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Author: search.filters.author.Chamsuk, WawmayuraSubject: search.filters.subject.Thailand

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    An Analysis of how Customer Value, Service Innovation, and Brand Image Influence Chinese Online Travel Agency Customer Satisfaction and Loyalty
    (2024-01-01)
    Sun, Lei
    ;
    Chamsuk, Wawmayura
    ;
    Saengnoree, Amnuay
    ;
    Sornsaruht, Puris
    This study examines the relationships between customer value (CV), service innovation (SI), OTA brand image (IM), e-customer satisfaction (ECS), and e-customer loyalty (ECL) in the online travel industry. From February to March 2023, the authors collected and analyzed opinions from 361 Chinese online travel agency (OTA) users via confirmatory factor analysis (CFA) and partial least squares structural equation modeling (PLS-SEM) with AMOS Version 22. SPSS for Windows Version 24 was employed for descriptive statistics. The analysis revealed positive direct effects of CV (0.45), SI (0.60), and IM (0.35) on ECS, highlighting their importance in shaping customer satisfaction. ECS also had a strong direct effect on ECL (0.75), emphasizing its role in driving loyalty. Additionally, CV and IM had indirect impacts on the ECL through the ECS (0.34 and 0.26, respectively). The model explains 82% of the variance in ECS and 89% in ECL. These findings offer strategic insights for OTAs, stressing the importance of enhancing CV, SI, and IM to improve ECS and ECL. The study discusses theoretical and practical implications, highlighting the importance of a customer-centric approach in the online travel industry.
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    A structural equation model of factors that affect the ASEAN competitive advantage of the Thai automotive parts industry
    (2015-01-01)
    Chamsuk, Wawmayura
    ;
    Phimonsathien, T.
    ;
    Fongsuwan, Wanno
    Thailand is considered the heart of Asia and a gateway to the most densely-populated countries in the world included China and India. Thailand is also part of the 600 million people ASEAN Economic Community which is considered the ninth largest global economy representing $2 trillion USD. Under this community's free trade framework with a projected average output increase of 10% annually, Thailand's 'Detroit of Asia' is a crucial component of any future growth. As such, the researchers have therefore developed a structural equation model of influences on research and development (R and D) and technological capabilities affecting the competitive advantage of the Thai automotive parts industry. This sector in 2013 was the 3rd largest part of the economy contributing 12% of GDP. This study clearly shows that in developing countries technology plays a key role in competitive advantage and even more so to Thailand which faces intense competition from both regional and other global players. Therefore, it is crucial that organizations focus on innovative research and development capabilities which need to collaborate, support, fund and incentivize players, both domestic and foreign, to upgrade Thailand's innovative capacity and fill in gaps in its cluster environment going forward. Thailand's recognized success as a global automotive hub is a classic case of a well-executed industrial plan but it must not rest on its laurels and continue moving forward with innovation combined with R and D capability.