Regression Limit Analysis of the Relationship between Service Failure, Service Recovery, Customer Forgiveness and Customer Loyalty of the Omnichannel Marketing Restaurants in the Lower Northern Provincial Cluster 1 of Thailand
Keywords:
Service failure, service recovery, Customer Forgiveness, Customer Loyalty, omnichannel marketing restaurantAbstract
This research aimed to study the level of customers’ opinions on service failure, service recovery, customer forgiveness, and customer loyalty and investigate the relationship between service failure, service recovery, customer forgiveness, and customer loyalty of the omnichannel marketing restaurants in the Lower Northern Provincial Cluster 1 of Thailand. The data for this quantitative research were collected from a sample of 750 people through a questionnaire with an overall reliability between 0.864 - 0.943, and a validity and reliability with an average Cronbach's alpha of 0.886. The results revealed that the customers’ highest level of opinion was on customer forgiveness, customer loyalty, service recovery, and service failure, respectively. It was also found that the highest relationship was between service recovery and customer forgiveness, service recovery and customer loyalty, customer forgiveness and customer loyalty, service failure and customer loyalty, and service failure and service recovery, respectively. However, service failure had an inverse relationship with customer forgiveness.
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บทความที่ได้รับการตีพิมพ์ในวารสารวิทยาการจัดการมหาวิทยาลัยราชภัฏพิบูลสงคราม เป็นลิขสิทธิ์ของมหาวิทยาลัยราชภัฎพิบูลสงคราม
บทความที่ลงพิมพ์ใน วารสารวิทยาการจัดการมหาวิทยาลัยราชภัฎพิบูลสงคราม ถือว่าเป็นความเห็นส่วนตัวของผู้เขียนคณะบรรณาธิการไม่จำเป็นต้องเห็นด้วย ผู้เขียนต้องรับผิดชอบต่อบทความของตนเอง
