คุณภาพงานบริการและความน่าเชื่อถือของแบรนด์ กรณีศึกษา ธุรกิจซักแห้งในจังหวัดกรุงเทพมหานครกับความท้าทายในพฤติกรรมความภักดีของลูกค้า
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บทคัดย่อ
คุณภาพงานบริการและความน่าเชื่อถือของแบรนด์
กรณีศึกษา ธุรกิจซักแห้งในจังหวัดกรุงเทพมหานครกับความท้าทายในพฤติกรรมความภักดีของลูกค้า
บทคัดย่อ
แบรนด์ที่ประสบความสำเร็จส่วนมากย่อมมีลูกค้าประจำ นับเป็นความท้าทายอย่างยิ่งกับการสร้างลูกค้าประจำ งานวิจัยนี้ศึกษาเกี่ยวกับความภักดีที่มีต่อแบรนด์ การซื้อซ้ำ การมีลูกค้าประจำจะทำให้เกิดรายได้ที่ต่อเนื่องและความยั่งยืนของแบรนด์ โดยมี 3 หัวข้อหลัก ได้แก่ คุณภาพงานบริการ ความน่าเชื่อถือของแบรนด์ และพฤติกรรมความภักดีของลูกค้าในธุรกิจซักแห้ง โดยได้สำรวจกลุ่มคนจำนวน 240 คนจากแบบสอบถามแบบเจาะจงกับคนที่ใช้บริการซักแห้ง และวิเคราะห์ผลโดยใช้วิธี Confirmation Factor Analysis และ Structural Equation Modeling ผลที่ได้พบว่าคุณภาพงานบริการมีผลโดยตรงต่อความน่าเชื่อถือของแบรนด์ ในขณะที่ความน่าเชื่อถือของแบรนด์และคุณภาพงานบริการไม่มีผลโดยตรงต่อพฤติกรรมความภักดี แต่หากคุณภาพงานบริการมีมากพอจนส่งความน่าเชื่อถือของแบรนด์ต่อภาพลักษณ์และความมีอัตลักษณ์ของแบรนด์จะส่งผลต่อพฤติกรรมความภักดีของลูกค้าได้
นิยามศัพท์: ความน่าเชื่อถือของแบรนด์, พฤติกรรมความภักดี, ลูกค้าที่มีความภักดี, บริการประเภทซักแห้ง, คุณภาพงานบริการ
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