Phonghanyudh, S. and Kungvantip, V. 2024. Service Quality and Brand Image Impacting Consumer Behavior and the Decision-Making Process in Buying Gold in the Bangkok Metropolitan Region. Journal of Management Science Nakhon Pathom Rajabhat University. 11, 2 (Dec. 2024), 122–137. DOI:https://doi.org/10.14456/jmsnpru.2024.32.