Influences of Celebrity Endorsement on Thai Male Consumers’ Attitudes and Purchase Intention of Male Cosmetics: The Case of Lee Dong Wook in Boy de CHANEL

Purpose – The purpose of this study is to examine the influence of celebrity endorsement on the attitudes of Thai male consumers, which lead to male cosmetics purchase intentions, by using a case study of famous male cosmetics advertisements. Design/Methodology/Approach – To purpose the new conceptual model, this study has explored previous research and adapted some models to be more relevant. A self-administered survey was used to collect the primary data. Inferential analysis was done by multiple linear regression (MLR) to test the hypotheses. Findings – The results show partial support of hypotheses, such that trustworthiness and relevance are the only 2 factors in celebrity’s attributes that influence attitudes toward advertisements and attitudes toward products. Moreover, both attitudinal variables are significantly linked with male cosmetics purchase intentions. Limitations/Implications – This study is relatively novel in terms of the industry that it aimed to study, male cosmetics. Previous articles related to this industry, and research using the PATER model, are scarce. Future studies can pinpoint more into this model and this industry. Furthermore, the familiarity between consumers and ads elements might play a role, according to the results. Hence, Thai ads might be used to study in future research on Thai male consumers

Investigation of Chinese Expatriates' Satisfaction and Loyalty to Visiting the Leading and Luxury Shopping Complexes in Bangkok Metropolis

Purpose: This research study aims to determine the extent to which Chinese expatriates are drawn to visit the leading and luxury shopping complexes in Bangkok Metropolis, by measuring the shopping complexes’ CRM attributes, their utilitarian value and their atmosphere. Attributes of customer relationship management (CRM)in this study include: the behavior of the employees; quality of customer service; relationship development; and interaction management. Research design, data and methodology: Chinese expatriates living in Greater Bangkok are asked to express their satisfaction and loyalty towards the shopping complexes. This study uses a quantitative research design. Questionnaire is distributed to the sample size of 150 customers. Multiple Linear Regression (MLR) and Simple Linear Regression (SLR) are used to analyzed the results. Results: The study finds that all the CRM elements, except relationship development have an impact on Chinese expatriate customers’ satisfaction and loyalty, while both the shopping complexes’ utilitarian value and their atmosphere have an impact on Chinese expatriate customers’ satisfaction and loyalty to the shopping complexes. Limitations/Implication: The results can be useful for the shopping complexes’ CRM planners to design specific communication and customer intimacy specifically catered to Chinese expatriate customers, of which population continues to rise as a result of growing businesses between Thailand and China.   Keywords: Customer Relationship Management (CRM), Utilitarian value, Atmosphere, Customer Satisfaction, Customer Loyalty, Chinese Expatriates   JEL Classification Code: D83, M31, O14, J11, F6

IMPORTANCE AND PERFORMANCE ANALYSIS OF DISTANCE EDUCATION FOR RADIO AND TELEVISION UNIVERSITY OF CHINA STUDENTS IN CHINA

This study aims to measure students’ perception on importance and performance of Radio and Television University of China (RTUC), with intention to help improve the university’s business. Student satisfaction is one of the important indexes of university ranking, and it is also an important reference index when students choose university. As a radio and television university, its students are mainly adults who have entered the social work, students in order to be more competitive in the workplace to promote the continuing education of academic qualifications. Unlike full-time students who are influenced by a variety of factors, adult students will focus on student satisfaction when choosing a school, so improving college satisfaction is important for RTUC enrollment, and studying the impact criteria of different variables on student satisfaction can help RTUC improve student satisfaction and thus better help universities attract students to enroll. Variables effecting RTUC’s students’ satisfaction in the distance education industry of china includes eight attributes: they are, RTUC’s general service, registration guide, tutorial, practice, learning material, examination, media, and, cost/value for money. Survey conducted on RTUC’s 401 students via questionnaire of 44 questions finds no significant difference between their perceptions on importance and performance of all variables. This is a  research use quantitative method and use important and performance analysis to evaluate the result

Measuring patients' perceived hospital service quality: A case study of Nepal's Private Hospitals

With the shift in focus to patient recognizing healthcare to be different compared to other services, service quality measurement needs to be tuned specifically to healthcare. The purpose of this paper is to describe hospital service quality of Nepal's private hospital as perceived by Nepalese patients and to which patients’ satisfaction of health service quality impact upon their behavioral intention. Descriptive survey study design was adopted for this study. Survey method and 400 questionnaires were distributed to the out- patient. Only four private hospitals were evaluated in Kathmandu City. The data was analyzed using simple linear regression Analysis was applied to envisage the relation between dependent and independent variables. The researcher found that there exists a correlation between customer satisfaction and behavioral intention. Also, hospital service quality has an impact upon customer satisfaction. From the findings the researcher concludes to develop the right approaches personalization need to be improved which stabilizes the system appropriately and be contextualized to the true environment of the Nepalese consumers. Healthcare provider and hospital management should allocate the effort towards personalization to maximize patient satisfaction and to improve the perceived quality of healthcare services

Identification of Impact of Atmospheric Attributes upon Buying Intention of Customers in Bhat Bhateni Supermarket in Nepal

The rise of supermarket business through changing consumer’s behavior in the cities of Nepal, atmospheric attributes, as an integrated part of supermarket business, has become a strategic tool in creating persuasive channel in a supermarket. The purpose of this paper is to describe atmospheric attributes of Bhat Bhateni Supermarket in Kathmandu Valley, Nepal and to which the impact made by these attributes towards buying intention of customers of the store. There were 400 questionnaires distributed to the customers who have at least visited Bhat Bhateni Supermarket once. The analysis of Multiple Linear Regression and Simple Linear Regression Analysis was applied to visualize the relation between dependent and independent variables. The findings of the research described the Nepalese consumers’ views on the atmosphere of Supermarket in Kathmandu Valley and to identify the extent to which atmospheric attributes of Kathmandu Valley’s Supermarket has impact upon Nepalese consumers’ buying intention. The researcher suggests room for improvement to the Nepalese marketers who use store surrounding and atmosphere as a marketing tool in Nepal’s supermarket industry. There exist an impact of general interior of the store, store layout or the interior display and human variables of the store. Therefore, the atmospheric attributes play a key role in the success of supermarket

A BLENDED PIANO TEACHING MODEL FOR NON-PIANO MUSIC MAJOR STUDENTS IN HUNAN CITY UNIVERSITY

The purpose of this quantitative research is to improve the piano performance skills of the non-piano major sophomore music students in Hunan City University. Based on the Morrison, Ross and Kemp Model (MRK), the researcher selected Sight-Reading, Scales and Arpeggios, Etude and Piano Piece as components of training and assessment to construct the Blended Piano Teaching Model (BPTM). The purposive sampling technique had been employed to select samples and divided into two groups; one was the experimental group with 15 sophomores, and the other was the control group with 15 sophomores from 280 non-piano music majors in the School of Music, Hunan City University. The results revealed that the experimental group using the BPTM statistically significant improve in Sight-Reading, Scales and Arpeggios, Etude and Piano Piece components compared with the control group without applying the BPTM model. Therefore, it was concluded and confirmed that the BPTM was the effective teaching tools in piano teaching for non-piano major music students. As the result, the institutions should consider implementing BPTM as one of the piano teaching strategy.&nbsp

An Examination of Bangladeshi Patients’ Loyalty towards a Private Hospital in Bangkok, Thailand

AbstractThe study aims to understand what influence medical tourists, more precisely, Bangladeshi medical tourists’ loyalty towards a private hospital. By considering four variables, which are: satisfaction, perceived value, trust, and destination image, this study conducts a survey-based research with 356 Bangladeshi patients who came to the hospital for medical treatment. The questionnaire, containing 42 items, covered the essence of four variables and the loyalty of the patient towards the hospital. The questionnaires were distributed from 1st April to 30th April, 2013. The results of the questionnaires were analyzed and interpreted in detail using the Statistical Package for Social Science (SPSS) version 20.0. Descriptive analysis section applies mean score, frequency, and percent to summarize data. To prove the hypotheses, Pearson correlation coefficient was used to find the relationship among satisfaction, perceived value, trust, destination image, and loyalty toward medical tourism in the private hospital.  The result shows that medical tourists’ satisfaction, perceived value, trust, and destination image, all have a significant influence on tourists’ loyalty towards medical tourism at this private hospital. The findings from this study should help all parties concerned not only in realizing the ongoing trends of medical tourism but also it will help them to plan their future to acquire the best outcome. Recommendation has been proposed for the hospital management, Tourism Authority of Thailand (TAT), medical tourism sector for further action.Keywords: medical tourists, satisfaction, perceived value, trust, destination imag

The Influencing Factors toward Brand Loyalty of Smartphone in Phnom Penh, Cambodia

The purpose of this study was to investigate the influencing factors of the independent variables, i.e. brand affect, brand trust, customer satisfaction, perceived quality, advertising spending, customer orientation, and CSR toward brand loyalty as dependent variable for the Apple iPhone in Phnom Penh, Cambodia. Then, the conceptual framework was designed from the theoretical framework, and hypotheses were constructed from the conceptual framework in order to know the relationship between dependent variable and independent variable. The researcher targets university students both male and female who currently use the Apple iPhone. A total of 400 questionnaires were distributed at the top five rankings of number of university students in Phnom Penh, Cambodia. The researcher used SPSS software for the statistical treatment of data by applying descriptive analysis and inferential analysis.The results of this study showed that brand trust had a high positive significant influence on brand affect, perceived quality had a high positive significant influence on satisfaction, advertising spending had a high positive significant influence on perceived quality. Furthermore, brand affect, brand trust, satisfaction, perceived quality, and CSR had a positive significant influence on brand loyalty in terms of behavior, commitment, and price tolerance. Whereas, only one variable which is advertising spending had a negative significant influence on brand loyalty in terms of behavior. However, customer orientation had not a significant influence on brand loyalty in terms of behavior, commitment, and price tolerance

Factors Influencing Undergraduate Students’ Loyalty: A Study of Thai Private Universities Offering International Programs

This study aims to identify factors that influence undergraduate students’ loyalty on their universities. The focus is on the international programs offered at six prominent Thai private universities in the greater Bangkok Metropolis and the outskirts area. A quantitative survey research method was employed. The respondents were Thai and International students who are between ages 18 and 25. An online survey was conducted using questionnaire distributed to 360 students. The researcher used quota sampling method in which 60 responses were obtained from each of the six universities. Results from Multiple Linear Regression analysis indicate that university image, reputation, functional service quality and student perceived value impact student satisfaction. University reputation scores highest on the students’ satisfaction (Beta = 0.755), followed by the students’ perceived value (Beta = 0.677), university image (Beta = 0.562) and functional service quality (Beta = 0.542), respectively. Results from Simple Linear Regression indicate that university image also impacts the students’ loyalty at the beta value (β) of 0.573. The findings conclude that Thai private universities should maintain and enhance university trustworthiness and heritage, such as campus culture, to build a favorable university image. It is also concluded that university reputation has the strongest impact on student satisfaction whereas student satisfaction has massive impact on student loyalty. Students from different universities do not express loyalty differently while students of different years of study hold distinct views when expressing loyalty to their respective universities