Sornsaruht, Puris

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

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    An Investigation of How Hotel Image, Hotel Service Quality, Guest Loyalty, and Guest Experience Influence Luxury Hotel Guest Revisit intention in Thailand
    (2024-04-05)
    Sornsaruht, Puris
    This study examines the factors influencing the likelihood of luxury hotel guests returning for future visits. Drawing from existing literature, the author identified five underlying factors and 18 observable factors, leading to the formulation of nine conceptual hypotheses. The sample consisted of 317 guests from ten 5-star luxury hotels in Thailand. Utilizing structural equation modeling (SEM) with LISREL 9.10, it was determined that all variables in the model positively impacted the intention of luxury hotel guests to revisit, explaining 81% of the variance collectively (R2). Among these factors, hotel image emerged as the most significant predictor, followed by hotel service quality, guest loyalty, and guest experience. Notably, it was observed that there were strong connections between guest experience and service quality, as well as hotel image and service quality. Additionally, eight out of nine hypotheses received empirical support. This study underscores the importance of luxury hotels fostering a workforce aligned with the brand's values, as staff play a pivotal role in influencing guest revisit intentions. These findings hold particular relevance as the tourism and hospitality industry navigates the post-COVID-19 recovery phase.
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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
    ;
    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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    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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    How website quality, e-service quality, e-satisfaction, and social value affect poshtel e-loyalty in Thailand
    (2019-01-01)
    Phromlert, Chatchai
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    Deebhijarn, Samart
    ;
    Sornsaruht, Puris
    Poshtels have become the high-end version of the backpacker's hostel, which is now combining the comfort and style of boutique hotels with the sensibilities and budge prices of a hostel. Current research has stated that the global market for hostels is $5.2 billion, with the smaller niche market of poshtels rapidly growing. As such, the authors set out to investigate which factors influence a Thai poshtel's e-loyalty (e- LOY). An analysis was conducted on the six hypotheses interrelationships between website quality (WQ), e-service quality (e-SQ), e-satisfaction (e-SAT), and social value (SV). Initial analysis was conducted by the use of confirmatory factor analysis [CFA], followed by a structural equation model [SEM] path analysis using LISREL 9.1 on the study's five latent variables. From the audited questionnaire sample of 405 poshtel guests, the factors affecting e-LOY were SV (TE = .081), e-SQ (TE = .59), WQ (TE=.28), and e- SAT (TE). Additionally, all the model's variables influenced poshtel guest e-LOY as the combined influence of the factors (R<sup>2</sup>) was 75%. Although the ten poshtel websites used in the study showed very creative designs and a multitude of promotional features, the poshtel guests rated this as a moderate concern but elevated the social value that the poshtel brings to its guests as very important, with numerous reports backing this conclusion. Therefore, poshtel proprietors need to take great care in maximizing their guest online social experience by providing accommodations that are 'picture perfect' and exciting to the guest and smartphone camera's eye. Moreover, although it might be expected that younger Millennials are in the majority of the guests (they were at 70.62%), it is also interesting to note that almost 30% were 31 years of age or older.
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    Thai small business owner leasing customer trust: A SEM analysis
    (2019-01-01)
    Suvitsakdanon, Udom
    ;
    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 analysis of total quality management (TQM) within the thai auto parts sector
    (2020-01-01)
    Petcharit, Att
    ;
    Sornsaruht, Puris
    ;
    Pimdee, Paitoon
    The study intended to investigate the factors that affect the total quality management (TQM) process in the 1,800 firm Thai auto parts industry. Automotive parts export shipments from Thailand are ranked 13th globally and are destined for over 100 countries, with Thailand's combined automotive industry representing 12% of GDP. Therefore, with the authors understanding the importance of this economic sector, a research tool was developed, which contained a five-level scale to investigate 455 auto parts managers, executives, and owners' opinions. Topics surveyed included the respondents' opinions on the effects of knowledge management (KNG), product quality (QLY), strategic planning (STY), and technology and innovation (TIN) on the Thai auto part industry TQM process. The study's eight hypotheses made use LISREL 9.1 software to analyze the final structural equation model (SEM). Results showed that all the model's variables had a positive influence on TQM, which can be combined to explain the variance of the factors affecting TQM (R2) by 78%. Additionally, the variables affecting TQM ranked in importance were STY, KNG, QLY, and TIN. Disruptive change has also arrived within the automotive sector, as Industry 4.0 technologies, the Internet of Things (IoT), and artificial intelligence (AI) are being used in the development of a new generation of autonomous and electric vehicles (EVs), making many current manufacturers' technologies and processes obsolete. Therefore, management and vendors must embrace these changes for their survival. The study's results highlight the necessity for international firms to embrace innovation and technological change to retain a competitive advantage or even their survival. Governments and educational institutions must also go the 'extra mile' to support their domestic automotive and auto parts sectors.
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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.
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    Antecedents to the creation of 'Thai Select Unique' restaurant brand equity
    (2020-01-01)
    Sornsaruht, Puris
    Thai cuisine is world renowned for its savoury flavours and the variety of its potential presentations. Consistently, Thai dishes have been at the top of international surveys for its quality, with the Thai government now supporting multiple programs to promote Thai food under the Thai Select branding campaign for use with restaurants. Therefore, the authors chose to investigate how diners perceived their local authentic food experience from restaurants, which had been awarded the Thai Select Unique (TSU) certification. From a potential population of 50 restaurants, ten TSU restaurants were randomly selected for a survey of diners concerning their opinions on how online advertising strategy (OA), their perceived quality (PQ), their brand awareness (BA), and brand loyalty (BL) played a role in the restaurant's overall brand equity (BE). From the conceptualized eight hypotheses, a preliminary confirmatory factor analysis (CFA) and goodness-of-fit (GoF) analysis was conducted, followed by structural equation modelling (SEM) using LISREL 9.1 on the item statements from the questionnaires obtained from 415 TSU diners. Results revealed that all the causal variables in the model had a positive effect on BE, which can be explained by the combined influence of the factors (R2) being 93%. Furthermore, ranked in importance, OA, BA, BL, and PQ with total effects of 0.96, 0.88, 0.56 and 0.09, respectively. This study is also original and timely as it details how social media (SM) has become the foundation for what the authors have identified as 'selfie tourism' in the development of a destination's brand equity.