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Start date: 2023Subject: search.filters.subject.customer satisfaction

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Now showing 1 - 6 of 6
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    Health consciousness technology innovation customer satisfaction customer expectation and purchase behavior of durian chips in Thailand digital age
    (2026-01-01)
    Chaowarot, Chusak
    ;
    Rojniruttikul, Nuttawut
    ;
    Chaveesuk, Singha
    This study examines factors influencing consumers’ purchase behavior of durian chips in Thailand’s digital age. A quantitative research design was employed using a sample of 350 consumers in Chanthaburi province, selected through convenience sampling. Data were collected via a structured questionnaire and analyzed using descriptive statistics, correlation analysis, Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM). The measurement and structural models demonstrated an acceptable fit to the data (χ<sup>2</sup>/df = 1.607, p = 0.004, AGFI = 0.950, RMSEA = 0.037). The results indicate that customer satisfaction plays a central role in shaping purchase behavior, exerting the strongest direct effect among the studied variables. Health consciousness and customer expectation significantly contribute to customer satisfaction, while their direct effects on purchase behavior are relatively weak. Technology innovation does not show a significant direct influence on purchase behavior and exhibits only a limited relationship with satisfaction, suggesting that technological features may function as baseline conditions rather than active purchase motivators in a mature digital environment.
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    The mediating role of economic sustainability and crisis environment in the relationship between CSR initiatives and customer satisfaction
    (2026-01-01)
    Zaw, Wai Yan Paing
    ;
    Rojniruttikul, Nuttawut
    ;
    Chaveesuk, Singha
    This study examines how corporate social responsibility (CSR) initiatives relate to customer satisfaction in Myanmar’s private banking sector by testing economic sustainability and the crisis environment as proposed mediating mechanisms and the crisis environment as a moderating condition. Using a quantitative survey of private bank customers in Myanmar and structural equation modeling (SEM), the study evaluates direct, indirect, and moderating relationships. The findings show that CSR Initiatives significantly predict Economic Sustainability and Crisis Environment, indicating that CSR contributes to stability- and crisis-related perceptions within the banking context. However, CSR Initiatives do not have a significant direct effect on Customer Satisfaction, and the overall bootstrapped indirect effect is not statistically supported. In contrast, Crisis Environment has a positive and statistically significant direct effect on Customer Satisfaction (β = 0.116, p = 0.026). Moderation analysis further shows that Crisis Environment strengthens the relationship between CSR and Customer Satisfaction, although the interaction effect is small (β = 0.068). These results suggest that CSR is better understood as a context-sensitive signal than as a broad direct or mediated driver of customer satisfaction. The model explains a moderate proportion of variance in Customer Satisfaction (R<sup>2</sup> = 0.460), indicating that crisis-related perceptions play a more prominent role than CSR’s direct or indirect effects in shaping customer satisfaction in this setting. Overall, the study contributes to CSR research by showing that, in a volatile emerging-market context, CSR matters more under crisis conditions than as a general predictor of customer satisfaction.
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    Unveiling the Flavorful Brew: Analyzing the Asymmetric Effects of Smart Coffee Vending Machines
    (2025-01-01)
    Suwannakul, Ekkarat
    ;
    Sangpikul, Aswin
    ;
    Fakfare, Pipatpong
    This research has a twofold purpose within the domain of smart coffee vending machines. First, it seeks to validate the fundamental service dimensions and attributes associated with these machines. Second, it investigates how service attributes symmetrically and asymmetrically influence customers’ overall satisfaction when adopting smart coffee vending machines, by utilizing impact–range performance analysis (IRPA) and impact asymmetry analysis (IAA) as analytical tools. The findings reveal that smart coffee vending machines possess multiple attributes that exert both symmetric and asymmetric effects on customer satisfaction on coffee consumption. The application of IRPA and IAA enables scholars and practitioners to categorize these attributes into five distinct groups: frustrator, dissatisfier, hybrid, satisfier, and delighter. In addition, the study suggests that out of seven underlying factors, coffee quality and interactive experiences have the two largest number of attributes that could potentially lead to high dissatisfaction in coffee-vending machine consumption. Academic and practical implications of these results are thoroughly discussed.
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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
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    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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    Impact of Digital Technologies, Modern Infrastructure, Self-Service Learning Experience, and Customer Satisfaction at Haidilao Restaurant in China
    (2023-04-27)
    Biao, Lei
    ;
    Rojniruttikul, Nuttawut
    This study investigated the impact of digital technologies and modern infrastructure on customer satisfaction and self-learning experience among customers of Haidilao Restaurant in China. The study found that customers reported high levels of satisfaction, self-learning experience, digital technologies, and modern infrastructure. The results indicated that digital technologies had a significant negative impact on the self-learning experience but did not significantly impact customer satisfaction. In contrast, modern infrastructure was found to have a significant positive impact on both the self-learning experience and customer satisfaction. Recent literature supports these findings, which suggest that maintaining and improving modern infrastructure can positively influence customers' perceptions and ultimately increase their satisfaction levels. The study contributes to the understanding of the role of digital technologies and modern infrastructure in enhancing customers' experiences in the restaurant industry.
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    Delivering Delight: Analyzing Luxury Consumer Satisfaction with Home-Delivered Premium Ingredients for Exquisite Home Cooking in Bangkok
    (2023-01-01)
    Prommin, Phatcharaphon
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    Chatpibal, Manoj
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    Piyamongkol, Korakit
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    Sukphisal, Burin
    There was an increase in demand for high-quality ingredients delivered for home cooking in response to the COVID-19 pandemic. Even after the pan-demic, this shift in customer demand is ongoing. The purpose of this study was to develop a conceptual framework to identify the factors influencing luxury consumer satisfaction with the consumption of premium home cooking ingredients during and after the Covid-19 pandemic, with a focus on the Bangkok metropolitan area. The American Customer Satisfaction Index (ACSI) model was used to define factors influencing customer satisfaction when purchasing fresh premium ingredients. This study highlights five antecedent factors of customer satisfaction: customer expectation, perceived quality of food, perceived quality of services, perceived value with an emphasis on luxury, and various relevant indicators. Nine key hypotheses were identified while developing the framework model, creating the possibilities for relationship verification. Indicators were then developed to measure consumer expectations of home delivery premium ingredients in terms of quality, value, and satisfaction.