Browsing by Subject "Word of mouth"
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    Customer satisfaction and word of mouth towards online taxi providers: a case study of Grab and Uber
    (Assumption University Press, 2018) Chatbongkot Cheewathanakornkul ; Chanita Jiratchot
    The first objective of this research is to analyze the main factors influencing customer satisfaction,including service quality, self-service technology,and price. Without any one of these factors, the customers might not fully be satisfied with the services of the online taxi providers who are the focus of this case study. The second objective is to examine the relationship between customer satisfaction and word of mouth perceptions. Yamane’s theory is used to determine the sample size. Reliability and Factor Analysis have been tested. The results found are based on a questionnaire,the respondents being GRAB and UBER taxi users who live in Bangkok and provinces nearby. The research hypotheses are related to factors that would lead to Satisfaction and Word of Mouth, and include demographics.The two companies should focus on these satisfaction factors to increase their service quality. The younger customers tend to perceive Assurance and Self Service Technology as higher than do the other age groups. However, the companies should also focus on the older generation of customers which perceive less satisfaction than the younger customers. Also, these companies should focus more on customers who pay by cash,as this group perceive satisfaction lower than customers who pay by credit card or other methods such as Grab Pay.Moreover, the companies should use safety as their strength,because younger customers and customers who use the service at night,perceive the highest satisfaction. The platform of digital
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    Propositions and tentative model of factor effecting pirated software purchase intention
    ( 2009) Sirion Chaipoopirutana
    The commercial piracy software is one complexity surrounding the phenomenon and it has become increasingly global. The trends will continue, and likely to accelerate which may be caused from many factors. The purpose of this article is to try to develop an appropriate model and propositions of major factors that may impact pirated software purchase intention. Based on various empirical studies, all major independent variables are attitude toward piracy, moral judgment, in ncome, word-of-mouth, culture origin, and economic environment. All these variables are supported by various previous empirical research and are presented in the literature review of this article.
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    A study on purchase intention of a Thai automobile repair center
    (Assumption University Press, 2017) Vilawan Piriyasup ; Seongdok Kim
    With the continued growth of automobile sales in Thailand, the automobile repair industry has been intensified. The aim of this research is to study the factors that have impact on customer purchase intention of P automobile repair center in order to maintain more customers and generating better revenues. The variables included in the proposed framework were purchase intention (dependent variable) and brand awareness, convenience, perceived quality, and word of mouth (independent variable). In this current research, a quantitative approach using survey questionnaire was adopted. 180 respondents’ data were collected by convenience sampling method. The multiple linear regression was applied to examine statistical influence of independent variables on dependent variable. The findings indicated that brand awareness and perceived quality had impact on customers’ purchase intention while convenience and word of mouth had no impact. Moreover, a few practical recommendations were discussed for the management team to consider for purchase intention improvement.