แบบจำลองสมการโครงสร้างโดยใช้แบบจำลอง SERVQUAL, ความคาดหวัง, ทัศนคติของลูกค้า, และความตั้งใจกลับมาใช้บริการซ้ำ เพื่อส่งเสริมการพัฒนาศูนย์การค้าที่เป็นมิตรต่อสัตว์เลี้ยง: กรณีศึกษาในกรุงเทพมหานคร ประเทศไทย
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This study examines the relationships among service quality, customer expectations, customer attitudes, and revisit intention in the context of pet-friendly shopping malls in Bangkok, Thailand. Grounded in Expectation–Confirmation Theory and the Theory of Planned Behavior, expectations and attitudes are conceptualized as mediators in the service quality–loyalty relationship. Data from 418 Thai respondents were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results show that service quality strongly influences expectations (β = 0.865) and moderately affects attitudes (β = 0.391), while expectations significantly shape attitudes (β = 0.572). Attitudes, in turn, strongly predict revisit intention (β = 0.575). The model explains substantial variance in attitudes (R² = 0.866) and expectations (R² = 0.747), and a moderate proportion of revisit intention (R² = 0.331). Findings reveal that service quality alone does not directly predict loyalty; instead, expectations and attitudes act as critical mediators. The study contributes to service quality research in an emerging retail domain and offers practical guidance for mall managers to improve service design, manage expectations, foster positive attitudes and encourage sustainable revisit intentions.
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อนุญาตภายใต้เงื่อนไข Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ได้รับการตีพิมพ์ในวารสารเป็นความคิดเห็นของผู้เขียน มิใช่ความคิดเห็นของกองบรรณาธิการและคณะผู้จัดทำวารสาร และบทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของวารสารบริหารธุรกิจและการบัญชี มหาวิทยาลัยขอนแก่น
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