Causal Model Development of The Service Quality on Online Platform’s Purchasing Decorations Products in Thailand
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Abstract
The research aims were (1) to study the factors influence of the service quality in the decorations purchasing through online platform. (2) to analyze influence of the cause of the variables on the dependent variable and (3) to develop the service quality model of the decorations purchasing through online platforms. This research is a mixed method, a qualitative research and a quantitative research. By surveying the opinions of jewelry buyers through online platforms 420 samples, collecting primary data from interviews and questionnaires to test with theoretical models obtained from literature reviews. Use the Structural Equation Modeling (SEM) analysis in Causal Relationships. The results of the research showed that Strategic Customer Relationship Management (CRM) has a positive direct influence on Service Quality and Strategic Marketing Mix 7p’s have a direct positive influence on Service Quality. And important for Customer Satisfaction and Brand Loyalty, Service Quality, Customer Based Brand Equity has a direct positive influence on Service Quality. And Marketing Performance can reflect the needs and expectations of the brand including affecting the service quality in online businesses and Strategic Customer Relationship Management (CRM), Strategic Marketing Mix 7p’s has an indirect influence on customer satisfaction and brand loyalty. Service quality has a direct positive influence on the Marketing Performance. And has indirect influence on the Strategic Customer Relationship Management (CRM), Strategic Marketing Mix 7p’s and Customer Based Brand Equity, Service quality affects to customer satisfaction and brand loyalty, reflecting market performance in terms of efficiency to customers.
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เว็บไซต์
สำนักงานพัฒนาธุรกรรมทางอิเล็กทรอนิกส์. รายงานผลการสำรวจพฤติกรรมผู้ใช้อินเทอร์เน็ตในประเทศไทย ปี ๒๕๖๑. [ออนไลน์]. แหล่งที่มา: https://www.etda.or.th/publishing-detail/thailand-internet-user-profile-2018.html.
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