ภูมิทัศน์บริการออนไลน์ที่มีอิทธิพลต่อความภักดีแก่นักท่องเที่ยวชาวไทยในธุรกิจตัวกลางการจองที่พักออนไลน์
Article Sidebar
Main Article Content
บทคัดย่อ
ผลการวิจัยพบว่า โมเดลความสัมพันธ์เชิงสาเหตุภูมิทัศน์บริการออนไลน์ที่มีผลต่อความพึงพอใจและความภักดีมีความสอดคล้องกับข้อมูลเชิงประจักษ์อยู่ในระดับดี ซึ่งมีค่าดัชนี c2/df = 2.905, CFI = 0.950, TLI = 0.943, RMSEA = 0.065 จึงสรุปได้ว่า ปัจจัยภูมิทัศน์บริการออนไลน์ด้านความดึงดูดใจทางด้านความงาม ด้านการจัดสภาพพื้นที่และการใช้งาน และด้านความปลอดภัยและนโยบายความเป็นส่วนตัวมีอิทธิพลเชิงบวกต่อความพึงพอใจและความภักดีของนักท่องเที่ยวอย่างมีนัยสำคัญทางสถิติ ผลจากการวิจัยนี้สามารถนำโมเดลไปประยุกต์ใช้เพื่อเป็นแนวทางให้ผู้ประกอบการธุรกิจที่พักสามารถพัฒนาแอปพลิเคชันบนมือถือให้ตรงตามความต้องการของลูกค้าได้อย่างเหมาะสม รวมทั้งควรคำนึงถึงความปลอดภัยและความเป็นส่วนตัวของผู้ใช้บริการออนไลน์
Article Details
เอกสารอ้างอิง
Baker, J. (1986). The role of the environment in marketing services: The consumer perspective. The services challenge: Integrating for competitive advantage, 1(1), 79-84.
Bilgihan, A. (2016). Gen Y customer loyalty in online shopping: An integrated model of trust, user
experience and branding. Computers in Human Behavior, 61, 103-113.
Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees,
Journal of Marketing. 56(2), 57-71.
Castañeda, J. A. (2011). Relationship between customer satisfaction and loyalty on the internet. Journal of Business and Psychology, 26(3), 371-383.
Chummangid, K., & Iochawna, J. (2015). Attitude, satisfaction and utilization of social media among students and staff at the faculty of environment and resources studies, Mahidol University. Journal of Professional Routine to Research, 2, 43-53.
Deyalage, P. A., & Kulathunga, D. (2019). Factors affecting online customer satisfaction: the Sri Lankan
perspective. International Journal of Business and Management, 14(2), 99-114.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis: A global perspective (7th ed.). Pearson Education Inc.
Harris, L. C., & Goode, M. M. (2010). Online servicescapes, trust, and purchase intentions. Journal of
Services Marketing, 24(3), 230-243.
Ingkasarit, T., & Kaisangthong, C. (2020). Factors influencing customer loyalty toward online shopping of generations X. Suthiparithat Journal, 34(110), 159-170.
Jansakul, A. (2017). Tourism industry: Accommodation business management in the online era https://www.bot.or.th/Thai/MonetaryPolicy/Southern/ReasearchPaper/Hotel_Management.pdf
Jauhari, M. T., Kusumawati, A., & Nuralam, I. P. (2019). The impact of website quality on consumer satisfaction and purchase intention (study case of e-commerce Lazada Indonesia in Malang city). Jurnal Administrasi Bisnis, 67(1), 54-61.
Khwanjai, K. (2017). Satisfaction trust affecting loyalty the reservation properties online customers in Bangkok [Unpublished Master's thesis]. Bangkok University.
Kline, R. B. (2011). Principles and Practice of Structural Equation Modeling (3rd ed.). Guilford Press.
Kuo, T. S., Huang, K. C., Nguyen, T. Q., & Nguyen, P. H. (2019). Adoption of mobile applications for identifying tourism destinations by travellers: an integrative approach. Journal of Business Economics and Management, 20(5), 860-877.
Luangpipat, N. (2012). Influencing online opinions on travelers’ decision to book budget accommodation (hostel) in Bangkok [Unpublished Master's thesis]. Naresuan University.
Lunkam, P. (2020). Business/Industry trends 2019-2021: Hotel business. https://www.krungsri.com/en/research/industry/industry-outlook/Services/Hotels/IO/Industry-Outlook-Hotels
Luo, J., Ba, S., & Zhang, H. (2012). The effectiveness of online shopping characteristics and well- designed websites on satisfaction. Mis Quarterly, 36(4), 1131-1144.
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press.
Ministry of Tourism and Sports. (2020a). Domestic Tourism Statistics (Classify by region and province 2020). https://www.mots.go.th/more_news_new.php?cid=594
Ministry of Tourism and Sports. (2020b). International tourist arrivals in 2020. https://www.mots.go.th/download/article/article_20201104090605.pdf
Nunnally, J. C. (1978). Psychometric Theory (2nd Ed.). McGraw-Hill.
Oliver, R. L. (2006). Customer satisfaction research. The handbook of marketing research: Uses, misuses, and future advances, 1-40.
Ong, C. H., & Zien Yusoff, R. (2016). The role of emotional and rational trust in explaining attitudinal and behavioral loyalty: An insight into SME brands. Gadjah Mada international journal of business, 18(1), 1-19.
Pantavangkul, J. (2016). Guidelines for the application and gratification in using social network of the Northeastern University (NEU) students. Dhammathas Academic Journal. 5(1), 51-61.
Prommanee, P., Pitayavatanachai, Y., & Tappha, J. (2020). Concepts of satisfaction and construction of job satisfaction questionnaire. APHEIT Journal, 26(1), 59-66.
Rita, P., Oliveira, T., & Farisa, A. (2019). The impact of e-service quality and customer satisfaction on customer behavior in online shopping. Heliyon, 5(10), 1-14.
Rosenbaum, M. S., & Massiah, C. (2011). An expanded servicescape perspective. Journal of Service Management, 22(4), 471-490.
Saenboonsong, S. (2016). The development of website for faculty of education, Pranakhon Si Ayutthaya Rajabhat University using content management system. Journal of Graduate Studies Valaya Alongkron Rajabhat University, 10(2), 117-128.
Sharma, G. & Lijuan, W. (2015). The effects of online service quality of e-commerce Websites on user satisfaction. The Electronic Library. 33(3), 468-485.
Shelly, M. W. (1975). Responding to social change. Pennsylvania: Dowden Hutchison.
Supcharoenkul, T. (2016). Factors influencing making a room reservation of Thai tourists via online travel agency [Unpublished Master's thesis]. Bangkok University.
Tang, T. W. & Huang, R. T. (2015). The relationships among trust, e-satisfaction, e-loyalty, and customer online behaviors. International Journal of Business and Industrial Marketing, 1(2), 16-25.
Tangcharoensiri, P. (2012). Study of factors influencing customer online hotel reservation intention in Thailand [Unpublished Master's thesis]. Thammasat University.
Vroom, H Victor. (1964). Work and Motivation. John Wiley & Sons Inc.
Wilson, A., Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2012). Services marketing: Integrating
customer focus across the firm. McGraw-Hill Education.
Wongrattana, C. (2007). Technique using statistics for research (10th ed.). Taineramitkij Inter Progressive Printing.
Wu, W. Y., Quyen, P. T. P., & Rivas, A. A. A. (2017). How e-servicescapes affect customer online shopping intention: the moderating effects of gender and online purchasing experience. Information Systems and e-Business Management, 15(3), 689-715.
Yamane, Taro. (1967). Statistics: An Introductory Analysis (2nd ed.). Harper and Row.
