| Research Title |
SERVICE QUALITY, CUSTOMER EXPERIENCE QUALITY, BRAND LOVE AND BRAND ADVOCACY: A CASE OF COUNTER BRAND COSMETIC |
| Date of Distribution |
4 July 2020 |
| Conference |
| Title of the Conference |
2ND INTERNATIONAL CONFERENCE ON INTERDISCIPLINARY, SOCIAL SCIENCES, BUSINESS, TECHNOLOGY, EDUCATION AND ECONOMICS (ISBTEC2020) |
| Organiser |
Academia Industry Networks |
| Conference Place |
Hotel Istana, Kuala Lumpur, MALAYSIA |
| Province/State |
Kajang, Selangor, Malaysia |
| Conference Date |
4 July 2020 |
| To |
5 July 2020 |
| Proceeding Paper |
| Volume |
2020 |
| Issue |
1 |
| Page |
97-105 |
| Editors/edition/publisher |
|
| Abstract |
The study aims to investigate the interrelationship among Service Quality,
Customer Experience Quality, Brand Love, and Brand Advocacy in Thailand. The
questionnaires were used as tools in collecting data from 200 consumers of Counter
Brand Cosmetic. Data collection was analyzed by using Path Analysis. The results of
the study revealed that Service Quality has an influence on Customer Experience
Quality. Customer Experience Quality has direct and indirect influences on Brand
Advocacy through Brand Love. This study is expected to expand the growing body of
literature on service marketing. |
| Author |
|
| Peer Review Status |
มีผู้ประเมินอิสระ |
| Level of Conference |
นานาชาติ |
| Type of Proceeding |
Full paper |
| Type of Presentation |
Oral |
| Part of thesis |
true |
| Presentation awarding |
false |
| Attach file |
|
| Citation |
0
|
|
|
Publication
Journal Publication
ไทย