dc.contributor.author | Suksamran, Thepvisanu | en_US |
dc.contributor.author | เทพวิษณุ สุขสำราญ | |
dc.date.accessioned | 2016-09-01T08:44:47Z | |
dc.date.available | 2016-09-01T08:44:47Z | |
dc.date.issued | 2016-09-01 | |
dc.identifier.uri | http://repository.rmutp.ac.th/handle/123456789/1966 | |
dc.description | วิทยานิพนธ์ (บธ.ม.) -- มหาวิทยาลัยเทคโนโลยีราชมงคลพระนคร, 2558 | en_US |
dc.description.abstract | The 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.sponsorship | Rajamangala University of Technology PhraNakhon | en_US |
dc.language.iso | th | en_US |
dc.subject | Marketing | en_US |
dc.subject | Management | en_US |
dc.subject | Services | en_US |
dc.subject | Satisfaction | en_US |
dc.title | The influence of price perceived value and emotional perceived value on trust, customer satisfaction, word-of-mouth and revisit of SF Cinema City in Bangkok | en_US |
dc.title.alternative | อิทธิพลของคุณค่าที่รับรู้ด้านราคา และคุณค่าที่รับรู้ด้านอารมณ์ต่อความไว้เนื้อเชื่อใจ ความพึงพอใจของลูกค้า การบอกต่อ และการกลับมาใช้บริการซ้ำ ของลูกค้าโรงภาพยนตร์ เอสเอฟ ซีเนม่า ซิตี้ ในเขตกรุงเทพมหานคร | en_US |
dc.type | Thesis | en_US |
dc.contributor.emailauthor | arit@rmutp.ac.th | |