Now showing items 5-7 of 7

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    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 ...
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    Succession planning in family firms in Thailand: a gender-based analysis 

    Duangta Duangekanong; Somsit Duangekanong (Assumption University Press, 2017)

    This research examined succession planning in family firms in Thailand, with an objective of determining whether predecessor (firm leader) gender made a difference in the comprehensiveness or perceived success of the succession process. A questionnaire was distributed to Bangkok-area business owners of family firms that had gone through a leadership transition (n = 254), including 168 male-led firms and 86 female-led firms. Analysis was conducted using structural equation modeling (SEM). Results showed that the firm owner’s age, firm size and ...
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    Thai hotel classification: a cluster analysis based on entrepreneurial marketing characteristics 

    Charnsid Leelakasemsant; Pattana Boonchoo (Assumption University Press, 2017)

    This paper seeks to explore whether there is any meaningful clusters of Thai hotels based on entrepreneurial marketing variables and the demographic characteristics of hotels and their managers. Exploratory two-step cluster analysis was adopted since it can deal with both categorical and continuous data simultaneously. The analysis resulted in nine clusters, each with its own unique characteristics. The findings indicated that three major characteristics of hotel and hotel managers —hotel size, gender, and types of manager (owner vs. non-owner) ...