รหัสดีโอไอ 10.14456/abacj.2022.9
Creator Puncharat Borirakcharoenkit
Title The Influence of Savings for Investment as a Moderator Variable between Customer Equity and Behavioral Loyalty of Thai Investors
Contributor Sasiwemon Sukahbot, Idsaratt Rinthaisong, Nimit Soonsan
Publisher Assumption University
Publication Year 2022
Journal Title ABAC Journal
Journal Vol. 42
Journal No. 2
Page no. 151-171
Keyword Moderator, Customer Equity, Behavioral Loyalty
URL Website http://www.abacjournal.au.edu
Website title ABAC JOURNAL
ISSN 0858-0855
Abstract This study aimed to explore how saving for investment affects the relationship between customer equity and behavioral loyalty among stock market investors in Thailand. The study used quantitative research. The sample used, was comprised of 1208 investors in Thailand. Data were collected via questionnaires distributed via mail. Data were analyzed using multi-group structural equation modeling. The findings indicated an adequate fit between the measurement and the equation model. Therefore, this result can be used in the test for the invariability of the structural model. Results showed that for the group of investors with an amount of savings for investment of more than 5 million Baht, the proposed model satisfactorily accounts for any variation in terms of explaining behavioral loyalty (R2 = 0.028). The findings for this group indicated that customer equity significantly and positively affected behavioral loyalty (β = 0.870). For the group with an amount of savings for investment of less than 5 million Baht, the proposed model satisfactorily accounted for any variation in terms of explaining consumer loyalty (R2 = 0.093). The findings for this group also indicated that customer equity significantly and positively influenced behavioral loyalty (β = 0.795).
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Puncharat Borirakcharoenkit และ Sasiwemon Sukahbot; Idsaratt Rinthaisong; Nimit Soonsan. (2022) The Influence of Savings for Investment as a Moderator Variable between Customer Equity and Behavioral Loyalty of Thai Investors. ABAC Journal, 42(2), 151-171.
Puncharat Borirakcharoenkit และ Sasiwemon Sukahbot; Idsaratt Rinthaisong; Nimit Soonsan. "The Influence of Savings for Investment as a Moderator Variable between Customer Equity and Behavioral Loyalty of Thai Investors". ABAC Journal 42 (2022):151-171.
Puncharat Borirakcharoenkit และ Sasiwemon Sukahbot; Idsaratt Rinthaisong; Nimit Soonsan. The Influence of Savings for Investment as a Moderator Variable between Customer Equity and Behavioral Loyalty of Thai Investors. Assumption University:ม.ป.ท. 2022.