Now showing items 1-3 of 3

  • Thumbnail

    Customer satisfaction and word of mouth towards online taxi providers: a case study of Grab and Uber 

    Chatbongkot Cheewathanakornkul; Chanita Jiratchot (Assumption University Press, 2018)

    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 ...
  • Thumbnail

    Propositions and tentative model of factor effecting pirated software purchase intention 

    Sirion Chaipoopirutana (2009)

    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 ...
  • Thumbnail

    A study on purchase intention of a Thai automobile repair center 

    Vilawan Piriyasup; Seongdok Kim (Assumption University Press, 2017)

    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 ...