UTCC Scholar :: Browsing ISM: Independent Studies by Subject "Consumer behavior -- Bangkok"

ISM: Independent Studies

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https://hdl.handle.net/20.500.14437/8765

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A study on the service quality and its impact on customer satisfaction : a case of HaiDiLao Hotpot in Bangkok
(University of the Thai Chamber of Commerce, 2023)
Su, Jian Xiang.
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University of the Thai Chamber of Commerce. International Business.
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University of the Thai Chamber of Commerce. International School of Management.
This study examines the impact of service quality on customer satisfaction at HaiDiLao Hotpot in Bangkok. Service quality is an essential factor influencing customer satisfaction and loyalty, particularly in the highly competitive restaurant industry. Employing a quantitative research approach, we distributed questionnaires to customers at HaiDiLao Hotpot, focusing on various dimensions of service quality, including responsiveness, assurance, tangibles, empathy, and reliability. The collected data were analyzed using statistical techniques to establish the correlation and impact between service quality parameters and customer satisfaction. The findings revealed a significant positive relationship between service quality and customer satisfaction, with all service quality dimensions having a critical influence on satisfaction levels. The study underscores the importance of maintaining high service quality to enhance customer satisfaction and loyalty. It provides practical insights for the management of HaiDiLao Hotpot, suggesting that continuous service quality improvement should be a core part of the restaurant's strategy. The findings can also be useful for other restaurants operating in similar environments. Further research is recommended to explore other potential factors influencing customer satisfaction and to validate these findings in different restaurant settings.
711 2920
Cultural impacts on intention to use of Food Panda of international students in Bangkok
(University of the Thai Chamber of Commerce (UTCC), 2024)
Aung Chan Mya
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Li, Li
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International Business
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University of the Thai Chamber of Commerce. International Business
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University of the Thai Chamber of Commerce. International School of Management
This research investigates the cultural factors influencing the intention to use the Food panda application among international students in Bangkok. A survey of international students reveals diverse age and gender distributions, with a significant portion reporting lower income levels. Reliability tests indicate high internal consistency for the cultural dimensions of Uncertainty Avoidance (UA), Individualism (ID), and Long-term Orientation (LO). Exploratory Factor Analysis (EFA) confirms the validity of these constructs, and correlation analysis shows strong positive relationships between these cultural dimensions and the intention to use Food panda. The study concludes that cultural factors significantly impact user intention, providing insights into how Food panda can tailor its services to better meet the needs of international students. Recommendations are offered for targeted marketing strategies, gender-specific initiatives, income-based pricing, and personalized features to enhance user engagement and satisfaction, thereby strengthening Foodpanda's market presence in Bangkok.
835 65
Factors affecting purchase intention of Mistine products in Bangkok, Thailand
(University of the Thai Chamber of Commerce (UTCC), 2024)
Aung Zun Pwint
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International Business
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University of the Thai Chamber of Commerce. International Business
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University of the Thai Chamber of Commerce. International School of Management
This study investigates the factors influencing the purchase intention of Mistine products among female consumers in Bangkok, Thailand. Utilizing a quantitative approach, the research aims to identify the impact of attitudes, subjective norms, and perceived behavioral control on consumers' purchasing decisions. Data were collected from a sample of 293 respondents through a structured questionnaire employing a fivepoint Likert scale. The study employs multiple regression analysis to test the hypotheses and evaluate the predictive power of the identified factors on purchase intention. The results reveal that all three variables—attitude, subjective norms, and perceived behavioral control—significantly influence purchase intention. Attitude towards Mistine products emerged as a strong predictor, suggesting that positive perceptions substantially enhance the likelihood of purchase. Subjective norms, including the influence of friends, family, and social media, also play a crucial role in shaping purchase intentions. Additionally, perceived behavioral control, reflecting consumers' confidence in their ability to purchase Mistine products, significantly impacts their purchasing behavior. The findings provide valuable insights for Mistine and similar brands to tailor their marketing strategies effectively. By understanding the key drivers of purchase intention, companies can better target their promotional efforts, enhance consumer satisfaction, and build stronger brand loyalty. The study concludes with recommendations for marketers and suggestions for future research to explore additional factors that may influence consumer behavior in the beauty and skincare market.
146 827
Investigating factors affecting intention to participate in used cooking oil collection programs : a case study of flea markets in Bangkok
(University of the Thai Chamber of Commerce, 2023)
Gorbianta, Yegar Sahaduta
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University of the Thai Chamber of Commerce. International Business.
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University of the Thai Chamber of Commerce. International School of Management.
Improper disposal of Used Cooking Oil (UCOs), originating from various culinary and frying processes, poses significant environmental and health challenges. UCOs, encompassing both vegetable and animal-derived oils, are particularly prevalent in households and the broader food industry, including well-known establishments like fast food chains and restaurants. Addressing UCO-related concerns is crucial, especially in regions like Thailand where substantial quantities are generated. Despite their abundance, awareness remains limited, particularly within the informal sector comprising street hawkers and market food stalls. This independent study delves into factors influencing stakeholder participation in a UCO collection program facilitated through an online mobile application. The primary goal is to bridge gaps in the informal sector, promoting stronger adherence to circular economy principles, sustainable energy practices, and proactive contributions to environmental preservation and pollution reduction.The research takes a comprehensive view of the factors shaping individuals' intentions to engage with the UCO collection program. A key focus is assessing the extent to which individuals embrace novel technologies for collection and tracking. To structure this examination, the study employs the Unified Theory of Acceptance and Use of Technology (UTAUT), proven effective in analyzing variables impacting the intention to adopt technology-driven solutions. Geographically, the study centers on Bangkok's lively flea markets, including notable spots like Talad Rod Fai Srinakarin, Jodd Fairs, and The One Ratchada. Employing a quantitative approach, the study administers online questionnaires to a diverse range of participants – street hawkers, food stalls, and restaurants. Meticulous analysis, using methods such as multiple and linear regression, aims to uncover correlations between factors and participants' intentions to embrace the UCO mobile application. Results drawn from 108 participants underscore the significant influence of factors like performance expectancy, effort expectancy, and social influence on engagement with the UCO collection initiative. The predominantly male participants, spanning various age groups, exhibit diverse levels of daily UCO usage. Encouragingly, respondents collectively believe in the program's potential to enhance UCO management and operational efficiency. The study's conclusion emphasizes the importance of emphasizing performance expectancy for successful mobile application adoption and high-quality service delivery. By shedding light on technology adoption dynamics within UCO collection, this study enriches existing knowledge and provides practical suggestions for more effective collection initiatives. The findings extend beyond technology assimilation, enhancing understanding of UCO collection efforts. More significantly, the research highlights the pivotal role played by the informal sector, underscoring its potential as a change agent for circular economy practices, sustainable energy promotion, and environmental preservation. In summary, this independent study calls for a reevaluation of UCO collection strategies. Emphasizing the informal sector's involvement strongly appeals for collaboration between the public and private sectors, aiming to foster efficient, inclusive, and impactful UCO collection programs. By unveiling the intricate interplay between technology and sustainability, this research lays a robust foundation for future endeavors in waste management, circular economies, and sustainable technology integration.
164 874
The impact of brand image and brand trust on consumers purchase intention of BYD EV car in Bangkok
(University of the Thai Chamber of Commerce (UTCC), 2024)
Jingyao, Xu
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Nattapan Buavaraporn
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International Business
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University of the Thai Chamber of Commerce. International Business
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University of the Thai Chamber of Commerce. International School of Management
This study investigates the influence of brand image and brand trust on consumers' intention to purchase BYD EV cars in Bangkok, Thailand. In this study, brand image was divided into three dimensions, namely corporate image, product/service image and user image, with reference to the Biel model, in order to understand how these factors affect the decision-making process of consumers' purchase intention for BYD EV cars. The research data was collected using a single structured questionnaire, and 289 valid questionnaires were obtained. Through descriptive data analysis of demographic characteristics and frequency distribution, it is known that the main respondents are male (55.6%), of which 48.4% are aged between 30-39, indicating that relatively young consumers have a high acceptance of new energy vehicles. The majority of respondents had a Bachelor's degree or higher, indicating that most of the sample was highly educated. Income levels vary. Cronbach's alpha coefficient was used for reliability analysis and the reliability scores for each dimension were high, indicating internal consistency and within the acceptable research range. Validity analysis ensures that the measured results accurately reflect the structure of interest. Sampling adequacy was verified by KMO measurements, and the Bartlett sphericity test significantly confirmed that the data were suitable for analysis. Correlation analysis is used to check whether there is a significant positive correlation between the independent variables (company image, product/service image, user image, brand trust) and the dependent variable (purchase intention). Meanwhile, multiple regression analysis was used to further determine the relative contribution of the predictors to purchase intention. It is found that the three dimensions of brand image have a impact on consumers' purchase intention, and the impact of product/service image on consumers' purchase intention is much higher than that of company image and user image. Brand trust also has a significant positive effect on consumers' purchase intention, but the effect is still lower than that of product/service image in the three dimensions of brand image. At the same time, the explanatory power of these factors for purchase intention is 43.8%, and there are other factors that are not mentioned. The research results have practical significance for BYD and new energy automobile enterprises. For example, BYD and other new energy automobile manufacturers should strengthen their corporate image, emphasize their brand awareness and industry status in this field, establish a good corporate image, and enhance consumer confidence. Maintain high quality products while focusing on service quality and enterprise research and development capabilities. Build strong brand trust through reliable products and outstanding services to enhance consumer confidence and purchase intentions. This study highlights the importance of good brand image and brand trust in shaping the purchase intention of consumers with new entry technology "EV Car". The results show that marketing strategies that pay attention to these factors can help increase sales. Future research could further explore other factors that influence purchase intentions
205 1028

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Browsing ISM: Independent Studies by Subject "Consumer behavior -- Bangkok"

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