ATTITUDES, SATISFACTION AND DECISION OF THAI CONSUMERS IN PURCHASING PRODUCTS AND SERVICES OF ESTABLISHMENTS SERVED BY CLMV WORKERS
Keywords:Migrant Worker, CLMV, Attitudes, Satisfaction, Decision Making
This research attempts to study attitudes influencing on satisfaction and purchasing decision of Thai consumers on products and services at business establishments served by CLMV workers. The subjects in this study included 400 Thai residents residing in Chonburi Province. Questionnaires were distributed to collect the demographic information, attitudes toward establishment having CLMV workers, nationalism of consumers, attitudes towards communication competency of CLMV workers, information about satisfaction and purchasing decision on products and services at the business establishments served by CLMV workers. The data then were analyzed by SPSS for Windows and statistics in this study included percentage, average, frequency, standard deviation, independent sample t-test, One-way ANOVA and Multiple Regression Analysis.
The findings revealed that consumers' demographic information and nationalism factors did not have an influence on consumers' satisfaction on products and service at business establishments served by CLMV workers. However, consumers’ attitudes towards establishment served by CLMV workers on personnel and service providing as well as consumers' attitudes towards communication competency of employees from CLMV workers had an influence on consumers' satisfaction. In addition, the consumers' satisfaction has an influence on purchasing decision of Thai consumers on products and services at establishments served by CLMV workers.
Ajzen, I. (1989). Attitude structure and behavior. In A. R. Pratkanis, S. J. Breckler, & A. G. Greenwald (Eds.), The Third Ohio State University Vol. On Attitudes and Persuasion. Attitude Structure and Function (pp. 241-274). Hillsdale, NJ, US: Lawrence Erlbaum Associates, Inc.
Ayub, N., & Jehn, K. A. (2010). The moderating influence of nationalism on the relationship between national diversity and conflict. Negotiation and Conflict Management Research, 3, 249-275.
Bakewell, C., & Mitchell, V. W. (2006). Male versus female consumer decision making styles. Journal of Business Research, 59(12), 1297-1300.
Beck, T., & Webb, I. (2003). Economic, demographic, and institutional determinants of life insurance consumption across countries. The World Bank Economic Review, 17(1), 51-88.
Berlo, D. K. (1966). The Process of Communication: An Introduction to Theory and Practice. New York: Holt, Rinehart and Winston.
Chanthang, K. & Kasem, P. (2018). Factors Affecting The Satisfaction of Thai Post Rangsit University Branch. Journal of Rangsit Graduate Studies in Business and Social Sciences, 4(2), 352-364.
Chanthong, C. (2007). Organizing Activities to Enhance Scientific Communication Capabilities for Students Grade No. 3. (Master's thesis, Chiang Mai University).
Cochran, W. G. (1977). Sampling Techniques (3rd ed.). New York: John Wiley & Sons.
Department of Employment. (2012). Study of The Effects of Foreign Workers on Employment of Thai People and Communities. Bangkok: Planning and Information Office Division Foreign Language.
Jitsuchon, S. (2012). Thailand in a Middle-income Trap. TDRI Quarterly Review, 27(2), 13-20.
Kotler, P. (1997). Marketing management: analysis, planning implementation and control (9thed.). New Jersey: Asimmon & Schuster.
Lautiainen, T. (2015). Factors affecting consumers' buying decision in the selection of a coffee brand.
Na Rangsee, P. (2000). The opinions of the police officers and contracted military officers card in Chonburi Province Against labor policy problems from Myanmar. (Thesis Master of Arts, Ramkhamhaeng University).
Rawwas, M. Y., Rajendran, K. N., & Wuehrer, G. A. (1996). The influence of world mindedness and nationalism on consumer evaluation of domestic and foreign products. International Marketing Review, 13(2), 20-38.
Rerkkrai. (1985). Successful implementation of the village-level rural development program: a case study of Lampang and Sakon Nakhon to be a guideline for analyzing appropriate patterns in integrated rural development. Proceedings of Social Sciences, Kasetsart University, Bangkok.
Schiffman, L.G., & Kanuk, L.L. (1994). Consumer behavior (5th ed.). New Jersey: Prentice – Hall.
Serirat, S. (1995). Modern marketing management. Bangkok: Develop education.
Serirat, S. et al. (1998). Modern Marketing Management. Bangkok: Teera Film Company Limited and Zitex Co., Ltd.
Sigelman, C. K., & Rider, E. A. (2014). Life-span human development. Cengage Learning.
Sirgy, M. J., Mentzer, J. T., Rahtz, D. R., & Meadow, H. L. (1991). Satisfaction with health care services consumption and life satisfaction among the elderly. Journal of Macromarketing, 11(1), 24-39.
Van Calster, K., Lens, W., & Nuttin, J. R. (1987). Affective attitude toward the personal future: Impact on motivation in high school boys. The American journal of psychology, 1-13.
Webster, C., & Sundaram, D. S. (2009). Effect of service provider's communication style on customer satisfaction in professional services setting: the moderating role of criticality and service nature. Journal of services marketing, 23(2), 103-113.