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    A Structural Equation Modeling of Loyalty Toward Sustainability Fashion Product Businesses on Social Media Platforms
    (2026-06-01)
    Prakobpol, Tanawut
    The objectives of this study are to examine the direct relationships among perceived ethics, perceived sustainability, customer trust, customer engagement, and customer loyalty; and to investigate the mediating roles of customer trust and customer engagement in explaining the relationship between ethical and sustainability perceptions and customer loyalty. Using the Stimulus–Organism–Response (SOR) framework and the Theory of Planned Behavior (TPB) as theoretical foundations, this research examines how ethical and sustainability perceptions within social commerce environments influence customers’ psychological states and behavioral responses. A quantitative approach was used, involving data collection from 360 Thai consumers who had previously bought sustainable fashion items through social media. The proposed model was then evaluated using partial least squares structural equation modeling (PLS-SEM). The results suggest that consumers’ evaluations of seller ethics significantly enhance their perceptions of product sustainability, customer trust, and engagement. Furthermore, perceived sustainability of fashion products affects both trust and engagement. Customer trust subsequently promotes both engagement and loyalty; however, customer engagement exhibits the most substantial direct effect on customer loyalty. Mediation analysis confirms the essential functions of trust and engagement in mediating the impacts of ethical and sustainability perceptions on loyalty. These findings highlight the importance of ethical transparency and proactive customer engagement in fostering trust and long-term customer loyalty within social media-based sustainable fashion commerce. Therefore. This study provides both theoretical and practical insights for sustainable fashion enterprises functioning within digital contexts.
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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
    ;
    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.
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    RELATIONSHIP BETWEEN SELF-SERVICE TECHNOLOGIES’ SERVICE QUALITY, SATISFACTION, ATTITUDINAL AND BEHAVIORAL LOYALTY OF AIRLINE PASSENGERS
    (2022-07-01)
    Suwannakul, Ekkarat
    ;
    Khetjenkarn, Siriporn
    This study aims to examine how the service quality of self-service technologies (SSTs) affects the attitudinal and behavioral loyalty of airline passengers. To examine the service quality in the customer–technology interaction context, this study employs the SSTQUAL scale of Lin and Hsieh (2011). A total of 391 responses were analyzed using a structural equation modelling technique. The results showed that the seven SSTQUAL dimensions reflected the service quality of airline SSTs, supporting the validity of the SSTQUAL scale in the airline context. The study also indicates a strong link between perceived SST service quality and passenger satisfaction. The mediating role of attitudinal loyalty in the link between passenger satisfaction and behavioral loyalty was also revealed. This research improves understanding of the relationship between the service quality of airline SSTs, passenger satisfaction, and two aspects of loyalty.
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    Perceived quality, perceived risk and customer trust affecting customer loyalty of environmentally friendly electronics products
    (2017-01-01)
    Marakanon, Lalinthorn
    ;
    Panjakajornsak, Vinai
    At present, industrial business competition causes producers to be aware of quality, price, and variety in developing new products to meet the consumers' needs. This research reviewed the literature on green marketing and proposes a new conceptual framework of customer loyalty. It uses four constructs—perceived quality, perceived risk, customer trust, and customer loyalty—in the context of environmentally friendly electronics products in Thailand. This research employed an empirical study using the questionnaire survey method to verify the hypotheses. Data were obtained from 420 consumers who bought and used environmentally friendly electronic products, particularly mobile phones, computers, and laptops using a purposive sampling method. The data were analyzed using confirmatory factor analysis (CFA) and structural equation modeling (SEM). The results showed that perceived risk and customer trust had a direct effect on customer loyalty while perceived quality had an indirect effect on customer loyalty via customer trust. Furthermore, perceived quality had direct effects on perceived risk and customer trust. The results from the final SEM model were used to confirm the proposed relationships among the variables.