Browsing Public Relations Department by Author "Dhasan, Darwin"
Effects of product quality, service quality and price fairness on customer engagement and customer loyalty Dhasan, Darwin; Mayuree Aryupong (Bangkok : Assumption University, 2019)
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 ...