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Author: search.filters.author.Deebhijarn, SamartSubject: search.filters.subject.Customer satisfaction

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    Factors influencing repurchase intention among foreign medical tourists in Bangkok, Thailand: A structural equation model
    (2020-01-01)
    Wongsawat, Chayapa
    ;
    Deebhijarn, Samart
    Thailand is already a top global medical tourism destination, yet it continues to improve its products and services intended for foreign medical tourists (FMT). Thailand’s 2017–2026 policy, aimed at positioning itself as a world-class medical hub, is geared precisely to ensure that the tourism industry is continually improved and that the FMT are always considered, for example, in terms of their repurchase intention. Repurchase intention is strategic to Thailand: it has implications for the repeat visits among the FMT as well as it is indicative of the industry quality, both of which have far-reaching consequences for the country’s tourist arrivals and revenues. Employing a structural equation modeling, this study demonstrates the effects of five factors, namely, customer expectation, perceived quality, brand experience, perceived value, and customer satisfaction, on repurchase intention among a sample of 600 FMT, who were recruited and interviewed at 16 hospitals in Bangkok. Results indicate that customer satisfaction has the foremost effect on repurchase intention, and followed, albeit with far lesser effects, by customer expectation, brand experience, perceived value, and perceived quality, in that order. In general, the five-factor model was found to have only explained 34.2% of the variance in the repurchase intention among the FMT interviewed. The model is subject to further testing and validation.
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    Effects of brand-and customer-related factors on purchase decision on chinese smartphone brands in thailand
    (2020-01-01)
    Wongsawat, Chinnicha
    ;
    Deebhijarn, Samart
    In Thailand, the Chinese smartphone brands, such as Oppo, Vivo, and Huawei, seek to increase further their combined domestic market share of around 50% in the foreseeable future. Therefore, systematic data on the purchase decision among Thai customers on Chinese smartphone brands would be informative. This study discusses the effects of innovative products, marketing mix, customer preferences, and customer satisfaction on Thai customers’ purchase decision of Chinese smartphone brands. Data were drawn from a survey involving a randomly-selected sample of 600 Thais who had purchased a Chinese smartphone brand. Using SPSS 22.0 and LISREL 9.2, data were analyzed to ascertain the statistical significance and the extent of the effects of the four factors. Results suggest that innovative products, marketing mix, customer preferences, and customer satisfaction had statistically significant direct, indirect, and total effects on a purchase decision. Customer satisfaction and customer preferences were the top-tiered factors, whereas marketing mix and innovative products were the lower-tiered. Overall, customer satisfaction, customer preferences, marketing mix, and innovative products explained 58.0% of the variation in the purchase decision, whereas customer preferences, marketing mix, and innovative products explained 43.0% of the variation in customer satisfaction. To further increase their local market share, the Chinese brands have to continue addressing the preferences and satisfaction of domestic customers while recalibrating their brand strategies so that these become more impactful on the customers’ purchase decision. Research is needed in these areas.