แจ้งเอกสารไม่ครบถ้วน, ไม่ตรงกับชื่อเรื่อง หรือมีข้อผิดพลาดเกี่ยวกับเอกสาร ติดต่อที่นี่ ==>
หากไม่มีอีเมลผู้รับให้กรอก thailis-noc@uni.net.th
หากไม่มีอีเมลผู้รับให้กรอก thailis-noc@uni.net.th
Kean, Channtreavatey. Factors positively affecting customer loyalty: a case study of Shinta Mani Hotels at Siem Reap in Cambodia. Master's Degree(Business Administration). Bangkok University. Library and Learning Space. : Bangkok University, 2018.
Factors positively affecting customer loyalty: a case study of Shinta Mani Hotels at Siem Reap in Cambodia
Name: Kean, Channtreavatey
LCSH:
Customer loyalty
-- Cambodia
LCSH:
Consumer satisfaction
-- Cambodia
LCSH:
Brand loyalty
-- Cambodia
LCSH:
Hospitality industry
-- Marketing
Abstract:
This study investigated the positive influence of price, promotion, location, tangible service quality, intangible service quality, brand equity, and satisfaction towards customer loyalty by selecting Shinta Mani Hotels at Siem Reap in Cambodia as a case study. The total of 220 usable survey questionnaires was collected from the repeating customers of Shinta Mani Hotels during August to October 2017. Descriptive statistics including frequency, percentage, mean, standard deviation; and multiple regression analysis were conducted to test the research framework. Remarkable information from the analysis of multiple regression at .01 level of significant revealed that intangible service quality (β = 0.490) was the most effective factor which had positive impact toward satisfaction than other factors, followed by tangible service quality, price and location and promotion respectively. Moreover, satisfaction (β = 0.696) played an important moderating role on enhance customer loyalty intention. It was found that satisfaction worked better than brand equity to impact positively on customer loyalty. The result also found that price, location, tangible service quality and intangible service quality had positive influence on customer satisfaction. Same way, brand equity and satisfaction certainly had strong influence on customer loyalty as well according to the equation result. Finally, managerial implications and suggestions for future researches were also discussed.
Bangkok University. Library and Learning Space
Address:
BANGKOK
Email:
library@bu.ac.th
Name: Penjira Kanthawongs
Role:
Advisor of thesis
Created:
2018
Modified:
2564-08-27
Issued:
2021-01-28
วิทยานิพนธ์/Thesis
application/pdf
CallNumber:
Thesis K426F 2018 BU
eng
DegreeName: Master of Business Administration
Level: Master's Degree
Descipline: Business Administration
Grantor: Bangkok University
©copyrights Bangkok University
RightsAccess:
ใช้เวลา
0.036275 วินาที
Kean, Channtreavatey
| Title | Contributor | Type |
|---|---|---|
| Factors positively affecting customer loyalty: a case study of Shinta Mani Hotels at Siem Reap in Cambodia
มหาวิทยาลัยกรุงเทพ Kean, Channtreavatey | Penjira Kanthawongs | วิทยานิพนธ์/Thesis |
Penjira Kanthawongs
| Title | Creator | Type and Date Create |
|---|---|---|
| Factors positively affecting customer loyalty: a case study of Shinta Mani Hotels at Siem Reap in Cambodia
มหาวิทยาลัยกรุงเทพ Penjira Kanthawongs | Kean, Channtreavatey | วิทยานิพนธ์/Thesis |
| Factors positively affecting purchase behavior of coffee consumers in Wattana District in Bangkok
มหาวิทยาลัยกรุงเทพ Penjira Kanthawongs;Nittana Tarnittanakorn | Jelison, Godiya Jis | วิทยานิพนธ์/Thesis |
| The study of social media marketing, influencer marketing, and service marketing mix, affecting purchase behavior of online food services of customers in Bangkok Metropolitan area
มหาวิทยาลัยกรุงเทพ Penjira Kanthawongs;Suthinan Pomsuwan | Sasirapat Roobsawangkullapong | วิทยานิพนธ์/Thesis |