Journal of Global Business Review.

Exploratory of Tourists’ Expectation on Airport Service Quality: Classification and Regression Tree Approach

Thanapong Champahom — 2024-02-29

Currently, The major GDP of Thailand relies on tourism. Thus, the tourist has played essential roles in the economic deployment of Thailand. Air transportation almost selected for travellers in both foreign and domestic. The airports are the first impression for the tourists. An expectation of tourism is importance that is significant to the perceived a service quality of the airport. Because the airport is the first facility before going to the travelling places, this study aims to understand the tourists' expectations for airport service quality related to the passengers' satisfaction. We reviewed the service indicators from the previous studies of airport service quality. This study also tries to understand the relationship among the indicators. Thus, We used a classification and regression tree (CART) to analyze the data collection. The data was interviewed in the airport nationwide by the questionnaire of airport service indicators. The total data is 490 passengers who have travelling objective. We found the initial result that 68.6% is not satisfied with the airport service, who have the average of expectation gather than perception. According to the CART result, We found that the most critical indicator is an available parking space, the baggage carts, walking distance and internet access/Wi-Fi, respectively. This research can guide strategic management for airport efficiency improvements to support the tourists, especially when the Thai Government could handle the spread of COVID-19, many tourists would come.

Determinants Influencing Success in Sales Performance of Multilevel Marketing Agents in Thailand

Roongthiwa Sivachan — 2024-02-29

The purpose of this study is to investigate the determinants influencing success in sales performance of multilevel marketing agents in Thailand. The seven variables used in this research are customer orientation, adaptive selling, up-line support, perception on products/services, satisfaction, compensation, organizational commitment and sales performance. The population and sample size (n=1,000) were chosen to test two different groups of direct sales agent in the top ten companies which are 500 participants who are below bachelor’s degree and 500 participants who are bachelor’s degree and above. The quantitative method was applied for the data collection. Before collecting the data, Item-Objective Congruence (IOC) validity test and Cronbach’s Alpha (CA) reliability test were employed. The multistage sampling technique was conducted by using purposive, quota and convenience sampling. After collecting the data, confirmatory factor analysis (CFA) was used to analyze factor loadings, convergent validity, discriminant validity and goodness of fit indices. Afterward, structural equation model (SEM) was carried out to test the hypotheses and relationships between variables. The findings revealed that adaptive selling has the strongest significant influence on sales performance in below bachelor’s degree group followed by compensation on sales performance, customer orientation on adaptive selling and organizational commitment on sales performance. For the group of bachelor’s degree and above, customer orientation had the strongest influence on adaptive selling, followed by organizational commitment on sales performance, perception on products/services on satisfaction and satisfaction on sales performance. For recommendations and implications, human resources practitioners and sales and marketing strategists are required to customize salespersons’ development plan according to significant factors that enhance the sales performance in each group.

Factors Impacting Purchase Intention of Cosmetic Products Via Social Commerce Platforms in Chengdu

Huangyuying Zheng — 2024-02-29

This research aims to investigate factors influencing purchase intention of cosmetics products via social commerce among Chinese Millennials generation in Chengdu, China. There were seven variables in this study including brand loyalty, brand awareness, social media usage, electronic word of mouth, electronic referral, brand image and purchase intention. The population and sample size (n=450) were Millennials who were born between 1980 and 2000 and currently live in Chengdu. The quantitative method was applied with nonprobability sampling method, including purposive sampling, convenience sampling and snowball sampling. Before the data collection, Item-Objective Congruence (IOC) validity and Cronbach’s Alpha (CA) reliability were examined. Afterwards, confirmatory factor analysis (CFA) was used to analyze factor loadings, convergent validity, discriminant validity and goodness of fit indices. Later, structural equation model (SEM) was used to determine hypotheses and relationships between variables. The findings revealed that brand loyalty had the strongest effect on electronic word of mouth which also effected brand image. Brand awareness, electronic referral, brand loyalty and social media usage significantly affected purchase intention. Nevertheless, there were no significant effect on the relationship between brand awareness and electronic word of mouth, electronic word of mouth and purchase intention, electronic referral and brand image, and brand image and purchase intention. Marketers are recommended to drive marketing strategies targeting Chinese Millennial customers by using digital advertising, loyalty scheme and referral program.

Factors Affecting Student Satisfaction in Art Education of The Secondary Schools In Chengdu, China

Bengui Li — 2024-02-29

The purpose of this study is to examine factors affecting student satisfaction towards trust among art students who are junior high school (grade 7-9) of secondary school in Chengdu, China. The conceptual framework is developed on how image, perceived value, service performance, positive affect, social environment has an influence on student satisfaction and trust. The population and sample size (n = 500) were gathered from online and offline questionnaires by using nonprobability sampling including judgmental sampling, quota sampling, convenience sampling and snowball sampling. Prior to data collection, Index of item-objective congruence (IOC) validity and Cronbach’s Alpha reliability for pilot test of 50 participants were implemented. After the data collection, researcher accounted the Confirmatory Factor Analysis (CFA) to assess validity and reliability and Structural Equation Model (SEM) to test relationship among constructs and hypotheses and to confirm good-ness sof-fit of the model. The results were that student satisfaction and trust had the strongest effect, followed by social environment, service performance, perceived value and image on student satisfaction, and image on perceived value. On the other hand, positive affect had no significant effect on student satisfaction. Academic practitioners were recommended to focus on building high level of student satisfaction and trust by ensuring good social environment and facilities, high service standard, promoting school image properly and communicating efficiently to students and their parents.

Factors Influencing the Industrial Purchase Intention of Rubber Chemicals for The Manufacturing Firms in Rubber Industry

Gunt Kranratanasuit — 2024-02-29

As Thailand is one of the hubs for the world's leading car manufacturers and the strategic location for the world's leading tire manufacturers and other rubber products, fierce competition can be expected in the rubber chemical market in order to meet the needs and attract more manufacturing firms as their customers. Studying how factors influence the industrial purchase intention of rubber chemicals becomes crucial to adapt business strategies. This research then studies factors influencing the purchase intention of rubber chemicals for the rubber industry, an industrial market (business-to-business or B2B) in Thailand. The existing researches focus mostly on understanding a consumer market (business-to-consumer or B2C). Given that consumers in these two markets have different buying behavior, a better understanding of how different factors impact the industrial purchase intention will provide a competitive advantage to businesses in the market. This paper employs multiple regression analysis to investigate the relationship between independent variables (brand awareness, value for money, quality, after-sales services, country of origin, supply ability, perceived economic situation, and firm performance) and a dependent variable (purchase intention). The result shows that value for money, after-sales services, supply ability, and firm performance were positively significant towards the purchase intention. Based on the results, the following suggestions are made. To increase sales, the suppliers must have good knowledge to give advice to the customers, especially during the after-sale. Supply continuity and flexibility are very crucial in this market given many stakeholders are involved along the supply chain. Therefore, good teamwork in a company is necessary to manage the supply chain and create supply security in the mind of the customers.

Influencing Factors of Online Learning Satisfaction and Behavioral Intention Among Chinese College Students

Yu Zhou — 2024-02-29

The purpose of this study is to investigate the key influencing factors of college students’ online learning satisfaction and behavioral intention during the epidemic period. The examined variables are convenience, benefit, self-efficacy, student engagement, flexibility, perceived usefulness, satisfaction and intention. The methodology used is quantitative method (n=550) by sending questionnaires to senior art and design students in three private universities in Sichuan Province. Multistage sampling was accounted to use nonprobability sampling with judgmental sampling to select top three private art colleges and universities. Next, probability sampling with stratified random sampling was taken to calculate the amount of each group. Last, the convenience sampling was to distribute questionnaires via offline and online channels. The Structural Equation Model (SEM) and Confirmatory Factor Analysis (CFA), including model fit, reliability, and validity were deployed for data analysis. Research findings showed that convenience, benefit, self-efficacy, student engagement, flexibility, and perceived usefulness significantly impact satisfaction and intention. Satisfaction strongly influences online learning intention, followed by benefit, student engagement, flexibility, perceived usefulness, convenience, and self-efficacy. In summary, seven hypotheses were proven to achieve research objectives. Therefore, this study suggests academic practitioners to assess influencing factors to improve college students’ online learning satisfaction and behavioral intention.