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dc.contributor.authorSuksamran, Thepvisanuen_US
dc.contributor.authorเทพวิษณุ สุขสำราญ
dc.date.accessioned2016-09-01T08:44:47Z
dc.date.available2016-09-01T08:44:47Z
dc.date.issued2016-09-01
dc.identifier.urihttp://repository.rmutp.ac.th/handle/123456789/1966
dc.descriptionวิทยานิพนธ์ (บธ.ม.) -- มหาวิทยาลัยเทคโนโลยีราชมงคลพระนคร, 2558en_US
dc.description.abstractThe objectives of this research were (1) To study the influence of price perceived values and emotional perceived on trust; (2) To study the influence of price perceived values, emotional perceived values and trust on customer satisfaction; (3) To study the influence of trust and customer satisfaction on word-of-mouth; (4) To study the influence of trust and customer satisfaction on revisit and (5) To validate a causal relationship model of influence of price perceived values and emotional perceived values on trust, customer satisfaction, word-of-mouth and revisit of SF cinema city in Bangkok with empirical data. The variables in this investigation consisted of the following: price perceived values and emotional perceived values as the independent; trust and customer satisfaction as mediating variables; and word-of-mouth and revisit as a dependent variable. The researcher used quantitative methods which involved empirical research. The instrument of research was a questionnaire used to collect data from 520 customers of SF cinema city in Bangkok. Statistics used in data analysis were frequency, percentage, mean, standard deviation and structural equation model analysis. It was found that the model was consistent with the empirical data. Goodness of fit measures were found to be Chi-square (2) = 288.293; Degree of freedom = 256; p-value = 0.081; Relative Chi-square (2/df) = 1.126; Goodness of Fit Index (GFI) = 0.965; Adjusted Goodness of Fit Index (AGFI) = 0.933; Comparative Fit Index (CFI) = 0.999; Standardized Root Mean Square Residual (SRMR) = 0.055 and Root Mean Square Error of Approximation (RMSEA) = 0.016. It was also found that (1) Price perceived value had a positive and direct influence on trust; (2) Emotional perceived value had a positive and direct influence on trust; (3) Price perceived value had a positive and direct influence on customer satisfaction; (4) Emotional perceived value had a positive and direct influence on customer satisfaction; (5) Trust had a positive and direct influence on customer satisfaction; (6) Trust had a positive and direct influence on word-of-mouth; (7) Trust had a positive and direct influence on Revisit; (8) Customer satisfaction had a positive and direct influence on word-of-mouth and (9) Customer satisfaction had a positive and direct influence on revisit. On the basis of these findings, the researcher recommends that SF cinema city in Bangkok more fully focus on price perceived value and emotional perceived value to deepen the trust, customer satisfaction, word-of-mouth and revisit.en_US
dc.description.sponsorshipRajamangala University of Technology PhraNakhonen_US
dc.language.isothen_US
dc.subjectMarketingen_US
dc.subjectManagementen_US
dc.subjectServicesen_US
dc.subjectSatisfactionen_US
dc.titleThe influence of price perceived value and emotional perceived value on trust, customer satisfaction, word-of-mouth and revisit of SF Cinema City in Bangkoken_US
dc.title.alternativeอิทธิพลของคุณค่าที่รับรู้ด้านราคา และคุณค่าที่รับรู้ด้านอารมณ์ต่อความไว้เนื้อเชื่อใจ ความพึงพอใจของลูกค้า การบอกต่อ และการกลับมาใช้บริการซ้ำ ของลูกค้าโรงภาพยนตร์ เอสเอฟ ซีเนม่า ซิตี้ ในเขตกรุงเทพมหานครen_US
dc.typeThesisen_US
dc.contributor.emailauthorarit@rmutp.ac.th


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