Trust and Word of Mouth Affecting the Intention to Use the ISO 9001 Certification Services of Business Operators in the Manufacturing Sector in Mueang District, Samut Sakhon Province

Abstract

          The objectives of this study were to investigate the impact of trust and word of mouth on the intention to use ISO 9001 certification services among business operators in the manufacturing sector in Mueang District, Samut Sakhon Province. This study was quantitative research. The sample group consisted of 325 business operators from the manufacturing sector in Mueang District, Samut Sakhon Province, selected by using simple random sampling. The research instrument was a questionnaire. Statistical methods used for data analysis included multiple regression analysis.

           The results of the study revealed that the trust in expertise, honesty, reputation perception, and word of mouth significantly influenced the intention to use ISO 9001 certification services at the 0.05 significance level, with correlation coefficients ranging from 0.305 to 0.708. The multiple correlation coefficient (R) was 0.711, and the coefficient of determination (R²) was 50.50%, indicating the predictive power of the model.