Customer-Contact Business Strategies Affecting Organizational Reputation of Airline Businesses in Thailand 4.0
Abstract
The research aimed to investigate the effect of customer-contact business strategies on organizational reputation of airline business in Thailand 4.0. The samples were of 350 customers residing in Bangkok and Metropolitan area and used to use services from airline businesses in Thailand. The questionnaires were used to collect the data with the purposive sampling and convenient sampling methods. Data analysis consisted of descriptive statistics including frequency, percentage, mean and standard deviation and inferential statistics including structural equation model (SEM). The results showed that personnel strategy had a direct effect on marketing strategy and customer experience building strategy, and an indirect effect on organization reputation with standardized coefficient as of 0.790, 0.557, and 0.605. The marketing strategy had a direct effect on customer experience building strategy and organization reputation with standardized coefficient as of 0.352 and 0.321, respectively. Lastly, the customer experience building strategy had a direct effect on organization reputation with standardized coefficient as of 0.283 at the significant level as of 0.001. The study results can contribute managerial implications in developing personnel strategy, marketing strategy, and customer experience to create the organization reputation in era of Thailand 4.0.
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