Browsing Public Relations Department by Author "Mayuree Aryupong"
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 ...
Moderating effects of Hofstede's cultural dimensions on the relationship between Aewom and Fewom in Thailand Fukushige, Aya; Mayuree Aryupong; Phacharaporn Phijaranakul (Bangkok : Assumption University, 2019)
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 ...