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An Investigation of How Hotel Image, Hotel Service Quality, Guest Loyalty, and Guest Experience Influence Luxury Hotel Guest Revisit intention in Thailand
(2024-04-05)
Sornsaruht, Puris
This study examines the factors influencing the likelihood of luxury hotel guests returning for future visits. Drawing from existing literature, the author identified five underlying factors and 18 observable factors, leading to the formulation of nine conceptual hypotheses. The sample consisted of 317 guests from ten 5-star luxury hotels in Thailand. Utilizing structural equation modeling (SEM) with LISREL 9.10, it was determined that all variables in the model positively impacted the intention of luxury hotel guests to revisit, explaining 81% of the variance collectively (R2). Among these factors, hotel image emerged as the most significant predictor, followed by hotel service quality, guest loyalty, and guest experience. Notably, it was observed that there were strong connections between guest experience and service quality, as well as hotel image and service quality. Additionally, eight out of nine hypotheses received empirical support. This study underscores the importance of luxury hotels fostering a workforce aligned with the brand's values, as staff play a pivotal role in influencing guest revisit intentions. These findings hold particular relevance as the tourism and hospitality industry navigates the post-COVID-19 recovery phase.
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Word-of-mouth innovation: A product development shortcut for organic skin care entrepreneurs in Thailand?
(2024-03-01)
Vittayavarakorn, Narit
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Sornsaruht, Puris
This study explores the impact of perceived quality, brand attitude, consumer satisfaction, and the marketing mix on word-of-mouth innovation (WOMI) in the organic skincare industry in Thailand. Systematic random sampling was used in 2023 to select 453 organic skincare users whose questionnaire was expert-validated and tested. Investigating these interconnected factors, the research contributes to consumer behavior and innovation theories. It reveals crucial links, notably between brand attitude and perceived quality, expanding theoretical frameworks. Beyond theoretical advancements, the study provides actionable insights for entrepreneurs, marketers, and policymakers. Recognizing the pivotal role of consumer reviews in driving WOMI, industry stakeholders can enhance product quality, tailor marketing strategies, and foster innovation. Bridging theory and practice, this research empowers stakeholders to make informed decisions, adapt strategies, and contribute to the growth of the organic skincare sector. In conclusion, the study enhances theoretical understanding while offering practical implications, fostering a symbiotic relationship between academic knowledge and industry advancements.
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Antecedents to Thai Consumer Insurance Policy Purchase Intention: A Structural Equation Model Analysis
(2024-01-01)
Thamtarana, Kumpee
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Sornsaruht, Puris
This study delves into the factors influencing consumer purchase intention of Thai insurance company policies, focusing on service quality, corporate image, perceived value, and insurance technology. Employing a quantitative approach and multi-stage random sampling, the study selected 440 consumers from 10 Thai insurance agencies in January 2022, using a Google Form link distributed via social media for data collection. The structural equation model path analysis was conducted using LInear Structural RELations (LISREL) 9.1, complemented by descriptive statistics analysis in Statistical Package for the Social Sciences (SPSS) for Windows Version 21. Expert input informed adjustments to questionnaire items, and a pilot test with 35 participants ensured item reliability. The results reveal that insurance technology (0.68), corporate image (0.54), perceived value (0.53), and service quality (0.34) were all influential factors affecting purchase intention, collectively explaining 76% of the variance (R2). Seven of the nine hypotheses tested found support, with the corporate image-perceived value relationship proving the strongest, followed by a moderately strong association between perceived value and insurance technology. Among the 25 observed variables, the quality of services and data standards provided by service quality stood out, with consumers valuing clear, concise, and convenient services as pivotal for agency satisfaction. This research contributes to the existing literature by offering post-COVID-19 insights into consumer insurance purchase intentions in Asia. It also provides valuable knowledge for policymakers and regulators seeking to enhance their sectors and strengthen national economic competitiveness.
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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
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Chamsuk, Wawmayura
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Saengnoree, Amnuay
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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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Exploring Brand Attitude in Thailand's Organic Skincare Market: The Role of Perceived Quality, Customer Satisfaction, and the Marketing Mix
(2024-01-01)
Vittayavarakorn, Narit
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Sornsaruht, Puris
This comprehensive study delves into Thailand's organic skincare industry dynamics, specifically examining the impact of perceived quality, customer satisfaction, and the marketing mix on brand attitude. In 2023, utilizing systematic random sampling, 453 organic skincare users participated in the study, with their responses subjected to testing through expert-validated questionnaires. The primary objective was to construct a structural equation model (SEM) for variables influencing brand attitude, employing a questionnaire with an IOC value ranging between 0.60 and 1.00 and a reliability ()value of 0.94 to 0.97. Employing LISREL 9.10 for latent variable path analysis, the data analysis affirmed the precision of the developed SEM, consistently aligning with empirical data. The study conclusively establishes that perceived quality, customer satisfaction, and the marketing mix are strong determinants of positively shaping brand attitude. Collectively, these causal variables contribute 93% of the variance in factors influencing brand attitude (R2). Notably, perceived quality emerges as the strongest influencer, followed closely by customer satisfaction and the marketing mix. This research advances consumer behavior and innovation theories by showing the crucial links, particularly the relationship between brand attitude and perceived quality. Beyond theoretical contributions, the study furnishes actionable insights for entrepreneurs, marketers, and policymakers. By bridging the gap between theory and practice, this research facilitates informed decision-making and adaptable strategies for all stakeholders.
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How brand attitude, brand quality, and brand value affect Thai canned tuna consumer brand loyalty
(2021-02-01)
Chuenban, Pichit
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Sornsaruht, Puris
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Pimdee, Paitoon
As one of the world's most valuable fish, Tuna can either be found in inexpensive tins on grocery store shelves or on high-end auction blocks destined for Japanese sashimi and sushi restaurants. Moreover, Thailand is reported to be the world's largest exporter of prepared or preserved tuna, which in 2019 contributed an estimated $2.5 billion to Thailand's exports. However, brand research is very limited for canned tuna, especially when it comes to product packaging cues, and how packaging affects a consumer's decision-making process. Therefore, this study set out to investigate which factors play the greatest role in a Thai consumer's brand loyalty (BL) for tuna fish canned products. Research teams using systematic random sampling were dispatched to five supermarkets within the Bangkok metropolitan area and collected 400 questionnaires answering items related to brand attitudes (BA), brand quality (BQ), and brand value (BV) as they related to canned tuna brand loyalty (BL). Thereafter, data analysis of the four constructs and 13 observed variables was conducted with use of LISREL 9.1, which included a confirmatory factor analysis (CFA), a goodness-of-fit (GOF) analysis along with the study's structural equation modeling (SEM). Results determined that there was a positive effect (73% R2) between all the causal factors on Thai canned tuna BL. Furthermore, the factors affecting BL ranked from the greatest to the lowest were BA, BQ, and BV with total effect (TE) values of 0.85, 0.33, and 0.19, respectively. Key takeaways from the study's research seem to indicate that canned tuna is viewed by most consumers as a ‘commodity’, with product availability and convenience being of the utmost importance in product brand selection. Global fishing stocks sustainability, labor costs/practices, and dolphin free catches within the tuna industry were also determined to be important aspects within the international consumer community. Also, due to the demand for high-quality and safe tuna products, adding value has become increasingly important in satisfying consumer demands and represents an opportunity for marketplace expansion. Brand attitude; Brand quality; Brand value; Food security; Sustainability; Thailand
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Exploring the Antecedents to Innovation Perfoemance in Thai Information Communication Technology Sems
(2021-01-01)
Anuntarumporn, Nuttanai
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Sornsaruht, Puris
Innovation performance in Information Communication Technology (ICT) firms is the key factor in developing the digital economy that plays a crucial role in enhancing overall economy of the country. Prior studies lack in explaining the intangible resources as an antecedent of IP in the context of Thai ICT Small and Medium Enterprises (SMEs). Therefore, the study set out to investigate how innovative capability (IC), quality management (QM), strategy (ST), and competitive advantage (CA) influenced a Thai ICT SME innovation performance (IP). To achieve the study objectives, the data was collected from 431 managers and entrepreneurs working in Thai ICT SMEs using multiple-stage and simple random sampling. Due to the continuing Covid-19 pandemic, data was collected online using Google Forms. The LISREL 9.1 software program was used to conduct the subsequent goodness-of-fit (GOF) assessment and the confirmatory factor analysis (CFA). A structural equation model (SEM) was used test the hypothesis of the study. The analysis showed that all the model's causal variables positively affected IP. Finally, this study presents various theoretical and practical contributions and study limitations in the concluding section of the study.
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Thai small business owner leasing customer trust: A SEM analysis
(2019-01-01)
Suvitsakdanon, Udom
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Sornsaruht, Puris
Systematic random sampling was used to obtain the study's 303 small business leasee sample. The CFA and SEM analysis used LISREL 9.10 from which it was concluded that all of the variables affecting a Thai small business leasing company's customer trust were positive. The causal variables influencing customer trust, from highest to lowest, were service quality (SQ), corporate social responsibility (CSR), customer satisfaction (SAT), and socioeconomic status (SES) with total influences of 0.80, 0.76, 0.64 and -0.14 respectively.
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The critical nature of road logistics industry process capability's role in sustainable tourism development
(2019-01-01)
Pongpanit, Preechaphol
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Sornsaruht, Puris
Globally, logistics cost an average of 11% of a country's gross domestic product (GDP). Furthermore, Thailand's 40 million foreign tourists are provisioned by a logistics system which relies on roads 97.68% of the time to deliver nearly half a billion tonnes of goods. However, Thailand has national logistics' cost averaging 14% of its GDP. With Thailand's revenues from logistics reaching $96.5 billion in 2019, the authors saw the importance of undertaking a study to determine how the Thai road logistics industry process capability (PC) is influenced by knowledge absorption capability (KAC), technology capability (TC), product innovation (PI), and service innovation (SI). By use of multi-stage random sampling, a sample of 483 owners, executives, and managers was obtained, whose responses from the seven-level scale questionnaire were analysed using LISREL 9.10 software. From both the initial CFA and final SEM of the eight hypotheses model, all the model's causal variables were found to influence PC positively. This can be explained by 81% of the variance in the Thai road logistics industry PC (R2). The causal variables influencing Thai logistics industry PC ranked from highest to lowest were KAC, TC, PI, and SI, with total effect (TE] values at 0.90, 0.81, 0.30 and 0.10, respectively. Therefore, in a smartphone-enabled, Internetconnected, social media world, Thai road service organizations need to marry 'technological innovation' process capabilities to ensure a competitive advantage and survivability. However, the need for a digitally enabled, 21st-century knowledge worker becomes even more crucial, but companies find obtaining these workers a difficult task, with Thai educational systems hard-pressed to deliver them. As a result, Thailand needs to educate and train a new generation of workers in the transportation and logistics sectors.
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Fast-food restaurant customer satisfaction in Thailand: A structural equation model path analysis
(2019-01-01)
Tangtatswas, Ririnda
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Sornsaruht, Puris
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Pimdee, Paitoon
This study explored the theoretical evidence and empirical data of factors influencing fast-food restaurant customer satisfaction (ST) in Thailand. The analysis was conducted on the six hypotheses relationships between ST, marketing communications (MC), brand value (BV), and brand quality (BQ). Initial analysis was conducted with use of confirmatory factor analysis [CFA], followed by a structural equation model [SEM] path analysis using LISREL 9.1 of the study's four latent variables. From the sample of 478 fast food restaurant patrons, the factors determined affecting ST were MC, BV, and BQ, which total effect [TE] values of 0.77, 0.39 and 0.27, respectively. The research also determined that further investigation needs to be undertaken to evaluate the influence of social media within the fast-food restaurant environment. This study is also original and timely as it identified the growing importance of social media tools in the fast-food marketing communications process in Thailand.

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