Influence and Relationship between Perceived Image, Satisfaction, and Intention to Revisit of Thai Customers towards G Shopping Center, Chiang Mai Province
Keywords:
Perceived Image, Satisfaction, Intention to Revisit, Shopping Center, Thai CustomersAbstract
The objective of this research was to study the relationship between image perception, satisfaction, and revisit intention of Thai customers towards G Shopping Center, Chiang Mai province. Quota sampling and offline questionnaires were used to collect data, total of 420 customers. Statistics used consisted of frequency, percentage, mean and multiple regression analysis.
The findings showed that customer perceived shopping center’s image correlated to satisfaction at 0.662, and influenced satisfaction at 43.820 percent. It included 3 factors which were the shopping center’s atmosphere, service quality of staff, and product sales. The Image correlated to revisit intention at 0.667, and influenced revisit intention at 44.480 percent. It consisted of 4 factors which were the shopping center’s atmosphere, product sales, location, and service quality of staff. In addition, the satisfaction correlated to revisit intention at 0.590, and influenced revisit intention at 34.810 percent. It was found that the atmosphere, service quality of staff, and product sales influenced both satisfaction and intention to revisit, in addition, location is the factor that influenced intention to revisit. Other factors that have no relationship to both satisfaction and revisit intention consisted of
4 factors: promotion and special events, facilities, after-sales service and advertising and public relations.
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