Now showing items 1-6 of 6

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    The Antecedents and Consequences of Customer Engagement: An Exploratory Study on Mobile Network Business in Thailand 

    Suchira Phoorithewet; Theingi; Wang, Yunmei; Sikankaew Panthongprasert (2016-01)

    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 ...
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    The Antecedents and Consequences of Customer Engagement: An Exploratory Study on Mobile Network Business in Thailand 

    Theingi; Suchira Phoorithewet; Wang, Yunmei; Sikankaew Panthongprasert (2016)

    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 ...
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    Customer engagement as the moderating variable on brand engagement and firm’s performance in emerging countries 

    Donyawan Yotviriyapanit; Kriengsin Prasongsukarn (2015-11)

    Brand engagement is not a new term or idea for practitioners to emphasize on developing meaningful relationship with consumers. The main purpose of this paper is to examine and conceptually develop the brand engagement model, in order to investigate customer engagement as the variable that moderates the degree of brand engagement. The paper reviews the brand orientation that firms need to start as the fundamental idea when developing brand engagement. The paper also discusses the skepticism construct of customer engagement that ...
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    Effects of product quality, service quality and price fairness on customer engagement and customer loyalty 

    Dhasan, Darwin; Mayuree Aryupong (Bangkok : Assumption University, 2019)

    This paper examines the key relationship effects between the customer perceived value dimensions: product quality, service quality and price fairness on customer engagement in a holistic model, using structural equation modeling. Further, the study evaluated the direct and mediating effects of these factors on customer loyalty in the automobile industry, with sample data from 224 existing car owners, based in Bangkok. The study results illustrate significant direct effects on customer loyalty, with product quality, service quality, price ...
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    THE IMPACT OF REMODELING BRANCH BANKING FOR A CASE STUDY OF THAI MILITARY BANK (TMB) TOWARD CUSTOMER ENGAGEMENT 

    Ponlakorn Supamongkoldee (Digital Production Press, Assumption University, 2017)

    As a trend of digital technology have grown rapidly in Thailand and it will be integrate to all industry in future include banking industry with customer centricity concept. Commercial bank’s branch in Thailand was consider as first issue that was impact by this challenge on retail banking environment (sales and service experience), convenience of terminal and efficiency for providing services. Moreover, behavioral of customer to visit the branch was changing toward a digital channel, while the physical channel is require for customers ...
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    A Proposed Model on Enchancing Co-Production of Thailand Smartphone Products Using Social Media in Customer Engagement 

    Sakuna Anuvareepong; Panant Krairojananan (2016)

    Consumers daily generated massive information since they got connected in the digital network, and the user-generated content environment using Web 2.0 technology, e.g. social media, whilst firms as the goods producers also utilized social media as an instrument for attempting to connect and create long-term relationship with their customers. This study aimed to propose a model on enhancing co-production of smartphone products using social media in customer engagement. The components of social media activities consisted of endorsing, sharing, ...