The Impact Of Price Perception On Customer Loyalty In The Airline Context

It is a generally acknowledged in marketing literature that pricing is a critical strategy that influences product/service demand and company profitability. Consequently, price plays an important role in influencing customers’ decisions in choosing and developing loyalty with a particular product or service. Moreover, consumers are becoming more value conscious, focusing on price and value as the primary reason when purchasing product and service. Thus, the influence of the multi-dimensions of perceived value on customer loyalty in the airline context was examined. In addition, the moderating effect of consumers’ price perception was also investigated in explaining service loyalty. The empirical findings strongly supported the significant impact of quality/emotional response/reputation, behavioral price on brand affect and brand trust. But no support was found for the hypothesized relationships between monetary price and brand affect and brand trust. Moreover, brand trust was found to significantly predict both attitudinal loyalty and behavioral loyalty, as hypothesized. Contrary to expectations, brand affect exerted no impact on both loyalty constructs. The moderating effect of price perception was significantly apparent solely on the relationship between brand affect and loyalty constructs

Examining The Relationship Between Commitment And Airline Loyalty And The Moderating Effect Of Uncertainty Avoidance

Customer loyalty has long been of significant interest to both academic scholars and marketing practitioners. Considerable researches in marketing has long supported commitment as a major predictor of loyalty. Notwithstanding that the association between customers’ commitment and loyalty is well documented, little understanding of how the multi-dimensions of commitment influence customer loyalty in the airline context. Thus, the impact of the multidimensional conceptualization of commitment (informational complexity, position involvement and volitional choice) on loyalty was investigated in the airline context. Besides commitment, the examinations of the influence of brand affect and brand trust on loyalty constructs were also included. Moreover, the moderating effect of uncertainty avoidance on the links between brand affect and brand trust and loyalty was also taken into account. The empirical findings supported the three dimensions of commitment as the determinants of loyalty. But no support was found for the hypothesized relationships between informational complexity and attitudinal loyalty and between volitional choice and attitudinal loyalty. As hypothesized, brand affect contributes to predicting both attitudinal and behavioral loyalty; while brand trust influences solely on behavioral loyalty. Contrary to expectations, no support was found for the moderating effect of uncertainty avoidance on the relationships between brand affect and brand trust and loyalty constructs

The Impact Of Perceived Value On Spa Loyalty And Its Moderating Effect Of Destination Equity

Numerous empirical studies have extensively investigated perceived value as a unidimensional measure in the product and service setting. However, research scholars argued that this unidimensional conceptualization lacks validity and assumes that consumers have a shared meaning of value. Moreover, this unidimensional measure fails to give marketing practitioners specific direction on how to improve value. Thus, the multi-dimensional conceptualization of perceived value including five dimensions (quality, emotional response, monetary price, behavioral price and reputation) was employed to investigate service loyalty in the spa industry. This study aims to examine the relative effects of perceived value dimensions on satisfaction and trust and the impact of satisfaction and trust on loyalty. The moderating effects of destination equity are also taken into account. The empirical results support the significant impact of quality, emotional response, monetary price, reputation on satisfaction and trust as hypothesized. In contrast, no support was found on the link between monetary price and trust and between behavioral price and satisfaction and trust.  Consistent with previous studies, the impact of satisfaction and trust on loyalty constructs were significantly supported. The moderating effect of destination equity on the relationship between satisfaction and loyalty was significantly apparent. In contrast, no support for the moderating effect of destination equity on the influence of trust on loyalty was found. Implications of the results are discussed

Tourists Expectation And Perception Towards Environmental Issue Management For Green Tourism Of Khao Yai National Park

This paper presents the results of a study conducted to evaluate tourists perceptions of environmental issue management in Khao Yai National Park, where has been inscribed as a natural UNESCO World Heritage Site under the name Dong Phaya YenKhaoYai Forest Complex since 2005. The information could assist in addressing tourists perception in order to improve the management of the site for sustainable green tourism. The current study was carried out in 4 sites located in the complex. The sample size for this research is 654 tourists. The study analyzes six issues of environmental issue management, which are pollution, facilities, safety, regulation enforcement, eco-tourism activities, and stakeholder collaboration. Each dimension was rated both in term of expectation and perception. Positive gaps are found between the scores of perception and expectation of environmental issue management, implying that environmental issue management in the complex is more effective than tourists expect it to be

An Examination Of Tourists Loyalty Towards Medical Tourism In Pattaya, Thailand

The purpose of this study is to explore the antecedents of tourists’ attitudinal loyalty towards medical tourism in Pattaya (a major tourist destination in Thailand). Multiple regression analysis indicated that attitudinal loyalty towards medical tourism was mainly driven by satisfaction, trust, perceived value, destination familiarity, as well as destination image, respectively. When examining these antecedents between hospital tourists and clinic tourists, the results indicated that trust becomes the most important driver for hospital tourists whereas satisfaction becomes the most important driver for clinic tourists

Environmental Sustainability In The Thai Hotel Industry

Nowadays, the growing concern of environmental sustainability does not only influence consumers’ demand but also how companies run their own business. Consumers are more conscious about the environment and demanding environmental friendly products and services. Consequently, the tourism industry currently faces increasing demands from consumers to achieve levels of environmental responsiveness. Thus, companies strive to implement environmentally friendly and socially responsible practices to gain competitive advantage, while still maintaining commercial success. Moreover, empirical evidence indicated that companies’ increased environmental support results in the development of customer trust and commitment as well as higher profitability. Thus, this study attempts to investigate the antecedents of loyalty in the hotel industry by examining the impacts of attitude toward the hotel’s environmental concern, subjective norms, perceived value and destination competitiveness on customers’ future intentions. Also, the comparative examination of these relationships between high and low environmental concern groups was included. Results revealed that perceived value is, followed by destination competiveness, the most powerful predictor of future intentions in both high and low environmental concern groups. In addition, attitude towards the hotel’s environmental concern significantly influenced future intentions solely in high environmental concern group. Contrary to our expectation, subjective norms exerted no significant effect on future intentions in both groups

The Relative Impact Of Competitiveness Factors And Destination Equity On Tourists Loyalty In Koh Chang, Thailand

The purpose of this study is to investigate the relative impact of competitiveness factors and destination equity on tourist’s loyalty toward Koh Chang (Chang Island) one of the famous tourist destination in Thailand). Multiple regression analysis indicated that attitudinal loyalty was mainly driven by destination equity (destination image and destination awareness). The competitiveness factors that significantly influence domestic tourists are (1) location of destination, (2) quality of service and (3) natural resources while the competitiveness factor that influence international tourists is natural resources

นวัตกรรมทางการตลาดของผู้ประกอบการธุรกิจถนนคนเดินเพื่อการยอมรับของนักท่องเที่ยวชาวต่างชาติและชาวไทย: กรณีศึกษาจังหวัดเชียงใหม่ และภูเก็ต (MARKETING INNOVATION OF WALKING STREET ENTREPRENEURS FOR GAINING ACCEPTANCE OF FOREIGN AND THAI TOURISTS...)

บทคัดย่อ งานวิจัยเรื่องนี้มีวัตถุประสงค์เพื่อศึกษา นวัตกรรมทางการตลาดของผู้ประกอบการธุรกิจถนนคนเดินเพื่อการยอมรับของนักท่องเที่ยวชาวต่างชาติและชาวไทยของจังหวัดเชียงใหม่ และภูเก็ตโดยใช้การการวิจัย เชิงปริมาณและการวิจัยเชิงคุณภาพ การวิจัยเชิงปริมาณใช้แบบสอบถามกับนักท่องเที่ยวที่มาท่องเที่ยวในถนนคนเดินเชียงใหม่และถนนคนเดินภูเก็ตรวม 690 คน ส่วนการวิจัยเชิงคุณภาพ ใช้การสัมภาษณ์แบบเจาะลึกและการสัมภาษณ์กลุ่มเฉพาะจากผู้ประกอบการและบุคลากรภาครัฐที่เกี่ยวข้องรวม 30 คน จากผลการวิจัย พบว่า นักท่องเที่ยวมีระดับความต้องการนวัตกรรมทางการตลาดอยู่ในระดับมาก มีความคิดเห็นต่อขีดความสามารถของผู้ประกอบการถนนคนเดินว่าอยู่ในระดับเหนือกว่าคู่แข่ง มีการยอมรับนวัตกรรมอยู่ในระดับยอมรับมาก มีความพึงพอใจโดยรวมอยู่ในระดับพึงพอใจถึงพอใจมาก มีแนวโน้มพฤติกรรมการท่องเที่ยวในอนาคตอยู่ในระดับสูงถึงสูงมาก และมีความตั้งใจจะแนะนำบอกต่ออยู่ในระดับตั้งใจมาก นอกจากนั้นปัจจัยนวัตกรรมทางการตลาดมีผลต่อ การยอมรับนวัตกรรม ความพึงพอใจโดยรวม แนวโน้มพฤติกรรมการท่องเที่ยวในอนาคต และความตั้งใจจะแนะนำบอกต่อที่หลากหลายและแตกต่าง ขึ้นอยู่กับสถานที่ตั้งของถนนคนเดิน และจุดประสงค์ของการท่องเที่ยวของกลุ่มตัวอย่าง อีกทั้งยังขึ้นอยู่กับเชื้อชาติของกลุ่มตัวอย่าง คำสำคัญ: ถนนคนเดิน นวัตกรรมการตลาด การท่องเที่ยว Abstract The purpose of this research is to study the marketing innovations of walking street entrepreneurs to gain acceptance of Foreign and Thai Tourists in Chiangmai and Phuket provinces, using both quantitative and qualitative analysis. Quantitative analyses were done using questionnaires from 690 tourists in Chiangmai and Phuket walking streets. For qualitative analysis, in-depth interview and focus group method were employed with a total 30 interviewees, consisting of walking street entrepreneurs and related government officers. It was found that tourists had high needs for marketing innovations, considered the competitiveness of the walking streets entrepreneurs to be above competitors, had high level of innovation adoption, high to very high level of satisfaction, high to very high tendency of repeated visits in the future and high tendency to recommend others to visit. In addition, marketing innovations has differential effects on innovation adoption, satisfaction, tendency of repeated visits in the future, and intention to recommend others to visit, depending on location of the walking streets, purpose of visits, and nationality of the tourists. Keywords: Walking street, Marketing innovation, Tourism