Managerial Implications to Identify Supply Chain Performance Factors Influencing Stages of Customer’s Purchase Decision of Household Refrigerator at Department Store in Bangkok

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Islam Md. Mohaimenul
Suthinan Pomsuwan


The objectives of this study were to study the resource utilization, the information sharing, the inventory management, the order process with logistics support, and the electronic data interchange through customers’ purchase decision process of household refrigerator at department store in Bangkok. The sample sizes of 222 respondents from the Taro Yamane formula table through applied systematic random sampling. Questionnaires are used as a data collection tools to accumulate customer feedback from demographic factors through customer purchase decision stages and find out supply chain performance factors influence customer purchase decision stages. The reliability tested by Cronbach’s alpha coefficient with the value of 0.982. The descriptive statistics consisted of frequency, percentage, mean, and standard deviation and the inferential statistics were multiple regression analysis with 0.05 significance. The results found that decision recognition with resource utilization, information search with information sharing, evaluate alternative with inventory management, purchase behavior with order process and logistics support and post purchase behavior with electrical data interchange had a positive relationship. The supply chain performance factors had positively influence customer purchase decision. In addition, supply chain performance predictors quality, environment, location, price information, stock information, new product update information, balance inventory, order fill rate, accessories availability, speed of response, work in process rate, billing and tracking, booking, process work and database had unique contribution in customer purchase decision.

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