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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
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Trimetsoontorn, Jirasek
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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
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Trimetsoontorn, Jirasek
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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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Social CRM, RMO and business strategies affecting banking performance effectiveness in B2B context
(2015-07-06)
Wongsansukcharoen, Jedsada
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Trimetsoontorn, Jirasek
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Fongsuwan, Wanno
Purpose – This paper aims to develop structural equation modelling of variables that affect the banking performance effectiveness of Thai Commercial Bank branches in the financial service sector by gathering quantitative data. Design/methodology/approach – The population of the study covers all 2,068 Thai Commercial Bank branches in Bangkok, Thailand. This research defined the Thai banks for data collection using stratified sampling (first step) and simple sampling (second step). Primary data were collected using a self-administered survey of 65 managers and 185 marketing officers. In the total sample, 69 (27.6 per cent) of the respondents were male and 181 (72.4 per cent) were female in the Thai Commercial Bank branches. The responses to the questions capturing focal constructs used a seven-point Likert scale. Data were analysed using confirmatory factor analysis and structural equation modelling. Findings – It was found that significant relationships existed between social customer relationship management (CRM), relationship marketing orientation (RMO) and business strategies and banking performance effectiveness. The key success factors of social CRM and relationship marketing orientation were found to have indirect influences on banking performance effectiveness through mediation of business strategies. Additionally, the results of this research show that social CRM and RMO have direct and indirect influences on banking performance effectiveness through the mediation of focus strategy or differentiation strategy (p < 0.001). Practical implications – Recent development of the digital communications in industrial marketing to achieve firm performance, chief executive officer, management officers and managers could consider setting managing and marketing plans for excellent performance, and long-term relationship by five steps. Originality/value – These results add performance effectiveness and long-term relationships with business-to-business (B2B) service industry and bank customers (both retail and public enterprises) to the factors needed to respond to the highly competitive situation at present, which will be even more important with the ASEAN Economic Community in 2015.
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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
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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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AEC garment industry competitiveness: A structural equation model of thailand's role
(2015-01-01)
Nimlaor, Chavalit
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Trimetsoontorn, Jirasek
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Fongsuwan, Wanno
This study is concerned with the analysis of factors that affect the AEC garment industry and Thailand's ability to compete within it. Given the 2035 projected 850 million AEC consumer market along with the tripling of economic output by 2025, the ramifications of policy are enormous for both Thailand and the garment industry's competitiveness. Therefore, this study was undertaken to conduct analysis and structural equation modeling of the variables from membership input from the Thai Garment Manufacturers Association (TGMA). The importance of this study can't be underestimated, as Thai garment exports in 2012 declined to US$2.8 billion while textile exports dropped to US$3.5 billion, 10 and 15% drops, respectively. Study results however found that to maintain competitiveness, larger industry members are expanding their operations by relocating their production to lower wage members of the AEC such as the CLMV countries of Cambodia, Laos, Myanmar and Vietnam while smaller Thai garment industry SMEs have already ceased trading. Although, the trend is negative for Thailand's garment enterprises, factors studied which can influence change and growth include leadership, investment, teamwork and R and D. Given greater understanding of these variables, Thailand can challenge global players and create brands that overcome what otherwise appears to be a continued contraction and loss of competitive advantage. Using decades of industry knowledge, researchers obtained quantitative data from 178 entrepreneurial TGMA members while qualitative data was gathered from in-depth interviews of 10 senior industry executives.
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Lactose free milk and dairy product purchasing habit variables of Bangkok Thailand metropolitan consumers
(2015-01-01)
Senadisai, Panja
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Trimetsoontorn, Jirasek
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Fongsuwan, Wanno
With upwards of 90% of Asians unable to ingest milk products, lactose free milk can be a major contributor to a nation's health and weilbeing. Thailand, a country in Southeast Asia with nearly 70 million citizens is a market with almost no commercially available lactose free products for adult consumers with only limited lactose free milk children's milk products currently available. Given the importance of calcium to healthy development and growth, the researchers therefore undertook this study to determine the variables on the consumption and purchase intention of lactose free milk and dairy products within the Bangkok metropolitan area. Quantitative data was obtained from 189 Bangkok consumers over 18 years old and qualitative data from in-depth interviews of 10 nutritional experts, a doctor, marketers and patients while using Partial Least Square (PLS-Graph) software to apply Structural Equation Modeling (SEM) analysis. The results showed that the factor with the greatest influence on lactose free milk purchase intention included milk knowledge about lactose free milk as well as consumer marketing and the packaging and product reputation which have both direct and indirect influencing factors on lactose free milk purchasing and consumption.
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Ensuring customer satisfaction through service quality and image management in the hospitality industry: A conceptual perspective
(2015-01-01)
Tamwatin, Utid
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Trimetsoontorn, Jirasek
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Fongsuwan, Wanno
Service quality and customer satisfaction have been studied a great deal within services marketing literature. Many measurement models of service quality have been presented mostly revolving around the SERVQUAL and Gronroos' (1984) technical and functional quality model. These models mostly discussed the functional attributes ignoring significance of service quality's technical attributes and image in developing customers' perceptions and satisfaction. Therefore, this paper presents a conceptual framework that is based on Gronroos' (1984) technical and functional model, where technical quality is assessed by Wu and Ko's (2013) dimensions and functional quality is assessed by the lodging quality index (LQI). The proposed framework focuses on the interrelationships between functional quality, technical quality, image, perceived service quality and customer satisfaction. Cue-utilisation theory is used as the theoretical base for this model. Suggestions for managers and researchers are also given on implementing the core concepts from the model.
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The effects of human resource practices on firm performance in Thailand's manufacturing industry
(2015-01-01)
Tangthong, Sorasak
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Trimetsoontorn, Jirasek
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Rojniruttikul, Nuttawut
The purpose of this study is to determine the effects of human resource management (HRM) practices on firm performance in Thailand's manufacturing industrial Zone 2, a region that has seen an influx of foreign investment. Twenty-three theoretically based hypotheses have been developed that point to possible positive and negative relationships between HRM practices, mediating variables and firm performance. A total of 224 top managers, business leaders and line managers provided the input that was examined and then empirically tested using analysis of moment structures (AMOS) Path Analysis. The results show that HRM practices do strongly influence firm performance, a conclusion that is not only consistent with the results of previous research on the subject, but also indicative of methods that of ever-increasing importance to long-term growth in organisations. This study has provided new insight into HRM practices and firm performance, getting to the heart of the role that mediating variables play in the network of relationships.
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Thai garment industry organisational characteristics and strategic factors that affect corporate performance
(2015-01-01)
Nimlaor, Chavalit
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Trimetsoontorn, Jirasek
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Fongsuwan, Wanno
This study concerns the modelling and analysis of the Thai Garment Manufacturers Association's members using both quantitative and qualitative research methods. With the garment industry expected to continue its contraction and loss of exports due to increased global competitiveness, the researchers wish to use decades of industry knowledge to conduct further analysis. Quantitative data was obtained from 178 entrepreneurial members while qualitative data was gathered from in-depth interviews of ten senior executives using simple random sampling (purposive sampling) while using partial least square (PLS-graph) software to apply structural equation modelling analysis. Results showed the hypotheses had a significance level of p ≤ 0.05, having a significant influence on corporate strategy and organisational characteristic. Findings concluded that industry entrepreneurs must have clear strategic leadership visions keeping pace with rapidly developing sector changes. Finally, industry leaders must also respond immediately to their customers while maintaining their margins and a competitive advantage.
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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
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Trimetsoontorn, Jirasek
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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.

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