Browsing by Author "Marissa Chantamas"
Marissa Chantamas (Bangkok : Assumption University, 2016-11)
Marissa Chantamas (2009)
This research studied student satisfaction and its influence on motivation for study. In this view students are not simply people who come to receive a service but are active participants because they are part of the institution's organization. Therefore, assessing student satisfaction on multiple dimensions are important for the strategic planning in the educational institution. The measurement used is based on SERVQUAL, which divides the service component into five dimensions. Another measure is based on the Motivated Learning Strategies ...
The role of opinion leadership characteristics and brand commitment as drivers of brand-related Electronic Word of Mouth (EWOM) in Social Networking Sites (SNS) Marissa Chantamas; Punnaluck Satanasavapak; Arpavadee Visetbhakdi (Assumption University Press, 2020)
Previous studies on the antecedents of Electronic Word of Mouth (EWOM) have either focused on the opinion leadership characteristics of individuals, or on brand commitment. It is the aim of this study to combine these two separate streams of research by evaluating the impact of opinion leadership characteristics and brand commitment as possible drivers of EWOM on Social Networking Sites (SNS). It is found that brand commitment is indeed a strong driver of brand related EWOM. Brand commitment mediates the motivation to engage in EWOM by ...