ABAC Journal: Vol. 39 No. 2 (April-June 2019)

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    Effects of product quality, service quality and price fairness on customer engagement and customer loyalty
    (Bangkok : Assumption University, 2019) Dhasan, Darwin ; Mayuree Aryupong
    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 fairness and customer engagement all having a positive influence. On the other hand, product quality and price fairness did not significantly affect customer engagement. The findings support the prediction of direct effects which significantly affect customer loyalty. In addition, the study shows that customer engagement has a partial mediation effect on service quality and customer loyalty. This research contributes to the customer engagement and customer perceived value literature with empirical support in the context of the Thai automobile industry.
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    On new ventures' board of directors: formation, adjustment, and influences on internationalization
    (Bangkok : Assumption University, 2019) Kuo, Anthony ; Kao, Ming-Sung ; Nichanan Sakolvieng
    To survive and grow, young firms must leverage different means, such as strategic alliances or founders’ personal networks, to access and acquire necessary external resources to overcome, or at least mitigate, the liability of newness. In this study, we found that the board of directors can serve as a means of resource provision for new ventures. We conducted a historical analysis and case studies on high-tech new ventures, in order to delve deeply into the processes regarding how boards are formed, how board members provide these resources, and what factors influence the processes. Results showed that a board of directors is more likely to be formed when the funds are raised from institutional investors, rather of individual investors. Moreover, for founders, formation of the board connotes an exchange of partial ownership for critical external resources. When more resources are needed, founders adjust their boards. Adjustments of the board can be categorized into two: “planned board adjustments” are initiated by the founders to acquire external resources, while “required board adjustments” are set out by disgruntled board members, and reduced resource endowments of the firm. In addition, board members exploit their individual assets, experience, reputation, and personal networks to provide personally endowed resources to the new venture, and leverage their firms’ assets, reputation, and business networks to contribute organizationally endowed resources. Board members also facilitate new ventures’ internationalization.
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    Moderating effects of Hofstede's cultural dimensions on the relationship between Aewom and Fewom in Thailand
    (Bangkok : Assumption University, 2019) Fukushige, Aya ; Mayuree Aryupong ; Phacharaporn Phijaranakul
    This research aims to examine the moderating effects of Hofstede’s cultural dimensions at the individual level on the relationship between acceptance and subsequent forwarding of electronic word of mouth (EWOM) in Thailand. EWOM is currently considered as one of the most influential communication channels for businesses, marketers, and various kinds of consumers. Cultural values can also be a factor to influence consumers’ decision-making behaviors. Hypotheses were developed by adopting Hofstede’s cultural dimensions, but with the newly developed scale, Individual Cultural Values Scale (CVSCALE) in order to observe the cultural diversity among Thai nationals at the individual level, and to investigate the moderating effect of Hofstede’s five cultural dimensions on the relationship between Acceptance of Electronic Word of Mouth (AEWOM) and Forwarding of Electronic Word of Mouth (FEWOM). A structured online questionnaire was used to collect data from 204 respondents, all of which were Thai and currently using one or more social networking service (SNS). The results indicated that people who have accepted EWOM tend to forward the EWOM further, and among Hofstede’s five cultural dimensions, Power Distance, Collectivism, and Masculinity significantly moderated the relationship between AEWOM and FEWOM.