| Research Title |
Roles of Brand Forgiveness towards Brand Re-engagement: Case of Domestic Airlines |
| Date of Distribution |
31 August 2020 |
| Conference |
| Title of the Conference |
8 th National and International Conference on Administration and Management |
| Organiser |
Kasetsart University, Bangkok, Thailand |
| Conference Place |
KU Home, Kasetsart University |
| Province/State |
Bangkok, Thailand |
| Conference Date |
31 August 2020 |
| To |
1 August 2020 |
| Proceeding Paper |
| Volume |
8 |
| Issue |
2 |
| Page |
51 |
| Editors/edition/publisher |
Attapol Kuanliang Midwestern State University, USA. |
| Abstract |
This paper aims to investigate the mediating roles of forgiveness between Recovery satisfactions that included
apology factor, compensation factor and explanation factor towards brand re-engagement. The sample is Thai
passengers who have experienced some form of service failure or experienced inconvenience or dissatisfaction
with domestic airlines at Khon kaen Airport and Suvarnabhumi Airport of 400 samples. The data were analyzed
by using software package, confirmatory factor analysis (CFA), structural equation modeling analysis (SEM)
and mediating effect using by Sobel’s Test. The result of this study found that apology factor is the most
influenced through forgiveness towards brand re-engagement followed by
compensation factor and explanation factor. From this research, it can be concluded that the factors of recovery
satisfaction are influenced through brand forgiveness towards brand re-engagement. |
| Author |
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| Peer Review Status |
มีผู้ประเมินอิสระ |
| Level of Conference |
นานาชาติ |
| Type of Proceeding |
Abstract |
| Type of Presentation |
Oral |
| Part of thesis |
true |
| Presentation awarding |
false |
| Attach file |
|
| Citation |
0
|
|
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Publication
Journal Publication
ไทย