Investigation of Chinese expatriates' satisfaction and loyalty to visiting the leading and luxury shopping complexes in Bangkok metropolis
Publisher
Issued Date
2022
Genre
Language
eng
File Type
application/pdf
No. of Pages/File Size
15 pages
Citation
AU Virtual International Conference Entrepreneurship and Sustainability in the Digital Era Vol. 3 No. 1 (2022), 266-280
Title
Investigation of Chinese expatriates' satisfaction and loyalty to visiting the leading and luxury shopping complexes in Bangkok metropolis
Author(s)
Abstract
Purpose: This research study aims to determine the extent to which Chinese expatriates are drawn to visit the leading and luxury shopping complexes in Bangkok Metropolis, by measuring the shopping complexes’ CRM attributes, their utilitarian value and their atmosphere. Attributes of customer relationship management (CRM)in this study include: the behavior of the employees; quality of customer service; relationship development; and interaction management. Research design, data and methodology: Chinese expatriates living in Greater Bangkok are asked to express their satisfaction and loyalty towards the shopping complexes. This study uses a quantitative research design. Questionnaire is distributed to the sample size of 150 customers. Multiple Linear Regression (MLR) and Simple Linear Regression (SLR) are used to analyzed the results. Results: The study finds that all the CRM elements, except relationship development have an impact on Chinese expatriate customers’ satisfaction and loyalty, while both the shopping complexes’ utilitarian value and their atmosphere have an impact on Chinese expatriate customers’ satisfaction and loyalty to the shopping complexes. Limitations/Implication: The results can be useful for the shopping complexes’ CRM planners to design specific communication and customer intimacy specifically catered to Chinese expatriate customers, of which population continues to rise as a result of growing businesses between Thailand and China.
Rights
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