Sornsaruht, Puris

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Sornsaruht, Puris
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Email
puris.so@kmitl.ac.th

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    Item type:Publication,
    Word-of-mouth innovation: A product development shortcut for organic skin care entrepreneurs in Thailand?
    (2024-03-01)
    Vittayavarakorn, Narit
    ;
    Sornsaruht, Puris
    This study explores the impact of perceived quality, brand attitude, consumer satisfaction, and the marketing mix on word-of-mouth innovation (WOMI) in the organic skincare industry in Thailand. Systematic random sampling was used in 2023 to select 453 organic skincare users whose questionnaire was expert-validated and tested. Investigating these interconnected factors, the research contributes to consumer behavior and innovation theories. It reveals crucial links, notably between brand attitude and perceived quality, expanding theoretical frameworks. Beyond theoretical advancements, the study provides actionable insights for entrepreneurs, marketers, and policymakers. Recognizing the pivotal role of consumer reviews in driving WOMI, industry stakeholders can enhance product quality, tailor marketing strategies, and foster innovation. Bridging theory and practice, this research empowers stakeholders to make informed decisions, adapt strategies, and contribute to the growth of the organic skincare sector. In conclusion, the study enhances theoretical understanding while offering practical implications, fostering a symbiotic relationship between academic knowledge and industry advancements.
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    Exploring Brand Attitude in Thailand's Organic Skincare Market: The Role of Perceived Quality, Customer Satisfaction, and the Marketing Mix
    (2024-01-01)
    Vittayavarakorn, Narit
    ;
    Sornsaruht, Puris
    This comprehensive study delves into Thailand's organic skincare industry dynamics, specifically examining the impact of perceived quality, customer satisfaction, and the marketing mix on brand attitude. In 2023, utilizing systematic random sampling, 453 organic skincare users participated in the study, with their responses subjected to testing through expert-validated questionnaires. The primary objective was to construct a structural equation model (SEM) for variables influencing brand attitude, employing a questionnaire with an IOC value ranging between 0.60 and 1.00 and a reliability ()value of 0.94 to 0.97. Employing LISREL 9.10 for latent variable path analysis, the data analysis affirmed the precision of the developed SEM, consistently aligning with empirical data. The study conclusively establishes that perceived quality, customer satisfaction, and the marketing mix are strong determinants of positively shaping brand attitude. Collectively, these causal variables contribute 93% of the variance in factors influencing brand attitude (R2). Notably, perceived quality emerges as the strongest influencer, followed closely by customer satisfaction and the marketing mix. This research advances consumer behavior and innovation theories by showing the crucial links, particularly the relationship between brand attitude and perceived quality. Beyond theoretical contributions, the study furnishes actionable insights for entrepreneurs, marketers, and policymakers. By bridging the gap between theory and practice, this research facilitates informed decision-making and adaptable strategies for all stakeholders.