Japanese Service Components Affecting Customer-based Brand Equity: The Mediating Role of Customer Satisfaction (A Case of Thai Consumers)
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Abstract
Japan has become world-famous for its customer service. However, customers in different cultures may have dissimilar perceptions of service quality. This study aims to investigate the Japanese service components and determine its empirical effects on brand equity which mediate by customer satisfaction.
Qualitative data were collected through in-depth interviews with 20 Japanese for exploring Japanese service components and developing the questionnaire. Data was collected from 434 Japanese respondents for confirming Japanese service components by using exploratory and confirmatory factor analysis. The finding indicated that Japanese service components consist of system, technology, staff ability, staff spirit, and place. Data was collected from 400 Thai respondents for investigating Japanese service components affecting brand equity which mediate by customer satisfaction by using path analysis. The finding indicated that staff ability, staff spirit, and place have an effect on brand equity through customer satisfaction, but system and technology have no effect on brand equity.
Article Details
บทความที่ปรากฏในวารสารนี้ เป็นความรับผิดชอบของผู้เขียน ซึ่งสมาคมนักวิจัยไม่จำเป็นต้องเห็นด้วยเสมอไป การนำเสนอผลงานวิจัยและบทความในวารสารนี้ไปเผยแพร่สามารถกระทำได้ โดยระบุแหล่งอ้างอิงจาก "วารสารสมาคมนักวิจัย"
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