The Effects of Perceived Value on Customer Advocacy of Luxury Fashion Products in Bangkok Metropolitan
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Abstract
This study aims to investigate: (1) the impact of perceived customer value toward customer satisfaction, complaint handling, and brand loyalty; (2) the impact of customer satisfaction on complaint handling and brand loyalty; (3) the impact of compliant handling on brand loyalty and customer advocacy; and (4) the impact of brand loyalty on customer advocacy. This study was a mixed-method study. The qualitative data was collected through in-depth interviews with 16 business operators and customers of luxury fashion brands in Bangkok, whereas quantitative data was collected through questionnaires distributed to 500 customers of luxury fashion products in Bangkok. Data analysis was conducted by using structural equation modeling (SEM) with specialized statistical computer software. The findings of the study revealed that: (1) perceived customer value has a positive influence on customer satisfaction; however, it doesn’t have a statistically significant effect on complaint handling and brand loyalty. (2) Customer satisfaction positively affects complaints handling and brand loyalty. (3) Compliant handling positively impacts customer advocacy but does not have a statistically significant effect on brand loyalty. (4) Finally, brand loyalty has a positive influence on customer advocacy.
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References
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