The Influence of Management Innovation, Electronic Service Quality, Trust, and Brand Equity on Behavior of Online Travel Agency Customers in Thailand.
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Published:
Apr 2, 2020
Keywords:
Management Innovation Electronic Service Quality Trust Brand Equity and Customer Behavior of Online Travel Agencies
Main Article Content
Abstract
The objectives of this research were to: 1. study the levels of management innovation, electronic service quality, trust, brand equity, and behavior of online travel agency customers in Thailand; and 2. examine influences of management innovation, electronic service quality, trust, and brand equity on behavior of online travel agency customer in Thailand. This research employed quantitative methods. The sample consisted of 420 customers who used services of online travel agencies in Thailand. They were selected by multi-stage sampling. The sample size was determined based on 20 times the observed variables. Data were collected via the use of a questionnaire and were analyzed using a structural equation model. The research findings indicated that: 1. management innovation, electronic service quality, and brand equity were rated at a moderate level whereas trust and behavior of online travel agency customers in Thailand were rated at a high level; 2.) innovation management, electronic service quality, trust, and brand equity had an influence on behavior of online travel agency customers in Thailand at a 0.05 level of statistical significance. These research findings can be used to develop a key to success for entrepreneurs of online travel agencies in Thailand. To be specific, they need to focus on the development of management innovation and outstanding services to establish trust with customers.
Article Details
Section
Research Articles
บทความที่ปรากฏในวารสารนี้ เป็นความรับผิดชอบของผู้เขียน ซึ่งสมาคมนักวิจัยไม่จำเป็นต้องเห็นด้วยเสมอไป การนำเสนอผลงานวิจัยและบทความในวารสารนี้ไปเผยแพร่สามารถกระทำได้ โดยระบุแหล่งอ้างอิงจาก "วารสารสมาคมนักวิจัย"
References
References
Ahmad, H., Kartin, D., & Anindita, R. (2016). Developing Conceptual Model for Online Shopping Attitude in Indonesia: Based on the Diffusion of Innovations Theory. International Journal of Economics, Commerce and Management, VI(6), 560-581.
Brunello, A. (2014). Customer-based brand equity–an innovative approach. The yearbook of the “GH. Zane” Institute of Economic Researches, 23(1), 73-81.
Chang, M.K., & Cheung, W. (2005). Online Trust Production: Interactions among Trust Building Mechanisms. In Proceedings on the 38th Hawaii International Conference on System Sciences, January 3-6, Waikoloa, Hawaii.
De Canniére, M., De Pelsmacker, P., & Geuens, M. (2010). Relationship Quality and Purchase Intention and Behavior: The Moderating Impact of Relationship Strength. Journal of Business and Psychology, 25(1), 87-98.
Hanaysha, J., & Hilman, H. (2015). Product Innovation as a Key Success Factor to Build Sustainable Brand Equity. Management Science Letters, 5(1), 567–576
Hung, Y. H., Huang, M. L., & Chen, K. S. (2003). Service Quality Evaluation by Service Quality Performance Matrix. Total Quality Management & Business Excellence, 14(1), 79-89.
Jalilvanda, M., Esfahani, S., & Samiei, N. (2011). Electronic word-of-mouth: challenges and opportunities. Procedia Computer Science, 3(1), 42–46.
Kim, J., & Forsythe, S. (2008). Adoption of Virtual Try-on Technology for Online Apparel Shopping. Journal of Interactive Marketing, 22(2), 45-59.
Kotler, P., & Keller, K. (2006). Marketing Management. (12th ed.). Prentice Hall, Upper Saddle River.
Lee, G., & Lin, H. (2005). Customer perceptions of e-service quality in online shopping. International Journal of Retail and Distribution Management, 33(2), 161–176.
Lee, H.Y., Ahn, H., & Han, I. (2006). Analysis of trust in the e-commerce adoption. Proceedings of the 39th Hawaii International Conference on System Sciences, Big Island, HI.
Leonnard, S.E., Comm, M., & Thung, F. (2017). The Relationship of Service Quality, Word-of mouth, and Repurchase Intention in Online Transportation Services. Journal of Process Management – New Technologies, International, 5(4), 30-40.
Liao, Y. (2015). The role of Trust on Brand Loyalty and Brand Equity. Technology, Innovation and Industrial Management, 1(1), 603-612.
Lin, C., & Lekhawipat, W. (2014). Factors affecting online repurchase intention. Industrial Management & Data Systems, 114(4), 597-611.
Mashhadiabdol, M., Sajadi, S.M., & Talebi, K. (2014). Analysis of the gap between customers’ perceptions and employees’ expectations of service quality based on fuzzy SERVQUAL logic (case study: Mofid children’s hospital in Tehran, Iran). International Journal of Services and Operations Management, 17(2), 119-141.
Mekovec, R., Bubaš, G., & Vrþek, N. (2007). A Method for Improvement of Objectivity of E-Service Quality Evaluation. Journal of Information and Organizational Sciences, 31(2), 15-27.
Nemati, A. R., Khan, K., & Iftikhar, M. (2010). Impact of Innovation on Customer Satisfaction and Brand Loyalty, A Study of Mobile Phones users in Pakistan. European Journal of Social Sciences, 16(2), 299-306.
Ogunnaike, O., Kehinde, O. J., Omoyayi, O., Popoola, O., & Amoruwa, A. (2017). Conceptualization of the Relationship between Brand Equity and Purchase Behavior. International Review of Management and Marketing, 7(2), 403-408.
Pavlou, P., & Fygenson, M. (2006). Understanding and Predicting Electronic Commerce Adoption: an Extension of the Theory of Planned Behavior. MIS Quarterly, 30(1), 115-143.
Rios, R. E. (2010). Sources of Brand Equity for Online Companies, Journal of Research in Interactive Marketing, 4(3), 214-240.
Romadhoni, B., Hadiwidjojo, D., Noermijati, & Aisjah, S. (2015). Relationship between E-Service Quality, E-Satisfaction, E-Trust, E-Commitment in Building Customer E-Loyalty: A Literature Review. International Journal of Business and Management Invention, 4(2), 1-9.
Santos, J. (2003). E-service quality: a model of virtual service quality dimensions. Management Service Quality, 13(3), 233–246.
Shriedeh, F. B., & Ghani, N. H. A. (2016). Innovation’s Effect on Brand Equity: Insights from Medical Tourists. Asian Economic and Social Society, 6(8), 176-184.
Siddiqi, K. O. (2011). The Drivers of Customer Loyalty to Retail Banks: An Empirical Study in Bangladesh. Industrial Engineering Letters, 1(1), 40-55
Silitonga, R., & Setiawati, M. (2018). Assessment of managerial innovation in manufacturing company. Journal of Proceedings Series, 3(1), 130-136.
Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). Consumer Trust, Value, and Loyalty in Relational Exchanges. Journal of Marketing, 66(1), 15-37.
Spais, G., & Vasileiou, K. (2006). Path Modeling The Antecedent Factors To Consumer Repurchase Intentions For Advanced Technological Food Products: Some Correlations Between Selected Factor Variables. Journal of Business Case Studies, 2(2), 45-71.
Sultan, P., & Wong, H. (2014). An integrated-process model of service quality, institutional brand and behavioural intentions: The case of a University. Managing Service Quality, 24(5), 487-521,
Tajeddini, K. (2010). Effect of customer orientation and entrepreneurial orientation on innovativeness: Evidence from the hotel industry in Switzerland. Tourism Management, 31(2), 221-231.
Thanh, L. M. (2015). Building Trust on the Online Review Site of Trip Advisor: The Cases of Top Ranked Hotels in Ho Chi Minh City, Vietnam. Global Review of Research in Tourism, Hospitality and Leisure Management (GRRTHLM) an Online International Research Journal (ISSN: 2311-3189), 1(2), 318-338.
Vermeulen, P.A.M., O’Shaughnessy K.C., & De Jong, J.P.J. (2003), Innovation in SMEs: An Empirical Investigation of the Input-Throughput-Output-Performance Model, EIM, Zoetermeer.
Wijoseno, J., & Ariyanti, M. (2015). Perceived Factors Influencing Consumer Trust and Its Impact on Online Purchase Intention in Indonesia. International Journal of Science and Research, 6(8), 961-968.
Yalcinkaya, G., Calantone, R., & Griffith, D. (2007). An Examination of Exploration and Exploitation Capabilities: Implications for Product Innovation and Market Performance. Journal of International Marketing: December 2007, 15(4), 63-93
Yan, H., & Leang, S. (2017). The Effect of Service Quality and Consumer Relationship Quality on Cash Express Providers: An Evidence from Combodia’s Regional. Journal of Business and Management, 9(14), 126-134.
Zhang, J., Jiang, Y., Shabbir, R., & Du, M. (2015). Building industrial brand equity by leveraging firm capabilities and co-creating value with customers, Industrial Marketing Management, 51(1), 47-58.
Ahmad, H., Kartin, D., & Anindita, R. (2016). Developing Conceptual Model for Online Shopping Attitude in Indonesia: Based on the Diffusion of Innovations Theory. International Journal of Economics, Commerce and Management, VI(6), 560-581.
Brunello, A. (2014). Customer-based brand equity–an innovative approach. The yearbook of the “GH. Zane” Institute of Economic Researches, 23(1), 73-81.
Chang, M.K., & Cheung, W. (2005). Online Trust Production: Interactions among Trust Building Mechanisms. In Proceedings on the 38th Hawaii International Conference on System Sciences, January 3-6, Waikoloa, Hawaii.
De Canniére, M., De Pelsmacker, P., & Geuens, M. (2010). Relationship Quality and Purchase Intention and Behavior: The Moderating Impact of Relationship Strength. Journal of Business and Psychology, 25(1), 87-98.
Hanaysha, J., & Hilman, H. (2015). Product Innovation as a Key Success Factor to Build Sustainable Brand Equity. Management Science Letters, 5(1), 567–576
Hung, Y. H., Huang, M. L., & Chen, K. S. (2003). Service Quality Evaluation by Service Quality Performance Matrix. Total Quality Management & Business Excellence, 14(1), 79-89.
Jalilvanda, M., Esfahani, S., & Samiei, N. (2011). Electronic word-of-mouth: challenges and opportunities. Procedia Computer Science, 3(1), 42–46.
Kim, J., & Forsythe, S. (2008). Adoption of Virtual Try-on Technology for Online Apparel Shopping. Journal of Interactive Marketing, 22(2), 45-59.
Kotler, P., & Keller, K. (2006). Marketing Management. (12th ed.). Prentice Hall, Upper Saddle River.
Lee, G., & Lin, H. (2005). Customer perceptions of e-service quality in online shopping. International Journal of Retail and Distribution Management, 33(2), 161–176.
Lee, H.Y., Ahn, H., & Han, I. (2006). Analysis of trust in the e-commerce adoption. Proceedings of the 39th Hawaii International Conference on System Sciences, Big Island, HI.
Leonnard, S.E., Comm, M., & Thung, F. (2017). The Relationship of Service Quality, Word-of mouth, and Repurchase Intention in Online Transportation Services. Journal of Process Management – New Technologies, International, 5(4), 30-40.
Liao, Y. (2015). The role of Trust on Brand Loyalty and Brand Equity. Technology, Innovation and Industrial Management, 1(1), 603-612.
Lin, C., & Lekhawipat, W. (2014). Factors affecting online repurchase intention. Industrial Management & Data Systems, 114(4), 597-611.
Mashhadiabdol, M., Sajadi, S.M., & Talebi, K. (2014). Analysis of the gap between customers’ perceptions and employees’ expectations of service quality based on fuzzy SERVQUAL logic (case study: Mofid children’s hospital in Tehran, Iran). International Journal of Services and Operations Management, 17(2), 119-141.
Mekovec, R., Bubaš, G., & Vrþek, N. (2007). A Method for Improvement of Objectivity of E-Service Quality Evaluation. Journal of Information and Organizational Sciences, 31(2), 15-27.
Nemati, A. R., Khan, K., & Iftikhar, M. (2010). Impact of Innovation on Customer Satisfaction and Brand Loyalty, A Study of Mobile Phones users in Pakistan. European Journal of Social Sciences, 16(2), 299-306.
Ogunnaike, O., Kehinde, O. J., Omoyayi, O., Popoola, O., & Amoruwa, A. (2017). Conceptualization of the Relationship between Brand Equity and Purchase Behavior. International Review of Management and Marketing, 7(2), 403-408.
Pavlou, P., & Fygenson, M. (2006). Understanding and Predicting Electronic Commerce Adoption: an Extension of the Theory of Planned Behavior. MIS Quarterly, 30(1), 115-143.
Rios, R. E. (2010). Sources of Brand Equity for Online Companies, Journal of Research in Interactive Marketing, 4(3), 214-240.
Romadhoni, B., Hadiwidjojo, D., Noermijati, & Aisjah, S. (2015). Relationship between E-Service Quality, E-Satisfaction, E-Trust, E-Commitment in Building Customer E-Loyalty: A Literature Review. International Journal of Business and Management Invention, 4(2), 1-9.
Santos, J. (2003). E-service quality: a model of virtual service quality dimensions. Management Service Quality, 13(3), 233–246.
Shriedeh, F. B., & Ghani, N. H. A. (2016). Innovation’s Effect on Brand Equity: Insights from Medical Tourists. Asian Economic and Social Society, 6(8), 176-184.
Siddiqi, K. O. (2011). The Drivers of Customer Loyalty to Retail Banks: An Empirical Study in Bangladesh. Industrial Engineering Letters, 1(1), 40-55
Silitonga, R., & Setiawati, M. (2018). Assessment of managerial innovation in manufacturing company. Journal of Proceedings Series, 3(1), 130-136.
Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). Consumer Trust, Value, and Loyalty in Relational Exchanges. Journal of Marketing, 66(1), 15-37.
Spais, G., & Vasileiou, K. (2006). Path Modeling The Antecedent Factors To Consumer Repurchase Intentions For Advanced Technological Food Products: Some Correlations Between Selected Factor Variables. Journal of Business Case Studies, 2(2), 45-71.
Sultan, P., & Wong, H. (2014). An integrated-process model of service quality, institutional brand and behavioural intentions: The case of a University. Managing Service Quality, 24(5), 487-521,
Tajeddini, K. (2010). Effect of customer orientation and entrepreneurial orientation on innovativeness: Evidence from the hotel industry in Switzerland. Tourism Management, 31(2), 221-231.
Thanh, L. M. (2015). Building Trust on the Online Review Site of Trip Advisor: The Cases of Top Ranked Hotels in Ho Chi Minh City, Vietnam. Global Review of Research in Tourism, Hospitality and Leisure Management (GRRTHLM) an Online International Research Journal (ISSN: 2311-3189), 1(2), 318-338.
Vermeulen, P.A.M., O’Shaughnessy K.C., & De Jong, J.P.J. (2003), Innovation in SMEs: An Empirical Investigation of the Input-Throughput-Output-Performance Model, EIM, Zoetermeer.
Wijoseno, J., & Ariyanti, M. (2015). Perceived Factors Influencing Consumer Trust and Its Impact on Online Purchase Intention in Indonesia. International Journal of Science and Research, 6(8), 961-968.
Yalcinkaya, G., Calantone, R., & Griffith, D. (2007). An Examination of Exploration and Exploitation Capabilities: Implications for Product Innovation and Market Performance. Journal of International Marketing: December 2007, 15(4), 63-93
Yan, H., & Leang, S. (2017). The Effect of Service Quality and Consumer Relationship Quality on Cash Express Providers: An Evidence from Combodia’s Regional. Journal of Business and Management, 9(14), 126-134.
Zhang, J., Jiang, Y., Shabbir, R., & Du, M. (2015). Building industrial brand equity by leveraging firm capabilities and co-creating value with customers, Industrial Marketing Management, 51(1), 47-58.