Determinants of Satisfaction and Loyalty with Thai Spa Products of Chinese in Deyang City of China with Travel Experience to Thailand
รหัสดีโอไอ
Creator Jianan Li
Title Determinants of Satisfaction and Loyalty with Thai Spa Products of Chinese in Deyang City of China with Travel Experience to Thailand
Publisher Assumption University Press
Publication Year 2567
Journal Title The Scholar: Human Sciences
Journal Vol. 16
Journal No. 3
Page no. 162-171
Keyword Perceived Quality, Loyalty, Spa Products, Consumers Behavior
URL Website http://www.assumptionjournal.au.edu/index.php/Scholar/article/view/7663
Website title The Scholar: Human Sciences
ISSN 2586 - 9388
Abstract Purpose: This study aims to determine the determinants of satisfaction and loyalty with Thai spa products of Chinese in Deyang city of China with travel experience to Thailand. The conceptual model consists of emotional value, perceived quality, perceived value, social value, functional value, satisfaction, and loyalty. Research design, data, and methodology: The research methodology employed a quantitative approach, involving the distribution of a questionnaire to a sample of 500 Chinese individuals who possessed travel experience in Thailand and had purchased Thai spa products from CYTS stores located in Jingyang District and Luojiang District. Prior to disseminating the questionnaire, content validity and reliability were conducted using Item-Objective Congruence and a pilot test of Cronbach's Alpha. The sampling strategies are judgmental, quota, and convenience sampling methods. Data analysis procedures included the utilization of Confirmatory Factor Analysis and Structural Equation Modeling. Results: The findings showed that perceived value and functional value significantly impact satisfaction. Furthermore, satisfaction has a positive and significant effect on loyalty. However, emotional value, perceived quality, and social value have no significant impact on satisfaction. Conclusions: These findings hold practical implications for businesses operating in the Thai spa product industry, suggesting that efforts to improve customer satisfaction and customer loyalty.
graduate school of business and advanced technology management

บรรณานุกรม

EndNote

APA

Chicago

MLA

ดิจิตอลไฟล์

Digital File
DOI Smart-Search
สวัสดีค่ะ ยินดีให้บริการสอบถาม และสืบค้นข้อมูลตัวระบุวัตถุดิจิทัล (ดีโอไอ) สำนักการวิจัยแห่งชาติ (วช.) ค่ะ