ISM: Independent Studies

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

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Browsing ISM: Independent Studies by Subject "Consumer satisfaction"

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    Publication
    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
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    An empirical study on e-service quality influencing customer satisfaction among foreign users of Lazada in Thailand
    (University of the Thai Chamber of Commerce, 2023)
    Tun Tun Oo.
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    University of the Thai Chamber of Commerce. International Business Management.
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    University of the Thai Chamber of Commerce. International School of Management.
    This independent study is to investigate the influence of service quality dimensions on customer satisfaction among foreign users of Lazada in Thailand. In this study, quantitative method was used, and the questionnaire was designed by using the modified ESERVQUAL model. A total of 161 respondents participated in this research, however only 153 respondents’ data were included in the research because eight respondent’s data were screened out from the survey. The result of the study suggests that e-service quality dimensions, such as efficiency (sig at 0.00), availability (sig at 0.01), fulfillment/reliability (sig at 0.01), responsiveness (sig at 0.00), and compensation (sig at 0.00), play important roles in influencing customer satisfaction among foreign users of Lazada. The finding of this study contributes to a better understand of e-service quality dimensions influencing on customer satisfaction and identify the key dimensions which have significant impacts on customer satisfaction of LAZADA, to develop better strategic planning for the organization.
      403  2030
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    Publication
    Investigating factors affecting Burmese learners' satisfaction : evidence from private universities in Bangkok, Thailand
    (University of the Thai Chamber of Commerce (UTCC), 2024)
    Zin Pwint Phyu
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    Saengdow Prasittisuk
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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 factors affecting the satisfaction levels of Burmese learners enrolled in private universities in Bangkok, Thailand. The study aims to gain the insights into the key determinants that contribute to student satisfaction within the context of international higher education settings. The study was undertaken with the objectives to investigate factors affecting on Burmese student’s satisfaction with their oversea education at private institutions in Bangkok and to offer suggestions on how to raise the satisfaction of Burmese students. The conceptual framework is generally based on two main factors from product and service perspectives. As a product of an institution, a researcher selected two main subcategories including curriculum relevance and skilled lecturers. For service perceptive, a popular approach to measure the service quality, SERVQUAL model, is being used. Under SERVQUAL model, five subcategories are included, such as Reliable, Assurance, Tangible, Empathy and Responsiveness. Quantitative methodology will be utilized to collect the data from a specific sample size; specifically Burmese students enrolled in private universities in Bangkok. The quantitative approach employs structured questionnaires to assess various factors to measure the learners’ satisfaction based on two main dimension; particularly SERVQUAL model and academic resources. The questionnaires with two languages (Burmese and English) were distributed through social media platform (such as Facebook) by using a mix of sampling approach. The questionnaires are distributed online through snowballing to a group of common friends who are enrolled in Bangkok's private universities. In addition, simple random sampling method is used in order to reach to public. Chapter 1 consists of the introduction, featuring the business context, problem statement, research objectives, expected benefits and scope of the research. Chapter 2 divided into theoretical foundations and relevant research, with a focus on literature review and the formulation of research hypotheses and conceptual frameworks. Chapter 3 outlines the research methodology, covering research design, questionnaires, tools, data collection, and analysis procedures. In Chapter 4, the study's findings are elaborated upon, Microsoft Excel and SPSS software are being used to analyze the data for demographic, descriptive, and hypothesis testing. Cronbach’s Alpha method was used to test the reliability and validity of the questionnaires. The study was used the multiple regression analysis to explore the hypothesis relationships. Chapter 5 provides a conclusion and discussion, addressing research limitations and implications. After identifying and analyzing these factors, the research seeks to provide valuable recommendations for enhancing the quality of educational services and promoting greater satisfaction among Burmese learners in private universities in Bangkok, Thailand.
      86  964