occasionally communicating to the mobile providers. It was found that the approach to switching behavior and cross-buying behavior were connected to customer loyalty behaviors. However, spending behaviors of customers may not be a good indicator for customer loyalty in mobile network business because those who do not have intention to switch to another brand do not necessarily increase their spending. In addition, most respondents are concerned with competitive promotional packages, which influence customer engagement behavior. Hence, it was proposed that service quality and competitive promotional packages are antecedents to customer engagement behaviors and all these factors are important in explaining customer loyalty toward mobile network providers in Thailand.
  • Item
    Application of importance - performance analysis model in evaluation service quality of diving tour operator in Nha Trang (Viet Nam)
    (Assumption University Press, 2015) Linh, Vo Tran Hai
    The purpose of this study is to improve service quality for dive tour operators in Nha Trang (Viet Nam), so the objectives were set to understand the divers' opinion on dimensions of service quality of diving experiences in Nha Trang, and their evaluation of the diving tour operators' performance. Analysis employed the Importance - Performance analysis (IPA) paradigm based on five dimensions and twenty five attributes of service quality (Parasuraman, 1988). The results are significant to dive tour operators because it showed clearly the managerial implications in order to provide a quality service during the dive tourism experience. In details, it indicated that Tangibles, Responsiveness and Reliability were in the quadrant "Low Priority", which means low importance and low performance. Moreover, Assurance and Empathy dimensions had high importance and high performance, so they were in the quadrant of "Keep Up The Good Work".
  • Item
    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.
  • Item
    A comparative study of students' expected andactual perception towards service quality at Jilin Huaqiao University of foreign languages, China
    (Bangkok : Assumption University, 2019) Zhenjuan, Zhang ; Watana Vinitwatanakhun
    This research attempted to study the student’ expected and actual perception towards the service quality of Jilin Huaqiao University of Foreign Languages by using SERVQUAL model. A total of 120 questionnaires were distributed to second year students who are studying in the full- time program at Jilin Huaqiao University of Foreign Languages. Then 120 questionnaires were valid and used for data analysis using Descriptive Statistics (Agreement and Percentage, Mean and Standard Deviation) and Paired-sample t-test. The questionnaire in this research was adapted from the study A study of Parents’, Perceptions and Satisfactions of Top Ten Known Centers in Bangkok by Saowaluck Ngamdustsadeepirom,(2004).The findings of this study showed that there was a significant difference between students’ expected and actual perception towards service quality at Jilin Huaqiao University of Foreign Languages,China. The actual perception was higher than the expected perception.
  • Item
    A comparative study of students' satisfaction towards service quality according to their demographics at Angkor Khemera University (AKU) in Kompongspeu Province in Cambodia
    (Assumption University Press, 2017) Phallip, Yin ; Yan, Ye
    This study was conducted to compare students' satisfaction towards service quality according to their demographics at Angkor Khemera University (AKU) in Kompongspeu Province in Cambodia. The collected data were analyzed by Frequency, Percentage, Mean, Standard Deviation, Independent Samples t-test, and One-Way ANOVA. The result found that there were no significant differences of the students’ satisfaction towards service quality according to their demographics (gender, age and grade level) at AKU in Kompongspeu in Cambodia. In general, the total mean score of students' satisfaction towards service quality of AKU in Cambodia was regarded high. However, the mean score of students' satisfaction towards academic aspect was regarded the highest, while the mean score of students' satisfaction towards group size aspect was regarded the lowest.
  • Item
    A comparative study on the expected and actual service quality perceived by the students at Boarding Houses of St. Francis Xavier Sisters in Pathein Diocese, Myanmar
    (Digital Production Press, Assumption University, 2018) Khaing, May Oo ; Yan, Ye
    This study attempted to determine and compare the service quality of the St. Francis Xavier Sisters’ boarding houses as perceived by the students before they joined the boarding houses and while they were staying there. The objectives of this study were (1) to determine the students’ expected perception on service quality before they stay in Sisters’ Boarding Houses of Pathein Dioceses, Myanmar. (2) to determine the students’ actual perception on service quality while they stay in Sisters’ Boarding Houses of Pathein Dioceses, Myanmar. (3) to compare the students’ expected and actual perception towards service quality in Sisters’ Boarding Houses in Pathein Diocese, Myanmar. This study was conducted in ten boarding houses of St. Francis Xavier Sisters in Pathein Diocese, Myanmar. There were 225 boarding students from grade 8 to 11 got involved in this study. The researcher adopted the questionnaire based on Bashir et al. (2012) which aimed to signify the Service quality of five dimensions; namely tangibles, reliability, responsiveness, assurance and empathy at St. Francis Xavier Sisters’ boarding houses. The study found that the total and individual service quality of St. Francis Xavier Sisters’ boarding houses before they stayed and as they stayed there were high. And there was a significant difference between the expected and actual perception towards service management in Sisters’ Boarding Schools of Pathein Diocese, Myanmar. The researcher discussed on the findings and recommended to initiate a culture of continuous improvement for the boarding houses which must be allied to regular monitoring and evaluation.
  • Item
  • Item
    Customer satisfaction and loyalty towards cosmetic products: a case study on Bangkok's Boots drug stores
    (Assumption University, 2016) Ramnath Srinath ; Assumption University. Martin de Tours School of Management and Economics
    This research focuses on the effects of customer satisfaction and loyalty at a well-known cosmetics store chain in Bangkok, Thailand: Boots stores. Questionnaires were distributed to collect information from 400 respondents who had received the services from the cosmetics departments of Boots stores. The results show that there is a relationship between customer satisfaction and loyalty. Every dimension of service quality namely responsiveness, tangibility, empathy, assurance and reliability has an impact on customer satisfaction, which can therefore be increased through creating loyalty through every dimension. In addition, there is a relationship between customer satisfaction and relative attitude. If the customers are satisfied with service, they will develop a favorable and positive attitude and this will create repurchase intention in the future, which is customer loyalty.
  • Item
    Designing strength based work life balance strategies to enhance service quality: a case study of S.R. Residence Hotel Phetchabun, Thailand
    ( 2019) Chinnakrit Pongpanich ; Fernando, Maria Socorro Cristina L.
    Nowadays, every service business must compete with the customer satisfaction for their reputation and success in business. To obtain more competitive advantage and better performance on employees service quality. A company tries to focus on the development of personal work life balance (attitude) and motivation to let employees achieving their task successfully. This research study focuses on employees service quality based on service quality theory. Tangibles – physical facilities, equipment, staff appearance, etc. ,Reliability – ability to perform service dependably and accurately, Responsiveness – willingness to help and respond to customer needs, Assurance – ability of staff to inspire confidence and trust, Empathy – the extent to which caring individualized service is given. The purpose of this study was to examine the impact of work life balance strategies on service quality at the S.R. Residence Hotel, Phetchabun, Thailand. The researcher had conducted mix method research by questionnaires (quantitative) and focus group interviews (qualitative) by using appreciative inquiry (AI) to determined strength-based work life balance on service quality. The questionnaires were distributed to a sample of 60 employees and 40 customers at the S.R. Residence Hotel. The Focus Group interview consisted of 4 group representatives from employees which are Top management, Manager, Low Experience and High Experience employees respectively. The quantitative data was analyzed by using Descriptive mean and standard deviation, Pearson Correlation, Multiple Linear Regression from SPSS to examine and determine the initial impact of work life balance on enhancing service quality at the hotel and qualitative data are using Index of Item Objective Congruence (IOC) with inter coding methods on focus group interview answer to find out the common theme for each questions. The discussion from the research study will develop employee service quality at the S.R. Residence Hotel in the future.
  • Item
    Determinant of revisit Intention of the Bangkokian Millennials: a case study of MK restaurant
    ( 2018) Yuanjie, Du ; Chittipa Ngamkroeckjoti
    This research aimed on how determinants factors (Service quality, Food quality, and Brand image) impacted upon revisit intention of MK restaurant (formerly known as MK Suki), one of the Thailand’s suki chains. This study used explanatory and exploratory mixed methods research designed by Creswell (2011). Firstly, this study has developed specific operational components based on pilot study and two theories that comprise SERVQUAL and theory of were planned behavior (abbreviated TPB), There were two rounds of pilot study prior to complete the proposed model followed by questionnaire design. All 200 sets of questionnaires were distributed via Google Form (online survey) during mid-June to mid-July, 2018. Multiple Linear Regression (MLR) was employed and the findings show that brand image has the greatest significant impact on revisit intention while service quality is the second, following by food quality. This study will greatly help researchers and practitioners understand the complex relationships among five dimensions of service quality, food quality, brand image towards revisit intention at the MK restaurant.
  • Item
    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.
  • Item
    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.
  • Item
    Enhancing customer satisfaction of a graphic design firm in Chengdu, China
    (Bangkok : Assumption University, 2022) Deng, Zixuan ; Somchai Tantasanee
    This research applies a mixed method, which aligns with qualitative and quantitative research. The major research objective is to study the factors affecting customer satisfaction in the graphic design industry in Chengdu, China. It was carried out in Chengdu Golden Wave Advertising Company. The research instruments are questionnaire and interview, and the sample size is 103 respondents. Multiple linear regression was used as the inferential analysis to test the hypotheses and interviews were applied to support and confirm quantitative results. It can be concluded from the research findings that all five factors, which are product quality; communication, service quality; price, and teamwork, have a significant impact on customer satisfaction. Therefore, for recommendations, the company needs to provide high-quality products at reasonable prices, provide customers with quality services, and achieve the best results through team cooperation and communication to enhance customer satisfaction.
  • Item
  • Item
    Experts and customer’s insights on purchasing considerations: a case of fabric curtain products in Thailand
    (Assumption University Press, 2020) Prariprat Sukhumalanon ; Chompu Nuangjamnong ; Kitikorn Dowpiset
    This research aimed to find the influence factor that affecting purchasing intention toward The Fabric Curtain in Bangkok. The Fabric Curtain is the long lifetime product and niche market. Moreover, The Fabric Curtain company does not focus only on product quality but also on service quality. The researcher focuses on making the data more reliable and covers every factor according to the purpose of this research. The researcher has collaborated with three specialists in The Fabric Curtain market who be in the position of owner and sales manager of The Fabric Curtain companies. Moreover, to make it more reliable and follow the trend of The Fabric Curtain for analyzing the data. The researcher has an interview with two groups with eight interviewees, which consists of the experts in the market who has experience more than fifteen years and customers who already installed The Fabric Curtain within one year. The technique is an in-depth interview for finding new information and understanding about purchasing intention of customers. The variables consist of the product description, price, store image perception, sale promotion, service quality, and purchase intention. Finally, the researcher used the data from all of the interviewees and the suggestion from the experts to analyze, a recommendation about The Fabric Curtain company, and further study about the online store of The Fabric Curtain business.
  • Item
    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 .
  • Item
    Factors affecting customer loyalty: a case of Kunming Mingzhu environmental protection technology co, Ltd
    (Bangkok : Assumption University, 2022) Hu, Rong ; Somchai Tantasanee
    This study employs mixed-method research aiming to study the factors affecting customer loyalty of Kunming Mingzhu Environmental Protection Technology Co., Ltd. The research location is Kunming Mingzhu Environmental Protection Technology Co., Ltd. in Yunnan, China. The population is 100 and the sample size is 80. The research instruments include the questionnaire for the quantitative research method and the interview for the qualitative method. The data analysis treatment comprises of multiple linear regression for quantitative analysis and content analysis was used for qualitative analysis. The results show that service quality, product quality, brand image and brand awareness have a significant impact on customer satisfaction, and customer satisfaction has a significant impact on customer loyalty. Therefore, the enterprise must pay attention to these factors and strengthen their own service quality, product quality, brand image and brand awareness to improve customer satisfaction and customer loyalty.
  • Item
  • Item
    Factors impacting online learning usage during Covid-19 pandemic among sophomores in Sichuan Private Universities
    (Bangkok : Assumption University Press, 2022) Cao, Yingqu ; Chanintorn Jittawiriyanukoon
    This study aims to examine factors impacting online learning usage among students in Sichuan private universities, China. The variables used to construct the conceptual framework are perceived ease of use, perceived usefulness, information quality, system quality, service quality, attitude towards using, satisfaction, behavioral intention and actual use. Research design, data and methodology: The quantitative approach (n=500) was conducted via online questionnaire, using judgmental sampling, quota sampling and convenience sampling. Before processing the data collection, content validity was reserved by index of item objective congruence (IOC). Pilot study of 40 samples was approved by Cronbach’s Alpha reliability test. Afterwards, the data was analyzed in SPSS using descriptive statistics, confirmatory factor analysis (CFA) and structural equation modeling (SEM). Results: The results revealed that satisfaction had the strongest significant impact on behavioral intention, followed by perceived usefulness on attitude toward using, service quality on behavioral intention, behavioral intention on actual use, information quality on behavioral intention, perceived ease of use on attitude toward using and attitude toward using on behavioral intention. On the other hand, the relationship between system quality and behavioral intention was not significant. Conclusions: Academic practitioners were recommended to encourage online learning usage among students by developing better online learning system, technical support service and learning experience which led to successful adoption and learning effectiveness of students in higher education.