Vuthisopon, Sujira
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Preferred name
Vuthisopon, Sujira
Main Affiliation
Email
sujira.vu@kmitl.ac.th
2 results
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Item type:Publication, Low-cost carrier passenger repurchase intention: A structural equation model analysis(2017-01-01); Low-cost carrier (LCC) aviation has exploded globally, which now represents 26% of all passenger seats, while in Southeast Asia LCC passengers have soared to 54%. The purpose of this research was, therefore, to develop and examine the accuracy of a structural equation model of the factors affecting repurchase intention of low-cost carrier passengers in Thailand. Convenience sampling was utilized to obtain a sample of 440 individuals from four Thai low-cost carriers, including Thai AirAsia, Nok Air, Thai Lion Air (Don Muang Airport-DMK), and Thai Smile Airways (Suvarnabhumi Airport-BKK) in 2016. To examine the study’s five latent and 22 observed variables, a 97-item survey was used. Results from the study determined the positive and significant influences that customer satisfaction has on customer loyalty, followed by electronic service quality on customer satisfaction, and customer satisfaction on repurchase intention, respectively. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Michelin-starred restaurant diner return willingness: A case study from Thailand(2024-01-01); ; 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.