KMITL

Permanent URI for this communityhttps://dspace.kmitl.ac.th/handle/123456789/1

Browse

Search Results

Now showing 1 - 10 of 25

Some of the metrics are blocked by your
consent settings
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.
Some of the metrics are blocked by your
consent settings
Word-of-mouth innovation: A product development shortcut for organic skin care entrepreneurs in Thailand?
(2024-03-01)
Vittayavarakorn, Narit
;
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.
Some of the metrics are blocked by your
consent settings
Antecedents to Thai Consumer Insurance Policy Purchase Intention: A Structural Equation Model Analysis
(2024-01-01)
Thamtarana, Kumpee
;
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.
Some of the metrics are blocked by your
consent settings
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.
Some of the metrics are blocked by your
consent settings
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
;
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.
Some of the metrics are blocked by your
consent settings
How brand attitude, brand quality, and brand value affect Thai canned tuna consumer brand loyalty
(2021-02-01)
Chuenban, Pichit
;
Sornsaruht, Puris
;
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
Some of the metrics are blocked by your
consent settings
Exploring the Antecedents to Innovation Perfoemance in Thai Information Communication Technology Sems
(2021-01-01)
Anuntarumporn, Nuttanai
;
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.
Some of the metrics are blocked by your
consent settings
Antecedents to Thai health food restaurant guest loyalty: A SEM analysis
(2020-01-01)
Phadungjit, Sommanasak
;
Sornsaruht, Puris
;
Pimdee, Paitoon
Globally, major shifts are occurring in dietary patterns with numerous studies suggesting that eating healthy food is an ever-growing consumer trend. This study, therefore, investigates the interrelationships and effects of marketing communications (MAR), recognition of value (RV), guest trust (GT), and guest satisfaction (GS) on health food restaurant guest loyalty (GL) in Thailand. LISREL 9.1 was used to conduct both a CFA and SEM analysis of the nine hypotheses from a sample of 484 health food restaurants' guests. Results revealed that the factors affecting GL from highest to lowest, were MAR, GT, GS, and RV, with a total effect (TE) value of 0.92, 0.43, 0.22 and 0.17, respectively. Additionally, the amount of variance that GL shared with the others in the analysis was 84% (R2). Furthermore, the authors suggest that MAR is now playing an essential role in the eyes of today's digitally enabled consumer, and that restaurant entrepreneurs need to embrace and understand new social media platforms. Restaurant entrepreneurs must also be aware of quick technological change and the reinvention of the traditional dining experience, which is now forcing change on how the restaurant sector operates. Finally, guest loyalty is of critical importance as numerous studies have concluded that the desired outcome of the marketing process is guest loyalty.
Some of the metrics are blocked by your
consent settings
An analysis of total quality management (TQM) within the thai auto parts sector
(2020-01-01)
Petcharit, Att
;
Sornsaruht, Puris
;
Pimdee, Paitoon
The study intended to investigate the factors that affect the total quality management (TQM) process in the 1,800 firm Thai auto parts industry. Automotive parts export shipments from Thailand are ranked 13th globally and are destined for over 100 countries, with Thailand's combined automotive industry representing 12% of GDP. Therefore, with the authors understanding the importance of this economic sector, a research tool was developed, which contained a five-level scale to investigate 455 auto parts managers, executives, and owners' opinions. Topics surveyed included the respondents' opinions on the effects of knowledge management (KNG), product quality (QLY), strategic planning (STY), and technology and innovation (TIN) on the Thai auto part industry TQM process. The study's eight hypotheses made use LISREL 9.1 software to analyze the final structural equation model (SEM). Results showed that all the model's variables had a positive influence on TQM, which can be combined to explain the variance of the factors affecting TQM (R2) by 78%. Additionally, the variables affecting TQM ranked in importance were STY, KNG, QLY, and TIN. Disruptive change has also arrived within the automotive sector, as Industry 4.0 technologies, the Internet of Things (IoT), and artificial intelligence (AI) are being used in the development of a new generation of autonomous and electric vehicles (EVs), making many current manufacturers' technologies and processes obsolete. Therefore, management and vendors must embrace these changes for their survival. The study's results highlight the necessity for international firms to embrace innovation and technological change to retain a competitive advantage or even their survival. Governments and educational institutions must also go the 'extra mile' to support their domestic automotive and auto parts sectors.
Some of the metrics are blocked by your
consent settings
Antecedents to the creation of 'Thai Select Unique' restaurant brand equity
(2020-01-01)
Sornsaruht, Puris
Thai cuisine is world renowned for its savoury flavours and the variety of its potential presentations. Consistently, Thai dishes have been at the top of international surveys for its quality, with the Thai government now supporting multiple programs to promote Thai food under the Thai Select branding campaign for use with restaurants. Therefore, the authors chose to investigate how diners perceived their local authentic food experience from restaurants, which had been awarded the Thai Select Unique (TSU) certification. From a potential population of 50 restaurants, ten TSU restaurants were randomly selected for a survey of diners concerning their opinions on how online advertising strategy (OA), their perceived quality (PQ), their brand awareness (BA), and brand loyalty (BL) played a role in the restaurant's overall brand equity (BE). From the conceptualized eight hypotheses, a preliminary confirmatory factor analysis (CFA) and goodness-of-fit (GoF) analysis was conducted, followed by structural equation modelling (SEM) using LISREL 9.1 on the item statements from the questionnaires obtained from 415 TSU diners. Results revealed that all the causal variables in the model had a positive effect on BE, which can be explained by the combined influence of the factors (R2) being 93%. Furthermore, ranked in importance, OA, BA, BL, and PQ with total effects of 0.96, 0.88, 0.56 and 0.09, respectively. This study is also original and timely as it details how social media (SM) has become the foundation for what the authors have identified as 'selfie tourism' in the development of a destination's brand equity.

KMITL

Browse

Filters

Settings

Sort By

Results per page

Search Results