KMITL

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

Browse

Search Results

Now showing 1 - 6 of 6

Some of the metrics are blocked by your
consent settings
The Influence of Food Values on Customer Loyalty within Chinese Brand Chain Restaurants: The Mediating Role of Customer Satisfaction
(2025-01-01)
Yang, Yuqin
;
Rojniruttikul, Nuttawut
This study examines the influence of differential added food values and basic food values on customer satisfaction and subsequent loyalty within Chinese Brand Chain Restaurants. Drawing on a convenience sampling approach, data were collected from 385 customers who recently patronized Chinese Brand Chain Restaurants. The research instrument, a structured questionnaire, captured perceptions related to food values, customer satisfaction, and loyalty, alongside demographic profiles. Descriptive and inferential statistical analyses were conducted to explore relationships between variables and test hypotheses. Results indicate that occupation, differential added food values, basic food values and the interaction between differential added food values and basic food values significantly impact customer satisfaction. Furthermore, customer satisfaction positively predicts food loyalty and restaurant loyalty. Mediation analysis suggests that customer satisfaction mediates the effects of food values on loyalty. The findings underscore the importance of offering diverse and high-quality food options to meet customer preferences and enhance satisfaction, ultimately fostering loyalty. Recommendations for Chinese Brand Chain Restaurants include prioritizing food quality, implementing loyalty programs, and embracing sustainability and digitalization initiatives to remain competitive in the evolving restaurant landscape.
Some of the metrics are blocked by your
consent settings
EXPLORING THE SOCIAL SUSTAINABILITY OF RUBBER FARMERS – INDIVIDUAL FARMERS PERSPECTIVE
(2022-01-01)
Nuanphromsakul, Kajohnjak
;
Cioca, Lucian Ionel
;
Chaveesuk, Singha
;
Chaiyasoonthorn, Wornchanok
This research was geared towards analyzing the factors that influence the social sustainability of rubber farmers from an individual perspective. The research was driven by the fact that in Thailand, rubber farmers are still underprivileged and lack knowledge of marketing, finance, technology, business, and economic opportunities. The research adopted a model that evaluated the relationship between study variables with a focus on their effect on social sustainability. A quantitative methodology was adopted, where the data was collected from 436 individual rubber farmers in Thailand. The proposed model and constructs were evaluated using reliability and validity tests and CFA fitness. The data analysis utilizes structural equation modeling. The findings indicated that social sustainability was directly and significantly influenced by brand image and loyalty factors. Additionally, it was found to be indirectly influenced by satisfaction and trust. The research recommended that improvement in the brand image of the rubber farmers in states both locally and internationally would result in increased business sustainability
Some of the metrics are blocked by your
consent settings
Impact of airport service quality, image, and perceived value on loyalty of passengers in Suvarnabhumi airport service of Thailand
(2021-09-01)
Boonchunone, Surasidh
;
Nami, Mariam
;
Tus-U-Bul, Saowaluck
;
Pongthavornvich, Jaruzgorn
;
Suwunnamek, Opal
Suvarnabhumi Airport is a gateway to Thailand and Asia. It attracts inbound-, outbound-and transit passengers. The objectives of this study were to develop an airport service quality, image and perceived value framework for the loyalty of passengers and to study the direct, indirect and total effects of the factors that influence the loyalty of passengers who used the service at Suvarnabhumi Airport. This quantitative research method uses the questionnaire as a tool for collecting data from 400 passenger samples. According to the Structural Equation Modelling analysis, airport service quality, image and perceived value have had a positive effect on loyalty that airport service quality mainly has an impact on passenger loyalty. There are four latent dimensions of airport service quality, namely, essential services; comfort, convenience and enjoyment; security, customs and passport control; and special facilities, that can help develop loyalty. Perceived value and image on airport administration and management had a significant direct effect to passenger loyalty. Improving these facotrs in order to attract passenger interest and attention can lead to the development of airport organization performance, and to increase competitiveness as an aviation hub in this region.
Some of the metrics are blocked by your
consent settings
Mediating role of sports team reputation: The relationships between team brand association, satisfaction, and loyalty in professional thai football league
(2021-01-01)
Suchao-In, Kanoknan
;
Gulthawatvichai, Sarist
;
Chatpunyakul, Chatchai
Past research on team brand association tended to focus on specific attributes in the spectator’s mind, linked to the team brand’s image, without taking sports team reputation into consideration. Sports team reputation is the collective perception by individuals who store their experiences or other forms of communication with the sports team, over time. Sports team reputation has been shown to have a strong influence on spectator’s experience, attitude, and behaviour. However, the relationship between brand association and reputation has not been established in sports marketing context. This study aims to examine the direct and the mediating effects of sports team reputation on the relationship between team brand association, satisfaction, and loyalty. Survey questionnaires were distributed to spectators who physically attended home games in professional Thai football league in 2017 (N = 1,600). The results suggest that sports team reputation can be improved by focusing on team brand association while satisfaction and loyalty can be enhanced by increasing sports team reputation. Sports team reputation plays a mediating role in the causal relationship between team brand association, satisfaction and loyalty in professional Thai football league. The highlight of this study comes from revealing sports team reputation as an outcome of a communication process by which individuals develop an emotional reaction and perception to actions associated with a sports team. These findings can be advantageous to managers who are involved in the reputation management process as they try to maintain their existing spectator base and to encourage new spectators.
Some of the metrics are blocked by your
consent settings
Factors influencing e-payment loyalty in Thailand
(2018-11-13)
Ladkoom, Kobthong
;
Thanasopon, Bundit
Essentially, e-commerce involves trading of goods and services by electronic means. Due to the popularity of e-commerce many electronic payment or e-payment services have been emerged to enable consumers to easier and faster make payment for products and services. In Thailand, the government is trying to push the National e-payment program to provide Thai people with a standardized electronic payment system. In this research in-progress article, the researchers reviewed the literature on e-commerce and e-payment loyalty aiming to identify important factors influencing e-payment adoption in Thailand. We are able to come up with a research model comprising of key factors such as privacy risk, acceptability, consumers' liability, perceived usefulness and confirmation. The model will be used to frame our data collection and analysis in our future research.
Some of the metrics are blocked by your
consent settings
Investigating the effect of a hotel's physical environment on customers' pleasure, satisfaction, loyalty and behavioural intentions: A conceptual framework
(2015-01-01)
Suwanamas, Chayuth
;
Trimetsoontorn, Jirasek
;
Fongsuwan, Wanno
Customer experience is important for service providers in the hospitality and tourism industry. Research on customer experience broadly focuses on customer cognitions as an effect of customers' experiences and customers' experiences developed with the delivery of quality services. However, there is a lack of research considering a holistic view of customer experience considering emotions as a central element. Therefore, this paper aims to propose a framework to assess the influence of the physical environment on customers' pleasure, satisfaction, loyalty, and behavioural intentions. This framework will focus on atmospheric experiences of the visitors that affect their feelings and emotions at a luxury hotel and is based on Mehrabian and Russell's (1974) Stimulus Organism Response framework. The model is proposed to be tested across the hospitality and tourism industry by adopting a questionnaire based on literature review. Suggestions for managers and scholars are also given on implementing the core concepts of the model.

KMITL

Browse

Filters

Settings

Sort By

Results per page

Search Results