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Author: search.filters.author.Panjakajornsak, VinaiSubject: search.filters.subject.Service quality

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    An empirical analysis of factors affecting customer loyalty to sea freight forwarders in Thailand
    (2019-01-01)
    Narunart, Teewin
    ;
    Panjakajornsak, Vinai
    Thailand has become one of the world’s most significant production bases and therefore, must rely on international sea transportation to move cargo. The primary goal of this paper is to develop a structural equation model to examine how service quality, relationship quality, and customer satisfaction affect customer loyalty. The study sampled 2,029 subjects— company managers, service users, and freight forwarders—in three specific industries: computer and electronics components, automotive and original equipment, and agricultural products. It deployed quantitative research methods and applied a seven-point rating scale in a structured questionnaire to analyze the relationships among the variables. The findings indicate that service quality affects both customer satisfaction and relationship quality, which ultimately affect customer loyalty.
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    Thailand’s low-cost carrier airline industry: Is the services marketing mix the elixir for economic growth and prosperity?
    (2018-01-01)
    Srisook, Phoom
    ;
    Panjakajornsak, Vinai
    In 2017, low-cost carrier (LCC) airlines consistently grew at a faster pace compared to the world’s average growth. In 2017, LCCs carried an estimated 1.2 billion passengers and accounted for approximately 30% of the world’s total scheduled passengers. In Southeast Asia, passenger traffic grew by approximately 10% in 2017, where six of the region’s 10 countries recorded double-digit growth. Southeast Asian airlines now have 1,600 airplanes on order, in addition to an active fleet of close to 2,000 airplanes, with LCCs currently accounting for approximately 70% of Thailand’s domestic seat capacity. Competition, however, amongst the LCCs has become fierce, with fare reductions being a common tactic to fill seats. Therefore, the researchers sought out to determine which aspects play the greatest roles in an LCC’s competitiveness, and used multi-stage random sampling to obtain 320 passenger respondents’ opinions who were departing on either Thai AirAsia, Thai Lion Air, Thai Smile, or Nok Air from one of Bangkok’s two main airports. Results determined that the service marketing mix of promotion, place, price, and services play the most important role in LCC competitiveness.
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    Mobile phone customer loyalty in Thailand: A path analysis case study
    (2017-01-01)
    Pumim, Adilak
    ;
    Srinuan, Chalita
    ;
    Panjakajornsak, Vinai
    Research was reviewed globally from mobile/cellular carriers to develop the six antecedents (customer satisfaction, perceived service quality, customer trust, corporate image, perceived value, and perceived switching costs) contributing to mobile customer loyalty in Thailand. Data were drawn from interviews with 515 Thai mobile users, who were asked about customer satisfaction, service quality perceptions, and customer loyalty. Findings suggest that perceived service quality and value have a direct positive influence on customer satisfaction: if the customer’s perception of service quality and customer satisfaction is high, it has a strong influence on customer loyalty. Additionally, if the perceived service quality is high, it has a direct impact on perceived value and customer satisfaction, in terms of price, value, terms, and reasonable carrier services. Finally, perception regarding switching costs is recognized in non-monetary terms and plays a key role in influencing customer loyalty.