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    The Influence of Hotel Chain Logistics on Customer Loyalty: A Case Study in the Chinese Hospitality Sector
    (2025-01-01)
    Yu, Deshun
    ;
    Rojniruttikul, Nuttawut
    This study investigates the factors influencing customer loyalty within the Chinese hospitality sector, focusing on brand image, logistics communication channels, sustainability practices, transportation accessibility, and service quality. Data were collected from 385 customers with recent experiences in chain-operated hotels across various regions in China. A structured questionnaire facilitated the collection of quantitative data, which were analyzed using multiple linear regression. The results reveal statistically significant positive effects of brand image, logistics communication channels, sustainability practices, and transportation accessibility on customer loyalty. However, service quality did not demonstrate a statistically significant impact. The regression model accounts for a substantial proportion of the variance in customer loyalty, as indicated by a high R-square value (R<sup>2</sup> = 0.850). These findings underscore the importance of strategically managing these factors to enhance customer loyalty within hotel chains. While the results are specific to the Chinese hospitality industry, the core principles identified—such as the significance of brand image and logistics communication—are likely applicable to other countries and sectors. However, cultural, economic, and industry-specific factors should be considered when generalizing these findings to different contexts. This study contributes to the existing literature by providing empirical evidence on the drivers of customer loyalty in the Chinese hospitality industry and offers actionable insights for hotel chains looking to enhance their competitiveness and foster long-term customer relationships. Future research is encouraged to explore these dynamics in different cultural and industrial settings to assess the broader applicability of these results.
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    EXPLORING THE SOCIAL SUSTAINABILITY OF RUBBER FARMERS – INDIVIDUAL FARMERS PERSPECTIVE
    (2022-01-01)
    Nuanphromsakul, Kajohnjak
    ;
    Cioca, Lucian Ionel
    ;
    Chaveesuk, Singha
    ;
    Chaiyasoonthorn, Wornchanok
    This research was geared towards analyzing the factors that influence the social sustainability of rubber farmers from an individual perspective. The research was driven by the fact that in Thailand, rubber farmers are still underprivileged and lack knowledge of marketing, finance, technology, business, and economic opportunities. The research adopted a model that evaluated the relationship between study variables with a focus on their effect on social sustainability. A quantitative methodology was adopted, where the data was collected from 436 individual rubber farmers in Thailand. The proposed model and constructs were evaluated using reliability and validity tests and CFA fitness. The data analysis utilizes structural equation modeling. The findings indicated that social sustainability was directly and significantly influenced by brand image and loyalty factors. Additionally, it was found to be indirectly influenced by satisfaction and trust. The research recommended that improvement in the brand image of the rubber farmers in states both locally and internationally would result in increased business sustainability
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    Hot, tropical and thirsty: An analysis of bottled water consumer satisfaction in Thailand
    (2019-01-01)
    Thalang, Dumrong Pratheep Na
    ;
    Sornsaruht, Puris
    ;
    Pimdee, Paitoon
    With nearly 40 million foreign tourists per year, Thailand consumes an average of 57.5 gallons of water per capita per year, which makes Thailand the second largest per-person consumer of bottled water in the world. As the global average is only 13.2 gallons per person per year, both tourists and residents have an insatiable thirst for bottled water. Therefore, the authors undertook a study to investigate the factors that influence bottled water consumer satisfaction (CS). Furthermore, an examination of the interrelationships between the variables corporate social responsibility (CSR), brand trust (BT), and brand image (BI) and their effect on CS were also analysed by use of LISREL 9.1 software. Results from the 489 consumer sample group obtained from across five major areas of Thailand, determined that all the model's variables had a positive effect on CS as there was a combined 78% variance of influence on CS. Ranked in importance, factors influencing CS were CSR (TE=0.89), BT (TE=0.68), and BI (TE=0.29), respectively. Furthermore, from the consumers' questionnaire concerning their preference for a bottled water brand (Singha, Crystal, Nestlé, Namthip, and Pepsi's Aquafina), 31.29% indicated a preference for Singha. Additionally, from the results of the analysis on CSR, the authors concluded that was a heightened awareness amongst consumers and travellers about the environment and plastic bottle waste. It was suggested by the authors that bottled water companies need to develop CSR campaigns that are focused on plastic waste reduction and cleanup activities. Additionally, they need to take their efforts 'to the people', and tell each consumer why and how they are contributing to not only Thailand's environmental well-being but the world as well.
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    A development model of factors affecting customer loyalty to mobile service providers in Thailand
    (2018-01-01)
    Klankaew, Patcharanan
    ;
    Saengnoree, Amnuay
    The purpose of this research is to explore the model of factors affecting customer loyalty to mobile service providers of Thailand. Consequently, this study examined and analysed the causal relation factors of service quality, brand image, customer satisfaction, and switching deterrents on their loyalty. Based on previous empirical studies, this study proposes a structural model of customer loyalty and units of analysis are selected from users of 3 major mobile phone service providers, totalling 400 people. Population sampling is mobile users from the percentage of six areas in Bangkok with multi-stage sampling. A set of questionnaires is used to collect data. An analysis of structural equation modelling using AMOS 21 program is conducted to test the ten hypotheses. This paper provides development model for mobile phone service providers to manage the important influential roles of service quality, brand image and customer satisfaction effect on customer loyalty.