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Publication
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| Title of Article |
“Roles of Customer
Satisfaction towards Brand Advocacy: A Case Study of MICE Standard Hotels in
Bangkok |
| Date of Acceptance |
28 August 2020 |
| Journal |
| Title of Journal |
International Journal of Innovation, Creativity and Change |
| Standard |
OTHER (SJR) |
| Institute of Journal |
International Journal of Innovation, Creativity and Change (ISSN 22011323) Q2 |
| ISBN/ISSN |
International Journal of Innovation, Creativity and Change (ISSN 22011323) Q2 |
| Volume |
2020 |
| Issue |
Regular Issue |
| Month |
December |
| Year of Publication |
2020 |
| Page |
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| Abstract |
Abstract
The purposes of this study were 1.) to find factors affecting customer satisfaction and 2.) to study the mediating role of customer satisfaction on service quality, perceived value, and brand advocacy in hotels with MICE standards in Bangkok, the biggest MICE city in Thailand. In this survey, the questionnaire was used to collect data from 428 participants who had stayed at 39 MICE standard hotels in Bangkok. All of them visited the city for MICE reasons (Meeting, Incentives, Conventions, and Exhibitions). The data were then analyzed by using frequency distribution, arithmetic mean, standard deviation, confirmatory factor analysis, structural equation modeling analysis, and mediating analysis from Sobel’s test. The results revealed that perceived value had the strongest positive direct effect on brand advocacy, while it affected customer satisfaction only partially. In addition to the main objectives, this study also contributes to providing a valuable guideline for the potential development of customer service, customer perception, and customer satisfaction, as well as giving useful information for the improvement of MICE cities and the MICE hotel industry.
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| Keyword |
Keywords: Customer satisfaction, brand advocacy, customer service, service quality, perceived value |
| Author |
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| Reviewing Status |
มีผู้ประเมินอิสระ |
| Status |
ได้รับการตอบรับให้ตีพิมพ์ |
| Level of Publication |
นานาชาติ |
| citation |
true |
| Part of thesis |
true |
| Attach file |
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| Citation |
7
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Journal Publication
ไทย