Recent Submissions

  • Thumbnail

    Factors affecting customer loyalty towards hearty heart cosmetics: a case study local brand in Yangon, Myanmar 

    Soe, Sint Sint; Chompu Nuangjamnong (Assumption University Press, 2021)

    This research aims to determine the factors affecting customer loyalty towards Hearty Heart Cosmetics, a local brand in Yangon, Myanmar. The objectives of this research are: 1) to determine the impact of perceived value on customer loyalty; 2) to determine the impact of customer satisfaction on customer loyalty; 3) to determine the impact of service quality on customer loyalty; 4) to determine the impact of brand image on customer loyalty; 5) to determine the impact of trust on customer loyalty; 6) to determine the impact of customer intimacy o...
  • Thumbnail

    Factors influencing repurchase intention on e-Commerce platforms: a case of GET application 

    Sophida Chanthasaksathian; Chompu Nuangjamnong (Assumption University Press, 2021)

    Although the global economy has been challenged by the coronavirus pandemic, online delivery service businesses have grown enormously. Hence, a great number of newcomers have jumped into the market aiming to leverage customers' insight to adopt in their other businesses. There is high competition in this industry which is expected to intensify. This study focuses on GET application and aims to determine the influence of independent variables namely; privacy, reliability, trust, perceived ease of use, perceived usefulness towards online repurcha...
  • Thumbnail

    The influence of social media advertising value on consumer behavior in Renting Apartment Rooms in Bangkok, Thailand 

    Teeramedh Dummanonda; Chompu Nuangjamnong (Assumption University Press, 2021)

    This study examines the factors that influence of social media advertising value towards rental intention behavior of apartment rooms in Bangkok Thailand. The study used the variables of credibility, information, entertainment, and social media advertising value. The researcher carried out the analysis based on quantitative approach and applied a non-probability sampling and convenience sampling. A total of 450 respondents who experienced using advertising in searching information about renting apartment rooms in Bangkok participated in this...
  • Thumbnail

    Online shopping continuance intention: a case study of online shopping in Thailand 

    Manandhar, Dibesh; Kittikorn Dowpiset; Taminee Shinasharkey (Assumption University Press, 2021)

    This study determines individual’s online shopping continuance intention in Bangkok,Thailand , how to retain existing consumers and attract new consumers, to find the most influencing key to Thai consumer’s shopping continuance intention, to understand Thai consumers’ online shopping continuance intention . The study included 400 respondents living in Bangkok and have purchased IT products online in the past six months. This study used non-probability purposive sampling technique and questionnaire for data collection. The results of study s...
  • Thumbnail

    Factors affecting the choice of university in Thailand among Thai international high school student’s Grade 11 and Grade 12 in the central Bangkok area 

    Panjaphol Moovoravit; Kitikorn Dowpiset (Assumption University Press, 2017)

    In Thailand, the higher education institute both public and private required many marketing activities to attracting students because of globalization and demographic transitions. The main target of the marketplace is the Higher School Students especially for the International study programs at Grade 11 and 12. The purpose of this study is to identify the factors affecting Thai international high school student’s (G.11 and G.12) in the central Bangkok area choice of university in Thailand and to develop a richer understanding of each dete...
  • Thumbnail

    Factors affecting customer satisfaction on organic facial foam: a case study of customers who used organic facial foam 

    Wisinee Sangchanrung (Assumption University Press, 2017)

    Facekute Facial Foam has been established in 2015. The primary target market is teenagers and young adults aged 13 – 25 years old. The product is available and sold mainly online. This research aims to identify factors that affect customer satisfaction on Organic Facial Foam, to define the relationship between customer satisfaction and product quality, reliability, price, product design; to determine the impacts of each independent variable on dependent variable, and to provide recommendations for improvement. The scope of this research fo...
  • Thumbnail

    Factors affecting customer satisfaction on Brand X green tea: a case study of Bangkok consumers 

    Tipjaree Chanruechai; Fernando, Maria Socorro Cristina L. (Assumption University Press, 2017)

    This research determines the factors affecting customer satisfaction on Brand X green tea as well as the relationship between independent variables (quality of tea, price, brand image, and health concern) and dependent variable (customer satisfaction). The quantitative method was used in this research. The sampling procedure is non-random snowball sampling. The survey questionnaire is an online questionnaire via social network including Facebook, Line application, and Twitter. The scope of this research includes 385 Bangkokians who have p...
  • Thumbnail

    Factors influencing purchase intention towards a retail clothing company 

    Charnvudh Vajarodaya; Fernando, Maria Socorro Cristina L. (Assumption University Press, 2017)

    This research aims to investigate the factors affecting purchase intention towards retail clothing store . Four independent variables were selected in this research; perceived service quality, perceived value for money, brand awareness, and celebrity/brand congruencies. To measure the construct of the research instrument, a survey questionnaire was administered and data were collected from sample of 400 respondents who were customers of a retail clothing company, utilizing convenience sampling techniques. The significance and relationship...
  • Thumbnail

    Factors influencing job satisfaction of Gen X and Gen Y in a financial institution: a case study of global payment service department 

    Navarat Siwasampattikul; Fernando, Maria Socorro Cristina L. (Assumption University Press, 2017)

    Financial institutions are very competitive and developing its human resources is one of the strategies to make companies strong and competitive. Job satisfaction is one of the key factors that motivate employees to do their best. In this research, data was collected using offline and online questionnaire from 135 employees who currently work at a Global Payment Service Department. The survey included five-point Likert scale to measure four independent variables (participation in decision making, empowerment, reward and recognition and wo...
  • Thumbnail

    Identification of impact of atmospheric attributes upon buying intention of customers in Bhat Bhateni Supermarket in Nepal 

    Konark Rajbhandari; Apichart Intravisit (Assumption University Press, 2017)

    The rise of supermarket business through changing consumer’s behavior in the cities of Nepal, atmospheric attributes, as an integrated part of supermarket business, has become a strategic tool in creating persuasive channel in a supermarket. The purpose of this paper is to describe atmospheric attributes of Bhat Bhateni Supermarket in Kathmandu Valley, Nepal and to which the impact made by these attributes towards buying intention of customers of the store. There were 400 questionnaires distributed to the customers who have at least visit...
  • Thumbnail

    Using WBL as ODI to improve work environment and well-being of employee 

    Kijchai Chotikamankong (Assumption University Press, 2017)

    This research is influenced from visiting workplace of SC Siam Supply and Sounds. Work environment and well-being of employees of organization are interesting and there is an opportunity of developing the set two areas. The objectives of research comprise of three; 1) To determine the current situation of work environment and well-being of employees. 2)To identify and using WBL as ODI to improve work environment and well-being of employee and 3) To compare the difference between pre-ODI and post-ODI. Data collection techniques of this stud...
  • Thumbnail

    Factors influencing Bangkok people purchase intention towards Tesco Lotus house brand products 

    Ratiya Tirawatnapong; Fernando, Marrisa (Assumption University Press, 2018)

    This study aimed to determine factors influencing Bangkok people purchase intention towards Tesco house brand products. The study was a quantitative research using Cronbach’s Alpha, Descriptive and Inferential Statistics to determine the reliability of questionnaire analyze demographics information and test hypotheses, respectively. There were 412 questionnaires distributed to samples who live in Bangkok and never been bought Tesco Lotus house brand products Purposive sampling, quota sampling and convenience sampling were employed in this...
  • Thumbnail

    A study of factors influencing Gen Y managing debt in Thailand 

    Chaya Srisamarn; Fernando, Marrisa (Assumption University Press, 2018)

    This study determines the factors influencing Gen Y managing debt in Thailand. The study used quantitative research with Cronbach’s Alpha, Descriptive and Inferential statistics to analyze the data from the questionnaire towards Gen Y group in Thailand. There were 388 respondents who have met the criteria and matched the target group . The questionnaire consists of four independent variables which included Gen Y personal debt, spending habit, lifestyle and Gen Y personal income . Three variables except spending habit had significant influ...
  • Thumbnail

    A study of factors influencing Thais’ intention to purchase clothing at “Camp” multi-brand store 

    Ployramean Phadungwatanachok; Fernando, Marrisa (Assumption University Press, 2019)

    This study aimed to determine factors influencing the intention of purchasing clothing at “CAMP” multi-brand store in Thailand. This study focused on Thai citizens who have never purchased fashion items at CAMP multi-brand store. The research included studies from previous research with five factors: Attitude, Product, Price, Place and Promotion on Thais’ intention to purchase clothing at “CAMP” multi-brand store. This study was a quantitative research with applying Cronbach’s Alpha, Descriptive and Inferential Statistics to determine the ...
  • Thumbnail

    Factors influencing customer purchase intention of fitness center membership:a case study of MBA students at Assumption University city campus 

    Nanthana Rujiramora (Assumption University Press, 2017)

    The increase of fitness center market attracts the investors as the health conscious trend of Thais that boom in last couple years. Numerous new health care businesses are coming to the industry. To keep the leader status in the industry and achieve business goal by increasing profit, the existing companies need to know their customers very well and serve their needs completely. This study aims to determine which factors and criteria influence customer intention to purchase in fitness center membership in central Bangkok area which has th...
  • Thumbnail

    Measuring patients' perceived hospital service quality: a case study of Nepal's Private Hospital 

    Anupama Rajbhandari; Apichart Intravisit (Assumption University Press, 2017)

    With the shift in focus to patient recognizing healthcare to be different compared to other services, service quality measurement needs to be tuned specifically to healthcare. The purpose of this paper is to describe hospital service quality of Nepal's private hospital as perceived by Nepalese patients and to which patients’ satisfaction of health service quality impact upon their behavioral intention. Descriptive survey study design was adopted for this study. Survey method and 400 questionnaires were distributed to the outpatient. Only f...
  • Thumbnail

    Factors relating to brand loyalty of a Fitness Health Club franchise Business in Vienna, Austria 

    Krivic, Sarah J.; Loh, Aaron (Assumption University Press, 2016)

    This study focused on brand loyalty for an international, franchised Fitness Health Club in Vienna, Austria. The researcher found six independent variables in order to analyse customers' brand loyalty towards the above mentioned Fitness Health Club. The data was collected through 366 useful questionnaires from the Fitness Health Club and its day-to-day customers and members in Vienna, Austria. The research tested the relationship between brand loyalty and seven variables, which were advertising spending, brand image, brand trust, customer or...
  • Thumbnail

    Determinants of customer satisfaction and customer loyalty in e-banking: a case study of Thailand's selected commercial banks in Bangkok's Central Business Area 

    Bogati, Deepin; Rawin Vongurai (Assumption University Press, 2016)

    The primary purpose of this paper is to identify the determinants of the factors influencing customer satisfaction and customer loyalty in the e-banking of commercial banks of Thailand. A 33 item questionnaire was developed based on the literature review and tested for reliability and validity using Cronbach's alpha test. A total of 400 questionnaires were distributed to 204 e-banking banking preferring clients and 196 traditional banking preferring clients. The regression analysis suggested that core service quality, social benefits, confid...
  • Thumbnail

    Factors influencing Bangkokkian adults' decision-making in choosing and English language school 

    Natchanan Ammarit; Fernando, Maria Socorro Cristina L. (Assumption University Press, 2016)

    The purpose of this study was to determine the factors influencing Bangkokian on decision-making in choosing an English language school. This study applied non-probability sampling as a sampling procedure. The questionnaires were distributed by snowballing sampling with 400 questionnaires distributed by both offline and online platforms. This study applied four statistical models including descriptive analysis, One-Way ANOVA, Pearson's Correlation and multiple regression analysis. Most of the respondents were female. The majority of the re...
  • Thumbnail

    Improving employees' engagement and communication: a case study of professional accounting services (PAS) Chiangmai, Thailand 

    Koravich Kharnijor (2016)

    This research focused on engagement and the communication as most common factors that affect the people in an organization to be more productive. After a thorough analysis and consultation with the management team of PAS organization, the need for improvement for internal productivity exists. Therefore, OD interventions (ODI) were conducted to increase the level of employees' engagement and communication between the management and the employees to improve productivity. A total of 3 ODI were conducted; team building activity, group sharing se...
  • View more