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Examining the relationships between service quality, perceived value, customer satisfaction and purchase intentions: A marketing study of Bangkok's metropolitan rapid transit system, Thailand
(2017-01-01)
Chongsanguan, Prapat
;
Trimetsoontorn, Jirasek
;
Fongsuwan, Wanno
Success of public transport service marketers is dependent on how they satisfy their customers by delivering value through quality services. To understand this phenomenon, this study aims to investigate the effect of relationships between service quality, customer satisfaction, perceived value and customer purchase intentions in Bangkok's metropolitan rapid transit (MRT) system. A convenience sampling technique was used to collect the data by distributing the questionnaires to the passengers at various MRT stations, out of which 400 passengers returned the questionnaires. Partial least squares method of structural equation modelling (PLS-SEM) was used to analyse the collected data, assess the model and test the hypotheses. All the hypotheses were proven, and the findings confirm that service quality significantly influences passengers' perceived value. Both perceived service quality and perceived value significantly influence customer satisfaction, and all of these significantly influence customers' purchase intentions.
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Hierarchical model of service quality and its effect on consumers- perceived image, satisfaction and behavioural intentions: A study of Bangkok's mass rapid transit systems, Thailand
(2016-01-01)
Chongsanguan, Prapat
;
Trimetsoontorn, Jirasek
;
Fongsuwan, Wanno
Success of public transport service providers is dependent on how they satisfy their customers by delivering quality services. In order to understand this phenomenon, this study aims to investigate the effect of relationships between service quality, customers' perceived image, satisfaction and behavioural intentions in Bangkok's mass rapid transport (MRT) system. A convenience sampling technique was used to select the sample by distributing the questionnaires to the passengers at various MRT stations, out of which 400 passengers returned the questionnaires. The partial least squares method of structural equation modelling was used to analyse the collected data, assess the model and test the hypotheses. All the hypotheses were proven and the findings confirm that perceived service quality influences customers' perceived image, satisfaction and behavioural intentions significantly. Research implications and future research opportunities are also discussed.
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Thai information technology customer loyalty perceptions: A structural equation model
(2015-01-01)
Pongcharnchavalit, Surachet
;
Fongsuwan, Wanno
Customer loyalty is composed of many factors including customer expectations, perceived quality, perceived value, corporate image, customer satisfaction, customer trust/confidence, customer commitment and customer complaints. This study strove to investigate the influence of loyalty factors and the relationship with the Thai information technology product and service sector. Thai IGT investments were expected to grow 7.2% in 2014 over 2013 with 105,000 Wi-Fi hotspots being installed around the country. Study after study stresses the importance of ICT to a nation's prosperity, well-being and growth so the study's researchers undertook data analysis using both qualitative and quantitative research methods to examine how perceived product/service quality, customer perceived value and customer trust affect customer loyalty. The results of the study showed that the customer perception of information technology product service/quality had an indirect but positive effect on both customer trust and the perceived value of the product or service. They, in turn, had a direct effect on customer loyalty. The findings from this study foundthat information technology customers using product and/or services, regardless of the price focused on purchasing technology products with service after the sale. So, the perception of quality and the recognition of the value are necessary to provide customers with trust in the brand itself with leads to longer customer retention.
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Structural equation modelling of service quality and corporate image that affect customer satisfaction in private nursing homes in the Bangkok Metropolitan Region
(2015-01-01)
Satsanguan, Lanchakorn
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Fongsuwan, Wanno
;
Trimetsoontorn, Jirasek
The reduction in the total fertility rate and the labour force age along with the rise in older persons' global share, caused increasing demand of older persons using long-term care. Nevertheless, some caregivers for older people in nursing homes had restrictions on their response to older persons' requirements and entrepreneurs could not adequately provide staffs for the demands of the elderly. This led to a decrease in customers' confidence in the service quality of nursing homes as the main problem of this study. This problem influenced both corporate image and customer satisfaction. The study researched and developed structural equation modelling of service quality and corporate image that affected customer satisfaction with private nursing homes in the Bangkok metropolitan region. Samples consisted of private nursing homes' service users who were 60 years old or above and their relatives for three months or more. The 219 samples were compiled from 20 private nursing homes in Bangkok, Nonthaburi and Bratum Thani provinces from April to October 2013. Exploratory factor analysis, confirmatory factor analysis and structural equation modelling were used for data analysis. The findings from data analysis indicated that there were significantly direct effects from service quality on customer satisfaction in private nursing homes. There was also a significant impact from service quality on corporate images of private nursing homes. However, there was no direct relationship found between the corporate images and customer satisfaction.
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Repurchase intention variables affecting outsourcing decisions by Thailand's kasikornbank PCL
(2014-01-01)
Chamchantra, Suthicha
;
Fongsuwan, Wanno
The research objective was to determine patterns, relationships and the influence of user trust, service quality and customer satisfaction on the outsourcing and repeat purchase intention by Thailand's Kasikornbank PCL which in 2013 was Thailand's 2nd largest profitable commercial bank. Additionally, Thailand's National Electronics and Computer Technology Center (NECTEC) has reported that the financial and banking sector has the highest spending on computer services which is primarily focused on the outsourcing of core banking and service management systems. Research methodologies used within this study included both quantitative and qualitative research with quantitative analysis coming from surveys given to 340 Kasikornbank PCL participants using Partial Least Square (PLS), a form of structural equation modeling and qualitative input from questionnaires from 10 key corporate executives who determine policy utilizing the purposive sampling approach. The results showed that the attitudes and behavior of banks had a direct and immediate overall effect on outsourcing repurchases intention. This was a fact recognized by a hypothesis significance p≤0.05, with the results of qualitative research being consistent with the results of quantitative research. The findings of the study concluded that outsourcing is a service focused business and as such, outsourcing organizations need to build trust with bank employees while also building service user trust. This has increased researchers' understanding regarding the factors that affect the levels of information technology outsourcing and the study's framework can help practitioners optimize ITO practice for successful ITO outcomes. © 2014 Academic Journals Inc.
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Influencing variables on outsourcing repeat purchase intention by Thailand's Kasikornbank PCL
(2014-01-01)
Chamchuntra, Sutthicha
;
Fongsuwan, Wanno
The research objective was to determine patterns, relationships and the influence of user trust, service performance and service quality on the outsourcing and repeat purchase intention by Thailand's Kasikornbank PCL. Research methodologies used within this study included both quantitative and qualitative research. Quantitative is further qualified from the survey given to 340 Kasikornbank participants. The Partial Least Square (PLS) technique, a form of structural equation modeling, is additionally used due to it being component-based rather than covariance-based. Additionally, qualitative research is supported by input from questionnaires from 10 key corporate executives who determine policy utilizing the purposive sampling approach. The results showed that the attitudes and behavior of banks had a direct and immediate overall effect on the repeat purchase intention. This was a fact recognized by a hypothesis significance p<0.05, with the results of qualitative research being consistent with the results of quantitative research. The findings of the study concluded that outsourcing is a service focused business employed byfinancial institutions to perform certain activities within the financial sector. As such, they need to build trust with bank employees as well as build service user trust. In building understanding and cooperation with each other, additional important factors include the company's reputation in building trust, having capable employees, having products which keep pace with change and able to meet the financial services institutions because the actions of outsourcing will affect the business operations of financial institutions.
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Thailand's Provincial Electricity Authority (PEA) electronic customer relationship
(2014-01-01)
Choknumkij, Karn
;
Fongsuwan, Wanno
This study is an analysis of Thailand's Provincial Electricity Authority's (PEA) use of Electronic Customer Resource Management (CRM) systems and how they affect PEA's customers. The PEA operates as a government enterprise in the utility sector, having primary responsibilities which include power generation, procurement, distribution and sale of electricity to the public, businesses and the industrial sector. This currently includes 99.4% of Thailand, with a total of 74 of 77 provinces covering an area of 510,000 km<sup>2</sup>. Research methodologies used within this study include both quantitative and qualitative research. Quantitative is further qualified by the use of a survey given to 500 PEA executives. The Partial Least Square (PLS) technique, a form of structural equation modeling, is additionally used due to it being component-based rather t h an covariance-based. Additionally, qualitative research is supported by input from questionnaires from 10 key Thai PEA officials utilizing the purposive sampling approach. The results showed that two factors had an immediate and positive impact on customer satisfaction: There were Service Quality and E-CRM. Furthermore, there was also an immediate and positive impact on PEA Customer Satisfaction. A fact recognized by a hypothesis significance p≤0.01, respectively, with the results of qualitative research being consistent with the results of quantitative research. So, if the PEA has a good ECRM and Service Quality, organizational performance increases.
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Structural equation model of customer perception of service and product quality factors that affects Thai information technology customer loyalty
(2014-01-01)
Pongcharnchavalit, Surachet
;
Fongsuwan, Wanno
This study was conducted to study the factors that how service quality affects customer loyalty in the Thai Information Technology (IT) business. The researcher wishes to use their position within academia to conduct further analysis with quantitative data being obtained from 294 customers using IT products and services in the Bangkok metropolitan area and qualitative research being conducted with 10 executives by the use of purposive sampling. Analysis was conducted while using Partial Least Square (PLS-Graph) software to apply Structural Equations Modeling (SEM). Results showed the hypotheses affecting customer satisfaction had a significance level of p<0.05, having a significant and direct influence on customer loyalty, product quality and product service. Other variables include customer perceived value, customer trust and customer satisfaction of their clients. A fact recognized by the assumption p<0.01, respectively. Significant findings from this study found that customers who use the Thai information technology product and/or service, must be satisfied with the products and services if it is sold in conjunction with information technology services. Thus, the customer's perceived value and recognition of it is necessary to ensure customer satisfaction in the brand itself which translates into long-term customer retention and loyalty.

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