ABAC Journal: Vol. 42 No. 2 (April - June 2022)

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    The influence of service and food quality and perceived value on customer satisfaction of Thai Casual Dining Restaurants in The United Arab Emirates
    (Bangkok : Assumption University Press, 2022) Piyathida Praditbatuga ; Santhiti Treetipbut ; Suppalak Chantarak
    An online survey was conducted at Thai Casual Dining Restaurants located in the Emirate of Abu Dhabi to investigate the influence of service quality, food quality, and perceived value, on customer satisfaction. Convenience and snowball sampling techniques were used to gather data from non-Thai members of the population, with a total of 391 responses being deemed complete and usable for analysis. The adjusted SERVPERF with a “recoverability” dimension was selected as the scale for measuring service quality. Applying the SPSS program, Multiple Linear Regression analysis was used to identify the influence of service quality and its various dimensions on customer satisfaction. The findings reaffirmed the results from previous research which suggested that recovery was one of the most influential factors among the various service quality dimensions with the highest standardized coefficient value, showing a significant influence on customer satisfaction (ß = 0.182, p < 0.05). Additionally, food quality and perceived value showed a significant influence on customer satisfaction (p < 0.05). These findings contribute to the pool of knowledge for future research, while the results from this study are expected to provide guidelines for restaurant operators in the UAE’s highly competitive market.
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    Determining antecedents to omnichannel shopping intention among fast fashion consumers in Thailand: a mixed methods approach
    (Bangkok : Assumption University Press, 2022) Wisuta Jaengprajak ; Sirion Chaipoopirutana
    The purpose of this study was to investigate the relationship between the variables of customer experience, personal innovativeness, perceived innovation characteristics, perceived risk, attitude, and omnichannel shopping intentions, among fast fashion consumers in Thailand. A mixed methods approach was applied to develop the study’s research instrument, conducting a pilot study and focus group interviews. Data were subsequently collected from 690 fast fashion consumers with experience in using omnichannel retail services in Thailand, using online questionnaires and convenience sampling. However, only 449 responses were deemed usable for the analysis which used Mixed Methods research techniques, Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Structural Equation Modelling (SEM). Results revealed that only personal innovativeness, perceived innovation characteristics, and attitude, had a significant statistical relationship with omnichannel shopping intentions, while no significant relationship was found for customer experience and perceived risk. Findings also verified that the relationship between omnichannel shopping intentions and customer experience, as well as the relationship with personal innovativeness, was mediated by perceived innovation characteristics. Additionally, new sets of sub-variables were identified for customer experience and perceived innovation characteristics that were unique to the Thai culture and retail context using mixed methods and EFA. It was found that there were seven dimensions of omnichannel customer experience, namely consistency, connectivity, personalisation, accessibility, order fulfilment, flexibility, and retailer responsiveness. Regarding perceived innovation characteristics, the study confirmed that usefulness, compatibility, and ease of use, remained suitable subcomponents.