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Hot, tropical and thirsty: An analysis of bottled water consumer satisfaction in Thailand
(2019-01-01)
Thalang, Dumrong Pratheep Na
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Sornsaruht, Puris
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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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How service quality, guest trust and guest satisfaction affect a five-star hotel's reputation in Thailand
(2019-01-01)
Supanun, Kawee
;
Sornsaruht, Puris
Thailand has climbed in the global tourism ranking to the 10th spot, and is now expected to greet up to 40 million foreign guests in 2019. Given this significance, the authors undertook a study to investigate the opinions of 542 five-star rated hotel guests across six provinces and metropolitan areas of Thailand. The LISREL 9.1 software program was used to analyse the guest's opinions on how a Thai five-star hotel's reputation (RP) was affected by service quality (SQ), guest trust (TR), and guest satisfaction (ST). Results from the study's six SEM hypotheses determined that the factors most important were SQ, TR, and ST, with total effect (TE) values of 0.89, 0.71, and 0.60, respectively. Finally, from the study's questionnaire, 15.87% of the guests viewed their relationship status as 'other', suggesting that five-star hotels need to pay close attention to non-traditional travellers and guests. Also, a significant percentage of Chinese and Indian travellers have been reported as booking a Thai four or five-star hotel, so hotel management must be culturally aware of these guest's needs and wants so as to drive sustainable operations.
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How website quality, e-service quality, e-satisfaction, and social value affect poshtel e-loyalty in Thailand
(2019-01-01)
Phromlert, Chatchai
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Deebhijarn, Samart
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Sornsaruht, Puris
Poshtels have become the high-end version of the backpacker's hostel, which is now combining the comfort and style of boutique hotels with the sensibilities and budge prices of a hostel. Current research has stated that the global market for hostels is $5.2 billion, with the smaller niche market of poshtels rapidly growing. As such, the authors set out to investigate which factors influence a Thai poshtel's e-loyalty (e- LOY). An analysis was conducted on the six hypotheses interrelationships between website quality (WQ), e-service quality (e-SQ), e-satisfaction (e-SAT), and social value (SV). Initial analysis was conducted by the use of confirmatory factor analysis [CFA], followed by a structural equation model [SEM] path analysis using LISREL 9.1 on the study's five latent variables. From the audited questionnaire sample of 405 poshtel guests, the factors affecting e-LOY were SV (TE = .081), e-SQ (TE = .59), WQ (TE=.28), and e- SAT (TE). Additionally, all the model's variables influenced poshtel guest e-LOY as the combined influence of the factors (R<sup>2</sup>) was 75%. Although the ten poshtel websites used in the study showed very creative designs and a multitude of promotional features, the poshtel guests rated this as a moderate concern but elevated the social value that the poshtel brings to its guests as very important, with numerous reports backing this conclusion. Therefore, poshtel proprietors need to take great care in maximizing their guest online social experience by providing accommodations that are 'picture perfect' and exciting to the guest and smartphone camera's eye. Moreover, although it might be expected that younger Millennials are in the majority of the guests (they were at 70.62%), it is also interesting to note that almost 30% were 31 years of age or older.
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Thai gem and jewellery industry business performance: Is continued growth dependent on Tourism?
(2019-01-01)
Varasriverachote, Teerapatch
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Sornsaruht, Puris
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Sirijarupat, Prasittisak
Thailand's gem and jewellery industry is world famous to both the vast assortment of international traders and the 40 million tourists which visit the Kingdom annually. Presently, the sector is third in export value, which in 2018 (including gold) reached nearly $12 billion and employed an estimated 800,000 artisans and craftsmen. Therefore, research was undertaken to determine which variables influenced a Thai gem and jewellery enterprise's business performance (BP). From the five-level questionnaire collected from a sample of 372 entrepreneurs and managers, an initial confirmatory factor analysis (CFA) was conducted on the study's four additional latent variables of firm strategy (FS), product innovation (PI), service innovation (SI), and competitive advantage (CA). LISREL 9.1 was then used to develop a structural equation model (SEM) path analysis. Results revealed that all the causal variables positively influenced BP as the combined variance of influence was 77% (R<sup>2</sup>). Further results showed that the variables having the greatest influence on BP were FS, PI, CA and SI, with total effect values of 0.88, 0.60, 0.16 and 0.02, respectively. There was also an extremely strong interrelationship between FS and PI as r = 1.00, the t-test value = 14.72, and p ≤ 0.01. Personal interviews with industry leaders also noted the importance of the necessity for free-trade agreements, the need for a new generation of trained craftsmen, and the need for continuing Thai government support. Finally, both domestic consumers and foreign tourists are seen as an essential market for future growth.

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