Electronic service quality and social media marketing activities affecting customers’ purchase intention to use cleaning service applications in Thailand
Keywords:
Electronic Service Quality, Social Media Marketing Activities, Purchase Intention, Cleaning Service Applications, Thai CustomersAbstract
The objective of this study was to examine the influence of electronic service quality and social media marketing activities on customers’ purchase intention to use cleaning service applications in Thailand. This research employed a quantitative approach using an online questionnaire. The target population consisted of Thai men and women aged 18 years and above who were aware of and interested in using cleaning service applications. A sample of 400 respondents was selected through a multistage sampling technique and multiple linear regression analysis was employed to test the hypotheses. The findings revealed that electronic service quality, particularly in terms of fulfilment, system availability, and privacy, had a direct influence on customers’ purchase intention to use cleaning service applications in Thailand, explaining 43.4% of the variance in purchase intention (R² = 0.434). Moreover, social media marketing activities in the dimensions of entertainment, interaction, trendiness, and customization were found to have a direct influence on customers’ purchase intention to use cleaning service applications in Thailand, accounting for 60.3% of the variance (R² = 0.603).
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