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The Influence of Food Values on Customer Loyalty within Chinese Brand Chain Restaurants: The Mediating Role of Customer Satisfaction
(2025-01-01)
Yang, Yuqin
;
Rojniruttikul, Nuttawut
This study examines the influence of differential added food values and basic food values on customer satisfaction and subsequent loyalty within Chinese Brand Chain Restaurants. Drawing on a convenience sampling approach, data were collected from 385 customers who recently patronized Chinese Brand Chain Restaurants. The research instrument, a structured questionnaire, captured perceptions related to food values, customer satisfaction, and loyalty, alongside demographic profiles. Descriptive and inferential statistical analyses were conducted to explore relationships between variables and test hypotheses. Results indicate that occupation, differential added food values, basic food values and the interaction between differential added food values and basic food values significantly impact customer satisfaction. Furthermore, customer satisfaction positively predicts food loyalty and restaurant loyalty. Mediation analysis suggests that customer satisfaction mediates the effects of food values on loyalty. The findings underscore the importance of offering diverse and high-quality food options to meet customer preferences and enhance satisfaction, ultimately fostering loyalty. Recommendations for Chinese Brand Chain Restaurants include prioritizing food quality, implementing loyalty programs, and embracing sustainability and digitalization initiatives to remain competitive in the evolving restaurant landscape.
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Conceptual Model Construction of Customer Satisfaction Affected by Responsible Supply Chain Management of Fresh Food E-commerce Platforms in China
(2025-01-01)
Ke, Xiao Hua
;
Pinmanee, Saichon
It was found that companies which were more consumer-conscious and actively take on social responsibilities could achieve greater corporate value in previous researches. The significances of supply chain management from the perspective of customers have been emphasized by connecting RSCM with CSI. What’s more, the way the classic model of European Customer Satisfaction Index fit for the specific conditions of fresh food e-commerce platforms in China has also been studied. European Customer Satisfaction Index (ECSI) has been adopted in this research as a conceptual model base plus trust to study how the theories of Customer Social Responsible (CSR), Supply Chain Management (SCM), and Responsible Supply Chain Management (RSCM) apply for the empirical studies of fresh food e-commerce platforms in China. In the model exogenous variables were defined as the following four variables: Image, Expectation, Hardware, and Software. Endogenous variables were defined as the following two variables: Perceived Value and Customer Satisfaction. The future research will try to investigate the concerned factors in this model and finally find out the suitable factors which will affect the RSCM and customer’s satisfaction in the fresh food e-commerce. Meanwhile, the research results will offer some pragmatic and pervasive suggestions to those fresh food e-commerce companies in China and their business strategies of supply chain management.
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Michelin-starred restaurant diner return willingness: A case study from Thailand
(2024-01-01)
Rattanaparinyanon, Harit
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Vuthisopon, Sujira
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Saengnoree, Amnuay
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Siripongdee, Surapong
This study investigates the factors influencing the return willingness (RW) of diners at Michelin-starred restaurants in Thailand. The focus is on understanding how service novelty (SN), new product innovation (NPI), culinary standards (CS), and diner satisfaction (DS) contribute to diners' intentions to return. A quantitative approach was employed using structural equation modeling (SEM) to analyze data collected from a sample of 320 diners. The study examined the direct and total effects of the variables on RW. The analysis revealed that service novelty, new product innovation, culinary standards, and diner satisfaction collectively account for 75% of the variance in return willingness (R² = 0.75). Service novelty, new product innovation, and culinary standards exhibit significant direct effects on return willingness, with total effect (TE) values of 0.87, 0.79, and 0.76, respectively. Diner satisfaction also significantly impacts return willingness, with a TE value of 0.42. All nine proposed hypotheses were supported, confirming the positive influence of SN, NPI, CS, and DS on diners' return willingness. The study underscores the critical role of continuous innovation, high culinary standards, and exceptional diner satisfaction in fostering repeat business. These factors are integral to enhancing customer loyalty at Michelin-starred restaurants in Thailand. The findings offer valuable insights for restaurant managers aiming to boost customer loyalty and sustain long-term success. Emphasizing service innovation, maintaining high culinary standards, and ensuring diner satisfaction can significantly improve diners' return willingness.
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Factors influencing repurchase intention among foreign medical tourists in Bangkok, Thailand: A structural equation model
(2020-01-01)
Wongsawat, Chayapa
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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
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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.
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An empirical analysis of factors affecting customer loyalty to sea freight forwarders in Thailand
(2019-01-01)
Narunart, Teewin
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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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An integrated model of customer loyalty in automobile insurance in Thailand
(2019-01-01)
Meeboonsalang, Wanngam
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Chaveesuk, Singha
Factors influencing customer loyalty toward automobile insurance companies in Thailand were examined, and a structural equation model of variables was analyzed. A questionnaire was employed to gather primary data. Survey participants included 549 customers of automobile insurance companies in Thailand derived from multi-stage sampling. Data were analyzed using confirmatory factor analysis (CFA) and structural equation modeling (SEM). Findings revealed that service quality, brand image, and customer commitment had a positive impact on customer loyalty, with perceived value and customer trust showing a negative impact. Service quality had a strong impact on customer satisfaction, which had no direct effect on customer loyalty. Perceived value could lead to customer satisfaction. No relationship was found between the brand image and customer satisfaction.
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An analysis of online purchase intention of Thai hostel accommodations
(2019-01-01)
Wongkhajornpaibul, Kwanchart
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Sornsaruht, Puris
Thailand's tourism sector has exploded in recent years, with expected international arrivals in 2019 projected at nearly 40 million, making it the 10th most popular destination on the planet. Furthermore, due to massive infrastructure expenditures, officials are further projecting 65 million visitors within the next ten years. Therefore, this study's purpose is to propose how these travelers' online purchase intention (PI) is affected by a hostel's website (HW), the accommodation booking website's personality (WP), the travellers' perceived value (PV), and the traveller's satisfaction (CS). From the sample group's 523 guests from 14 hostels, the LISREL 9.1 software program was used to analyze the confirmatory factor analysis (CFA), which was followed by a structural equation model (SEM) of the study's nine hypotheses. Results showed that all the model's causal factors had a positive influence on PI, with the variance of the factors influencing PI (R2) being 80%. Ranked in importance, factors affecting PI were WP, CS, PV, and HW, with total effect (TE) values of 0.64, 0.55, 0.54, and 0.29, respectively. The study is a literature study that is novel in that it further explores the esoteric idea of a 'website's personality,' and the subsequent use within a social media world. Furthermore, the sample group in Thailand can help other developing nations better understand how technologies can be blended to gain a better competitive advantage within the tourism sector.
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A development model of factors affecting customer loyalty to mobile service providers in Thailand
(2018-01-01)
Klankaew, Patcharanan
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Saengnoree, Amnuay
The purpose of this research is to explore the model of factors affecting customer loyalty to mobile service providers of Thailand. Consequently, this study examined and analysed the causal relation factors of service quality, brand image, customer satisfaction, and switching deterrents on their loyalty. Based on previous empirical studies, this study proposes a structural model of customer loyalty and units of analysis are selected from users of 3 major mobile phone service providers, totalling 400 people. Population sampling is mobile users from the percentage of six areas in Bangkok with multi-stage sampling. A set of questionnaires is used to collect data. An analysis of structural equation modelling using AMOS 21 program is conducted to test the ten hypotheses. This paper provides development model for mobile phone service providers to manage the important influential roles of service quality, brand image and customer satisfaction effect on customer loyalty.
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Thai home improvement retailer customer loyalty: A SEM analysis
(2018-01-01)
Suebsaiaun, Atisin
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Pimolsathean, Thepparat
The contest between ‘bricks versus clicks’, with the disruptive effect of e-commerce on traditional retail formats, is starting to be felt in Thailand. Specifically, home improvement retailers are therefore having to adapt, by creating unique online shopping experiences, which is enhanced by sophisticated electronic customer relationship management (eCRM) systems designed to capture and retain a digitally savvy Thai consumer. Seeing the critical nature if the eCRM process, the researchers undertook an analysis of the opinions of 465 consumers who shopped at one of the five top Thai home improvement retailer stores. Using LISREL 9.10 software to examine the nine hypotheses structural equation model (SEM), it was determined that all the causal factors in the model have a positive influence on customer loyalty, which can be explained by 73% of the variance in Thai home improvement retailer customer loyalty (R2). The causal variables influencing customer loyalty ranked from highest to lowest, were SERVQUAL, customer satisfaction, corporate social responsibility, and eCRM, with a total value of the influence at 0.57, 0.38, 0.29 and 0.29, respectively. Additionally, the study revealed that extreme caution was needed when social media platforms are used in marketing, as overwhelming consumers with poorly targeted, ‘spray and pray’ style marketing campaigns can generate disenfranchised consumers who unsubscribe from the marketer’s channel.

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