The influence of Omotenashi, Customer expectation and likability popular culture toward repurchase to use Onsen in Bangkok

Abstract

          The purpose of this research is (1) to investigate Onsen-access behavior. (2) Omotenashi, customer expectation, and likeability popular culture all affect the repurchase of Onsen (3) to examine the consistency of causal factors affecting the repeated use of Onsen in Bangkok. Quantitative research was conducted using a survey method by questionnaire distributing 400 customers aged 18 years and over who had previously used Onsen in Bangkok. Data was generated by percentage, mean, and standard deviation. and tested the hypothesis by examining the structural equation model with Smart PLS 4.0  

         The results showed that customer expectations and the likeability popular culture significantly influence customer satisfaction. Omotenashi significantly influences the repurchase of Onsen as well at the 0.01 level. However, Omotenashi failed to influence customer satisfaction.