Effecting Factors for Word of Mouth and Service Continuity of Beverage Distributor Customers in Lower Central region of Thailand
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Abstract
The purposes of this research are to study (1) the influence of service quality, logistics flexibility, and delivery performance on customer satisfaction with the services of beverage distributors in the Lower Central Region of Thailand; (2) the influence of service quality, logistics flexibility, delivery performance and satisfaction on the customer trust toward the services of beverage distributors in the Lower Central Region of Thailand; (3) the influence of service quality, logistics flexibility, delivery performance, satisfaction, and trust on the customers commitment toward the services of beverage distributors in the Lower Central Region of Thailand; (4) the influence of satisfaction, trust, and commitment on the word of mouth of the customers toward the services of beverage distributors in the Lower Central Region of Thailand; and (5) the influence of satisfaction, trust, and commitment on the service continuity of the customers toward the services of beverage distributors in the Lower Central Region of Thailand.
The researcher conducted a quantitative research using empirical research approach with a questionnaire as a research instrument. Population are retailers, wholesalers, department stores, eateries, pubs, and restaurants in the Lower Central Region of Thailand who used the delivery services of beverage distributors. Sample size was 567 subjects selected by convenience sampling method. The statistics used in data analysis were frequency distribution, percentage, mean, and standard deviation. The technique of the path analysis was also employed.
Findings showed the following: (1) Service quality, logistics flexibility and delivery performance exhibited a positive influence on customer satisfaction; (2) Service quality, logistics flexibility, delivery performance and satisfaction exhibited a positive influence on customer trust; (3) Service quality, delivery performance, satisfaction and customer trust exhibited a positive influence on customer commitment; (4) Customer trust and customer commitment exhibited a positive influence on customer word of mouth; and (5) Customer trust and customer commitment exhibited a positive influence on customer’s usage of the service continuity.
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บทความ ข้อความ ภาพประกอบ ตารางประกอบ ที่ตีพิมพ์ในวารสารเป็นความคิดเห็นและความรับผิดชอบของผู้เขียนแต่เพียงผู้เดียว ไม่เกี่ยวข้องกับมหาวิทยาลัยสุโขทัยธรรมาธิราชแต่อย่างใด
บทความที่เสนอพิจารณาในวารสาร e-JODIL ต้องเป็นบทความที่ไม่เคยส่งไปลงพิมพ์ เผยแพร่ หรืออยู่ระหว่างการพิจารณาของวารสารอื่น
กองบรรณาธิการขอสงวนสิทธิ์ในการพิจารณาและตัดสินการตีพิมพ์บทความในวารสาร
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