|
THE RELATIONSHIP AMONG PERCEIVED VALUE, CUSTOMER SATISFACTION AND LOYLATY OF CHINESE TOURIST SHOPPING IN BANGKOK: A CASE OF KING POWER DOWNTOWN COMPLEX |
|---|---|
| รหัสดีโอไอ | |
| Creator | Zhiqi Yang |
| Title | THE RELATIONSHIP AMONG PERCEIVED VALUE, CUSTOMER SATISFACTION AND LOYLATY OF CHINESE TOURIST SHOPPING IN BANGKOK: A CASE OF KING POWER DOWNTOWN COMPLEX |
| Publisher | University of the Thai Chamber of Commerce |
| Publication Year | 2563 |
| Journal Title | UTCC International Journal of Business and Economics |
| Journal Vol. | 12 |
| Journal No. | 1 |
| Page no. | 69-86 |
| Keyword | RELATIONSHIP, value, customer satisfaction, loyalty, chinese tourist, shopping, Bangkok, King Power Downtown Complex |
| URL Website | http://ijbejournal.com/ |
| Website title | ijbejournal |
| ISSN | 1906-5582 (paper) |
| Abstract | Objective - The main objective of this research was to test the relationship among perceived value, shopping satisfaction and loyalty in shopping tourism by studying shopping behavior of Chinese tourists in Bangkok King Power Downtown Complex. Shopping tourism is the most important part of tourism industry. It is clearly understood that shopping tourism industry can improve competitive advantage and get sustainable profit through tourism industry in Thailand.Methodology - A quantitative study was adopted for collecting data. The 400 primary data was collected by giving Chinese tourists filling out questionnaire between 15 August and 15 September 2015. The data analysis of this research is descriptive, correlation analysis, confirmatory factor analysis and structural equation modeling analysis methodology.Finding - The result found that the perceived value positively affected on customer satisfaction, the customer satisfaction positively affected on customer loyalty, and the perceived value positively affected which mediated by customer satisfaction on customer loyalty.Implication and recommendation - Based on the findings and the objectives of this research, we can find out the approaches to facilitate Chinese tourists' perceived value, improve shopping satisfaction and customer loyalty in Bangkok. This is detailed approaches as follows: reducing perceived risk; enhancing communication and setting readable information; expanding the variety of brand; promoting Bangkok as an attractive travel destination. |
