แบบจำลองความสัมพันธ์ระหว่างการสร้างประสบการณ์ลูกค้า กับการสนับสนุนแบรนด์ของอุตสาหกรรมเครื่องสำอางในประเทศไทย
Article Sidebar
เผยแพร่แล้ว:
พ.ค. 4, 2021
คำสำคัญ:
ประสบการณ์ของลูกค้า การสนับสนุนแบรนด์ อุตสาหกรรมเครื่องสำอางไทย
Main Article Content
บทคัดย่อ
การศึกษาแบบจำลองความสัมพันธ์ระหว่างการสร้างประสบการณ์ลูกค้ากับการสนับสนุนแบรนด์ของอุตสาหกรรมเครื่องสำอางในประเทศไทย มีวัตถุประสงค์เพื่อศึกษาอิทธิพลของปัจจัยการสร้างประสบการณ์ลูกค้าที่ส่งผลต่อการสนับสนุนแบรนด์ของอุตสาหกรรมเครื่องสำอางในประเทศไทย โดยกระบวนการวิจัยเชิงปริมาณ ที่เก็บข้อมูลจากธุรกิจเครื่องสำอางในประเทศไทยที่มีการทำการตลาดออนไลน์อย่างเต็มรูปแบบ จำนวน 420 ตัวอย่าง และทำการวิเคราะห์สมการโครงสร้างเพื่ออธิบายผลความสัมพันธ์หรืออิทธิพลของตัวแปรที่เกิดขึ้น
ผลการศึกษาพบว่า การสร้างประสบการณ์ลูกค้ามีอิทธิพลต่อการสนับสนุนแบรนด์ นอกจากนี้พบว่าการตลาดแบบแรงดึงดูด การตลาดดิจิทัล การตลาดแบบเกม การสร้างแบรนด์ที่จริงใจ มีอิทธิพลต่อการสร้างประสบการณ์ลูกค้า ขณะที่การตลาดแบบแรงดึงดูดและการสร้างแบรนด์ที่จริงใจมีอิทธิพลต่อการสนับสนุนแบรนด์
Article Details
ประเภทบทความ
บทความวิจัย
บทความที่ปรากฏในวารสารนี้ เป็นความรับผิดชอบของผู้เขียน ซึ่งสมาคมนักวิจัยไม่จำเป็นต้องเห็นด้วยเสมอไป การนำเสนอผลงานวิจัยและบทความในวารสารนี้ไปเผยแพร่สามารถกระทำได้ โดยระบุแหล่งอ้างอิงจาก "วารสารสมาคมนักวิจัย"
เอกสารอ้างอิง
กัลยา วาณิชย์บัญชา. (2558). การวิเคราะห์สถิติขั้นสูงด้วย SPSS for Windows. กรุงเทพฯ: สามลดา.
ธนาคารกรุงไทย (2560) . ตลาดเครื่องสำอางค์. ค้นเมื่อ 5 สิงหา https://sme.krungthai.com/sme/productListAction.action?command=getDetail&cateMenu=KNOWLEDGE&cateId=32&itemId=60
Abidin, C. (2016). Please subscribe!: influencers, social media, and the commodification of everyday life. Sociology.
Adobe. (2016). Digital Trends for 2016. Retrieved August 5, 2018, from https://offers.adobe.com/content/dam/offermanager/en/uk/marketing/wp/Adobe_Econsultancy_Digital_Trends_2016.pdf
Baumann, C., Elliot, G., & Hamin, H. (2011). Modelling customer loyalty in financial services - A hybrid of formative and reflective constructs. International Journal of Bank Marketing, 9 (3), 247-267
Bezhovski, Z. (2015). Inbound Marketing - A New Concept In Digital Business. International Scientific Conference of the Romanian, German University of Sibiu, 27-34.
Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2006). Consumer Behavior. 10th edition, South Western: Thomson Learning.
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73, 52-68.
Buttle, F., & Burton, J. (2002). Does service failure influence customer loyalty? Journal of Consumer Behavior, 1 (3), 217-227.
Coviello, N., Milley, R. and Marcolin, B. (2001). Understanding IT-enabled interactivity in contemporary marketing. Journal of Interactive Marketing, 15 (4), 18-33.
Csikszentmihalyi, M. (1998). Finding Flow: The Psychology of Engagement with Everyday Life. New York: Basic Books.
Dabholkar, P., Dayle, T., & Joseph, R. (1996). A measure of service quality for retail stores: scale development and validation. Journal of the Academy of Marketing Sciences, 24 (1), 3-16.
Delgado-Ballester, E. (2004). Applicability of a brand trust scale across product categories: A multigroup invariance analysis. European Journal of Marketing. 38 (5/6), 573-92.
Eggers, F., Kraus, S., Hughes, M., Laraway, S., & Snycerski, S. (2013). Implications of customer and entrepreneurial orientations for SME growth. Management Decision, 51 (3).
Ehrlich, S. (2013). The Age of Influencers: How to Engage Influencers to Amplify Your PR Program. Retrieved January 3, 2019, from https://www.bulldogreporter.com/the-age-of-influencers-how-to- engage-influencers-to-amplify-your-pr/
Gentile, C., Spiller, N., & Noci, G. (2007). How to sustain the customer experience: An overview of experience components that co-create value with the customer. European Management Journal, 25 (5), 395-410.
Geyskens, I., Jan-Benedict, E., Steenkamp, M., Scheer, L. & Kumar, N. (1996). The effects of trust and interdependence on relationship commitment: a transatlantic study. International Journal of Research in Marketing, 13 (4), 303-317.
Gupta, P., Laddha, S., & Singh, S. (2017). Brand Advocacy and Brand Bonding: New Parameters in Consumer Purchase Decision Journey in the Digital World. SIES Journal of Management, 13 (1), 89-100.
Ha, Youl. H., & Perks, H. (2005). Effects of Consumer Perceptions of Brand Experience on The Web: Brand Familiarity, Satisfaction and Brand Trust. Journal of Consumer Behaviour, 4 (6), 438- 42.
Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis. (5th ed.). Upper Saddle River, New Jersey: Prentice Hall.
Holbrook, M. B. (2000). The Millennial Consumer in the Texts of Our Times: Experience and Entertainment. Journal of Macro Marketing, 20 (2), 178-192.
Hsieh, A. T., & Li, C. K. (2008). The moderating effect of brand image on public relations perception and customer loyalty. Marketing Intelligency & Planning, 26 (1), 26-42.
Klaus, P., & Maklan, S. (2012). EXQ: A Multiple Scale for Assessing Service Experience. Journal of Service Management, 23 (1), 5-33.
Klaus, P., & Maklan, S. (2013). Towards a Better Measure of Customer Experience. International Journal of Market Research, 55 (2), 227-246.
Lemke, F., Clark, M., & Wilson, J. (2011). Customer experience quality: An exploration in business and consumer contexts using repertory grid technique. Journal of the Academy of Marketing Science, 39, 846-869.
Levitt, T. (1960). Marketing Myopia. Harvard Business Review, 38 (4), 45-56.
Lyons, B., & Henderson, K. (2005). Opinion leadership in a computer-mediated environment. Journal of Consumer Behavior, 4 (5), 319-329.
Mutyala, S. (2010). The loyalty ladder: A sideways look. Eight Leaves. Retrieved 3 January 2019 from http://www.eightleavesmedia.com/2010/04/the-loyalty-ladder-a-sideways-look/
Payne, A., Storbacka, K., & Frow, P. (2008). Managing the co-creation of value. Journal of the Academy of Marketing Science, 36, 83-96.
Pickton, D., & Masterson, R. (2010). Marketing: An introduction. United Kingdom: SAGE Publications.
Rhoden, M. (2011). Cultivating customer advocates: more than satisfaction and loyalty. Peppers & Rogers Group white paper, 21.
Ryan, D., & Jones, C. (2009). Understanding Digital Marketing: Marketing Strategies for engaging in the digital generation. London: Kogan Page Limited.
Saunders, M., Lewis, P., & Thornhill, A. (2015). Research Methods for Business Students. (5th ed.). London: Prentice Hall.
Schmitt, B. H. (1999). Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands. New York: Free Press.
Voss, C. & Zomerdijk, L. (2007). Innovation in experiential services – an empirical view, in Innovation in Services. London: DTI, 97-134.
Voss, C., Roth, A. V., & Chase, R. B. (2008). Experience, service operations strategy, and services as destinations: Foundations and exploratory investigation. Production and Operations Management, 7, 247-266.
ธนาคารกรุงไทย (2560) . ตลาดเครื่องสำอางค์. ค้นเมื่อ 5 สิงหา https://sme.krungthai.com/sme/productListAction.action?command=getDetail&cateMenu=KNOWLEDGE&cateId=32&itemId=60
Abidin, C. (2016). Please subscribe!: influencers, social media, and the commodification of everyday life. Sociology.
Adobe. (2016). Digital Trends for 2016. Retrieved August 5, 2018, from https://offers.adobe.com/content/dam/offermanager/en/uk/marketing/wp/Adobe_Econsultancy_Digital_Trends_2016.pdf
Baumann, C., Elliot, G., & Hamin, H. (2011). Modelling customer loyalty in financial services - A hybrid of formative and reflective constructs. International Journal of Bank Marketing, 9 (3), 247-267
Bezhovski, Z. (2015). Inbound Marketing - A New Concept In Digital Business. International Scientific Conference of the Romanian, German University of Sibiu, 27-34.
Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2006). Consumer Behavior. 10th edition, South Western: Thomson Learning.
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73, 52-68.
Buttle, F., & Burton, J. (2002). Does service failure influence customer loyalty? Journal of Consumer Behavior, 1 (3), 217-227.
Coviello, N., Milley, R. and Marcolin, B. (2001). Understanding IT-enabled interactivity in contemporary marketing. Journal of Interactive Marketing, 15 (4), 18-33.
Csikszentmihalyi, M. (1998). Finding Flow: The Psychology of Engagement with Everyday Life. New York: Basic Books.
Dabholkar, P., Dayle, T., & Joseph, R. (1996). A measure of service quality for retail stores: scale development and validation. Journal of the Academy of Marketing Sciences, 24 (1), 3-16.
Delgado-Ballester, E. (2004). Applicability of a brand trust scale across product categories: A multigroup invariance analysis. European Journal of Marketing. 38 (5/6), 573-92.
Eggers, F., Kraus, S., Hughes, M., Laraway, S., & Snycerski, S. (2013). Implications of customer and entrepreneurial orientations for SME growth. Management Decision, 51 (3).
Ehrlich, S. (2013). The Age of Influencers: How to Engage Influencers to Amplify Your PR Program. Retrieved January 3, 2019, from https://www.bulldogreporter.com/the-age-of-influencers-how-to- engage-influencers-to-amplify-your-pr/
Gentile, C., Spiller, N., & Noci, G. (2007). How to sustain the customer experience: An overview of experience components that co-create value with the customer. European Management Journal, 25 (5), 395-410.
Geyskens, I., Jan-Benedict, E., Steenkamp, M., Scheer, L. & Kumar, N. (1996). The effects of trust and interdependence on relationship commitment: a transatlantic study. International Journal of Research in Marketing, 13 (4), 303-317.
Gupta, P., Laddha, S., & Singh, S. (2017). Brand Advocacy and Brand Bonding: New Parameters in Consumer Purchase Decision Journey in the Digital World. SIES Journal of Management, 13 (1), 89-100.
Ha, Youl. H., & Perks, H. (2005). Effects of Consumer Perceptions of Brand Experience on The Web: Brand Familiarity, Satisfaction and Brand Trust. Journal of Consumer Behaviour, 4 (6), 438- 42.
Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis. (5th ed.). Upper Saddle River, New Jersey: Prentice Hall.
Holbrook, M. B. (2000). The Millennial Consumer in the Texts of Our Times: Experience and Entertainment. Journal of Macro Marketing, 20 (2), 178-192.
Hsieh, A. T., & Li, C. K. (2008). The moderating effect of brand image on public relations perception and customer loyalty. Marketing Intelligency & Planning, 26 (1), 26-42.
Klaus, P., & Maklan, S. (2012). EXQ: A Multiple Scale for Assessing Service Experience. Journal of Service Management, 23 (1), 5-33.
Klaus, P., & Maklan, S. (2013). Towards a Better Measure of Customer Experience. International Journal of Market Research, 55 (2), 227-246.
Lemke, F., Clark, M., & Wilson, J. (2011). Customer experience quality: An exploration in business and consumer contexts using repertory grid technique. Journal of the Academy of Marketing Science, 39, 846-869.
Levitt, T. (1960). Marketing Myopia. Harvard Business Review, 38 (4), 45-56.
Lyons, B., & Henderson, K. (2005). Opinion leadership in a computer-mediated environment. Journal of Consumer Behavior, 4 (5), 319-329.
Mutyala, S. (2010). The loyalty ladder: A sideways look. Eight Leaves. Retrieved 3 January 2019 from http://www.eightleavesmedia.com/2010/04/the-loyalty-ladder-a-sideways-look/
Payne, A., Storbacka, K., & Frow, P. (2008). Managing the co-creation of value. Journal of the Academy of Marketing Science, 36, 83-96.
Pickton, D., & Masterson, R. (2010). Marketing: An introduction. United Kingdom: SAGE Publications.
Rhoden, M. (2011). Cultivating customer advocates: more than satisfaction and loyalty. Peppers & Rogers Group white paper, 21.
Ryan, D., & Jones, C. (2009). Understanding Digital Marketing: Marketing Strategies for engaging in the digital generation. London: Kogan Page Limited.
Saunders, M., Lewis, P., & Thornhill, A. (2015). Research Methods for Business Students. (5th ed.). London: Prentice Hall.
Schmitt, B. H. (1999). Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands. New York: Free Press.
Voss, C. & Zomerdijk, L. (2007). Innovation in experiential services – an empirical view, in Innovation in Services. London: DTI, 97-134.
Voss, C., Roth, A. V., & Chase, R. B. (2008). Experience, service operations strategy, and services as destinations: Foundations and exploratory investigation. Production and Operations Management, 7, 247-266.
