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The Influence of Hotel Chain Logistics on Customer Loyalty: A Case Study in the Chinese Hospitality Sector
(2025-01-01)
Yu, Deshun
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Rojniruttikul, Nuttawut
This study investigates the factors influencing customer loyalty within the Chinese hospitality sector, focusing on brand image, logistics communication channels, sustainability practices, transportation accessibility, and service quality. Data were collected from 385 customers with recent experiences in chain-operated hotels across various regions in China. A structured questionnaire facilitated the collection of quantitative data, which were analyzed using multiple linear regression. The results reveal statistically significant positive effects of brand image, logistics communication channels, sustainability practices, and transportation accessibility on customer loyalty. However, service quality did not demonstrate a statistically significant impact. The regression model accounts for a substantial proportion of the variance in customer loyalty, as indicated by a high R-square value (R<sup>2</sup> = 0.850). These findings underscore the importance of strategically managing these factors to enhance customer loyalty within hotel chains. While the results are specific to the Chinese hospitality industry, the core principles identified—such as the significance of brand image and logistics communication—are likely applicable to other countries and sectors. However, cultural, economic, and industry-specific factors should be considered when generalizing these findings to different contexts. This study contributes to the existing literature by providing empirical evidence on the drivers of customer loyalty in the Chinese hospitality industry and offers actionable insights for hotel chains looking to enhance their competitiveness and foster long-term customer relationships. Future research is encouraged to explore these dynamics in different cultural and industrial settings to assess the broader applicability of these results.
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Factors Influencing Customer Retention in the Parcel Delivery Industry
(2024-01-01)
Wu, Zonghong
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Rojniruttikul, Nuttawut
This study, based on a sample of 385 customers, investigates the intricate dynamics of factors influencing customer retention within the parcel delivery sector. A structured questionnaire-based survey was the primary data collection tool, supplemented by advanced statistical techniques, including multiple linear regressions, for comprehensive data analysis. The study has identified five pivotal factors shaping customer retention: Technology Adoption, Communication Channels, Online Ordering Experience, Service Quality, and Corporate Social Responsibility (CSR) and Sustainability Perception. The findings reveal the significant influence of these factors on customer retention—technology adoption, including tracking and tracing technologies, fosters transparency, trust, and increased customer satisfaction. Effective communication channels, mobile apps, and personalized services ensure customer engagement and heightened loyalty. A seamless online ordering experience, coupled with secure payment processes, positively impacts customer satisfaction and repeat business. Service quality and reliability, characterized by professionalism and damage-free deliveries, maintain customer trust. Lastly, CSR and sustainability perception exemplify a robust commitment to ethical and sustainable business practices, which bolster community goodwill and customer retention. The results of this study provide valuable insights for parcel delivery companies, enabling them to formulate and implement strategies that address each of these critical factors. By harnessing the power of technology, enhancing communication channels, refining online ordering experiences, elevating service quality, and actively engaging in CSR and sustainability initiatives, these companies can effectively fortify customer retention, nurturing long-term loyalty in an ever-evolving industry landscape.
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Antecedents of Brand Loyalty of the Airline Business in Thailand
(2023-07-01)
Hongsakul, Bharis
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Subongkod, Mallika
This research aimed to analyze the structure and relationship and to study the path of effects between customer behavior, customer relationship management, airline service quality, digital marketing, and brand loyalty. The study population comprised individuals aged 20 years and above who utilized airline services. The sample was selected using a simple random sampling method. A questionnaire was used for data collection. The sample consisted of 400 participants. Then analysis the measurement model and structural equation modeling before hypotheses testing by Partial Least Square Structural Equation Modeling (PLS-SEM) with SmartPLS 4. 0 software. The results found that the causal relationship structure was consistent with the empirical data. Customer behavior, customer relationship management, and airline service quality had a positive influence on digital marketing, and digital marketing had a positive influence on brand loyalty, but airline service quality did not have an influence on brand loyalty. The study results revealed that digital marketing was a mechanism driving customer behavior, customer relationship management, and airline service quality, leading to how to build brand loyalty in the airline business in Thailand.
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Factors affecting state railway of Thailand (SRT) passenger train service use decision: A structural equation model
(2023-05-01)
Lieophairot, Chalermsap
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Rojniruttikul, Nuttawut
The State Railway of Thailand's (SRT) rail passenger ridership has dropped from a peak of 88 million rides in 1994 to less than 23 million in 2022, with the reasons for this collapse being numerous. Therefore, the authors set out to examine how organizational image (OI), service quality (SQ), service motivation (SM), and service satisfaction (SS) affect SRT use decision (SUD) making. From August–October 2022, multiple-stage random sampling was used to select a sample of 1,250 SRT passengers from five regional rail lines and their associated 25 stations. A confirmatory factor analysis goodness-of-fit was used to confirm the model's fit. A structural equation model (SEM) using LISREL 9.10 was then used to analyze the ten hypothesized relationships. The quantitative research used a 5-level questionnaire to measure the study's five constructs and 22 observed variables. The reliability of the items ranged from 0.86 to 0.93. The data analysis included calculating various statistical measures. Results showed that the model's causal variables positively affected passenger SRT use decision, with an R<sup>2</sup> of 71%. When ranked by total effect (TE) values, service quality (SQ = 0.89) was viewed by the surveyed passengers as most important, followed by service satisfaction (SS = 0.67), organizational image (OI = 0.63), and service motivation (SM = 0.53). Additionally, all ten hypotheses were supported, with service satisfaction judged the most essential to SRT Use Decisions. The study's novelty is the ever-growing requirement for the SRT to serve as a regional hub in a more extensive East Asian rail and infrastructure strategy. The paper contributes significantly to the academic literature on factors affecting rail transportation use intent.
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Role of Technology Readiness in Airline Passengers’ Perceptions of Self-service Technology Quality
(2021-01-01)
Suwannakul, Ekkarat
Self-service technology (SST) is more crucial now than before for the service delivery of airlines. Many airlines employ various types of SSTs so that passengers can perform certain services on their own. Although many passengers enjoy using the self-service option, some are not ready to adopt such a technology. This study aims to investigate how passengers possessing different characteristics perceive technology readiness (TR) and examine the influence of TR on perceived SST quality. Questionnaires were used to collect data from airports in Bangkok, Thailand. A total of 382 usable data were analysed using one-way ANOVA and multiple regression analysis. Results indicate significant differences in TR across age, education, occupation, income, types of SSTs and air travel frequency. This study also reveals that TR dimensions, namely, optimism, innovativeness, anxiety and insecurity, are important factors influencing airline passengers’ perceptions of SST quality.
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Service quality assessment of an academic library in Thailand using SERVQUAL
(2021-01-01)
Pramesti, Tyas Wahyu
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Kiatcharoenpol, Tossapol
This paper aims to assess the overall service quality of an academic library in Thailand in delivering its services. An analysis of the importance ranking of the service quality items and dimensions is also done. A survey is conducted among undergraduate students, graduate students, and faculty members as the library users. A user-based service quality tool developed by Parasuraman et al., the SERVQUAL model, is used to do the assessment, with modifications to the dimensions to fit library settings. The gap differences between the desired expectation level and the perceived level of each service quality item are examined, supported by the analysis of means (ANOM). Zone of tolerance is used to see which service quality items exceed, fall, or in the range of user’s acceptable level of service. Finally, the dimensions are ranked according to their importance, where library as a place ranks first and collection and access ranks the least important. This is the first time an effort has been done to assess the academic library and it is hoped this paper can be a guideline for the library to improve its services.
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Thai small business owner leasing customer trust: A SEM analysis
(2019-01-01)
Suvitsakdanon, Udom
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Sornsaruht, Puris
Systematic random sampling was used to obtain the study's 303 small business leasee sample. The CFA and SEM analysis used LISREL 9.10 from which it was concluded that all of the variables affecting a Thai small business leasing company's customer trust were positive. The causal variables influencing customer trust, from highest to lowest, were service quality (SQ), corporate social responsibility (CSR), customer satisfaction (SAT), and socioeconomic status (SES) with total influences of 0.80, 0.76, 0.64 and -0.14 respectively.
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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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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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The acceptance model of M-payment using smartphone devices in Thailand: A conceptual framework
(2018-01-01)
Nakwari, Parisgawin
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Kreesuradej, Worapoj
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Chaveesuk, Singha
In this paper, we have proposed the M-payment method using the smartphone applications, from which all electronic transactions such as purchasing, sales and the provision of other financial services can be applied. This is the investigation of the UTAUT2 extended theory that can be more appropriate for the consumers. The UTAUT2 extended theory is integrated with the service quality, which can be used to examine the acceptance potential of the M-Payment user by smartphone devices. The outcomes of this study will benefit the financial industry in their effort to initiate an extensive online-payment process in all users, especially, in Thailand.

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