AU Journal of Management: Vol. 10, No. 2 (2012)

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    Customer perceived value, satisfaction, and behavioral intentions in the logistics industry : a case study of ABC Express Worldwide (Thailand) Co., Ltd.
    (Assumption University, 2012) Boonthida Ratanavilaikul ; Assumption University. Martin de Tours School of Management and Economics
    Today, customer satisfaction is a key driver of many favorable intentions and behaviors linked to increased profits, lower operating expenditures, and business success, making it the focal point of business operations. To achieve high level of customer satisfaction, perceived value has been introduced as a mean of creating a competitive edge over the competitors by incorporat~ng customers' needs and wants into strategic practices. The objectives of this research were to identify the key value dimensions consisting of service quality, price and time & effort that act as the significant antecedents of customer satisfaction, and also to trace the resulting consequences of satisfaction in the forms of intentions to repurchase and to engage in positive referrals towards the firm as reflections for customer retention and new business acquisition. The research samples were 403 medium-sized customers of ABC Co., Ltd. from total population of 2,818 customers. A self-administered questionnaire was used as a mean for data collection. The data was gathered via phone interviews and emails during January 15, 2012 to February 29, 2012. SPSS was applied to analyze the relationships among the hypothesized variables. The findings suggested four dimensions of service quality (availability, reliability, completeness, and professionalism) and monetary price to be significant predictors of customer satisfaction. In addition, the sig- nificant influences of customer satisfaction on repurchase intention and word-of-mouth have been confirmed. The research results have provided implications for service providers to understand and deliver the right value to the customers, and then become successful as existing customers could be retained and new business opportunities could be attracted.
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    An empirical study on organic product purchasing behavior :
    (Assumption University, 2012) Jatuporn Vongmahadlek ; Assumption University. Martin de Tours School of Management and Economics
    The striking awareness of organic product purchase behavior has noticeably increased througho~t the world. However, little is known about consumers' purchase behavior of organic products in developing coun- tries such as Thailand. Few studies had been empirically investigated the relative importance of purchase behavior. The main purpose of the research is to examine the phenomena and to provide the empirical evidence of organic products purchase behavior in a developing country, namely Thailand. Fishbein andAjzen's Theory of Planned Behavior (TPB) is employed as the theoretical background. A self-administered questionnaire was developed and distributed to Thai consumers who purchased organic products in the last three months in Bangkok metropolitan areas. Six hundred thirty seven completed questionnaires were analyzed by using factor analysis in SPSS and Structure Equation Modeling (SEM). The empirical results confirmed that attitudes and perceived behavioral control components had impacts on organic products purchase behavior mediated by purchase intention. Specifically, four of the determinants: environment consciousness, appearance conscious- ness, perceived affordability, and perceived availability were significant factors of organic product purchase behavior in Thailand mediated by purchase intention.
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    Perceived customer loyalty toward green hotels : a study of international tourists in the Sourth of Thailand
    (Assumption University, 2012) Nontipak Pianroj ; Assumption University. Martin de Tours School of Management and Economics
    The purpose ofthis study is to investigate the simultaneous relationships between destination image, green image, and perceived service quality on both attitudinal loyalty and behavioral loyalty through customer satisfaction and green satisfaction toward green hotels and the South of Thailand. The results illustrated that destination image ha!;! significant and positive relationships with customer satisfaction, which influences both attitudinal loyalty and behavioral loyalty toward the south ofThailand. Moreover, green image and perceived service quality have significant and positive relationships with both attitudinal loyalty and behavioral loyi:l.lty toward green hotels through green satisfaction. Furthermore, both customer satisfaction and green satisfacti1m have significant impacts on customer loyalty in both green hotels and the South of Thailand.
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    Servant and transformational leadership : a study on teachers in Montfort schools in India
    (Assumption University, 2012) Madavana, Joy ; Assumption University. Martin de Tours School of Management and Economics
    Studies have generally shown positive correlations between supportive leadership and organizational citizenship behaviors. Servant and transformational leadership are espoused as valid theories of organizational leadership but lack crucial empirical support in the educational organizations. Therefore, the current study . endeavored to advance empirical support for this emerging approach to leadership and how its influence can increase better OCB among teachers. This dissertation examined the relationships among servant and transfor- mational leadership, organizational citizenship behavior (OCB), mediated by trust, job satisfaction, and orga- nizational commitment. Research was conducted in schools that are managed by Montfort Brothers in India, using six survey instruments measuring servant leadership, transformational leadership; trust in leadership, work outcomes, i.e., job satisfaction, organizational commitment and organizational citizenship behaviors from the perspective of the teachers. A total of 432 teachers were sampled. Positive and strong correlations were found among transformational and servant leadership factors with trust and job satisfaction. Servant and transforma- tional leadership have a low correlation with organizational commitment and OCB. Surprisingly, trust was shown not to mediate the relationship between servant and transformational leadership factors and organiza- tional citizenship behavior factors.