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    Antecedents of Brand Loyalty of the Airline Business in Thailand
    (2023-07-01)
    Hongsakul, Bharis
    ;
    Subongkod, Mallika
    This research aimed to analyze the structure and relationship and to study the path of effects between customer behavior, customer relationship management, airline service quality, digital marketing, and brand loyalty. The study population comprised individuals aged 20 years and above who utilized airline services. The sample was selected using a simple random sampling method. A questionnaire was used for data collection. The sample consisted of 400 participants. Then analysis the measurement model and structural equation modeling before hypotheses testing by Partial Least Square Structural Equation Modeling (PLS-SEM) with SmartPLS 4. 0 software. The results found that the causal relationship structure was consistent with the empirical data. Customer behavior, customer relationship management, and airline service quality had a positive influence on digital marketing, and digital marketing had a positive influence on brand loyalty, but airline service quality did not have an influence on brand loyalty. The study results revealed that digital marketing was a mechanism driving customer behavior, customer relationship management, and airline service quality, leading to how to build brand loyalty in the airline business in Thailand.
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    Determinants of Thailand's MICE industry organisational effectiveness
    (2017-01-01)
    Bandhuseve, Songsiri
    ;
    Limnarat, Sunpasit
    ;
    Tangthong, Sorasak
    Research has determined that business tourism produces more income per person, per day than leisure travellers. To understand this phenomenon, this study investigated the effects of capacity management, customer relationship management, information computer technology (ICT), service quality, supplier relationship management (SRM), and supply chain management (SCM) on Thailand's meetings, incentives, conferences, and exhibitions (MICE) industry organisational effectiveness. The researchers embraced a descriptive survey methodology designed to assess how the 500 managers surveyed viewed their organisations' effectiveness. The design employed the self-administration of questionnaires to a sample of individuals which was aimed at finding each individual's attitudes and opinion about how the 21 observed variables impacted their operations. Of the 10 hypotheses and 21 observed variables, nine were proven, with the findings confirming that ICT has a significant effect on MICE organisational effectiveness.
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    A structural equation model of customer relationship management factors affecting customer retention of long-stay travelers in the thai tourism industry
    (2015-01-01)
    Tawinunt, K.
    ;
    Phimonsathienand, T.
    ;
    Fongsuwan, Wanno
    Thailand today is projecting nearly 30 million tourist arrivals in 2014 with long-stay tourism a significant and growing component. This study is therefore concerned with the development of a structural equation model for investigating direct and indirect factors associated with customer relationship management and customer satisfaction and the impact on customer retention with long-stay residents and tourists in the domestic Thai travel industry. Data was collected from main tourist areas in from 220 long-staying foreigners. The research found that customer relationship management has a positive impact on customer satisfaction and if an organization has a management system that can respond to tourists needs, the end result will be higher customer loyalty and satisfaction, resulting in higher revenue and long-term profitability. Factors included customer perception of quality and value which had a direct and positive outcome on customer retention. The researchers hope the data will help determine market opportunity strategies while improving management skills while also reducing marketing and operational costs. Better understanding of the needs and buying habits contributes to management strategic planning which strengthens the standards giving the traveler a better feeling of satisfaction. If the consumer is impressed with the service quality, a strong foundation can be established helping with the retention of first-time travelers through word-of-mouth advertising and referrals. As such, Thailand tourism can effectively and efficiently become sustainable and grow its industry for both today and the distant future.