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THE RELATIONSHIP AMONG SOCIAL ENVIRONMENT, PERCEIVED VALUE, CUSTOMER SATISFACTION AND REPURCHASE INTENTION IN ICE CREAM FRANCHISE |
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| รหัสดีโอไอ | |
| Creator | Zhenyi Qin |
| Title | THE RELATIONSHIP AMONG SOCIAL ENVIRONMENT, PERCEIVED VALUE, CUSTOMER SATISFACTION AND REPURCHASE INTENTION IN ICE CREAM FRANCHISE |
| Contributor | Panita Surachaikulwattana |
| Publisher | University of the Thai Chamber of Commerce |
| Publication Year | 2562 |
| Journal Title | UTCC International Journal of Business and Economics |
| Journal Vol. | 11 |
| Journal No. | 3 |
| Page no. | 75-98 |
| Keyword | ice cream franchise, social environment, perceived value, customer satisfaction, repurchase intention |
| URL Website | http://ijbejournal.com/ |
| Website title | ijbejournal |
| ISSN | 1906-5582 (paper) |
| Abstract | Customers are a significant component of business activities. Customer repurchase is good news for business and customer satisfaction is an important factor that affects repurchase. This research aimed to explore the relationship among social environment, perceived value, customer satisfaction and repurchase intention in ice cream franchise. The primary data used in the study was collected through the use of a questionnaire as a tool. Data was collected in Bangkok, Thailand and the sample size of this paper is 400. The Structure Equation Modeling ( SEM) is used to examine the hypothesis, and the structure relationship among social environment, perceived value, customer satisfaction and repurchase intention was analyzed using the AMOS program. The finding presents that social environment is positively related to customer satisfaction and repurchase intention. Perceived value affects customer satisfaction and repurchase intention. Also, there is positive relationship between customer satisfaction and repurchase intention. Therefore, customer perceived value is more significantly related to customer satisfaction and repurchase intention. The result of this research provides information to ice cream franchise, suggesting that cafe format ice cream franchise can improve social environment, provide good service and product to meet customer satisfaction and attract customer repurchase. |
