| dc.description.abstract | The purposes of this research were to determine factors affecting perceived value
and customer loyalty between an international brand and a local brand; and to evaluate
service satisfaction of the international brand and the local brand as well as to compare the
perceived value and customer loyalty of the international brand and the local brand.
Conceptual framework is based on American Customer Satisfaction Index (ACSI).
Simple random sampling technique was applied to select 243 consumers living in
Hua Hin and tourists, both of which had either dining alone, or with friend or with family to
answer self-reported questionnaire. Data was analyzed by bivariate statistical analysis
consisted of t-test, F-test, and correlation analysis.
Research findings revealed that factors affecting perceived value and customer
loyalty of the international brand and the local brand, consist of 6 components which are:
Customer Expectations, Perceived Quality, Perceived Value, Overall Customer Satisfaction,
Customer Voice, and Customer Loyalty; and Customer Expectations is the initial factor that
has a positive influence on Perceived Quality and these two factors constantly have a
positive influence on Perceived Value being worth the money spent on the services. These
three factors constantly have a positive influence on Overall Customer Satisfaction which
has a positive influence towards both Customer Voice and Customer Loyalty at a
statistically significant level of 0.01, 0.05. | en_US |
