Main Article Content
The objectives of this research were (1) to study the causal factors of customer based-brand equity of online travel agency in Thailand (2) to study the components in the causal factors of customer based-brand equity of online travel agency in Thailand and (3) to develop the causal model of customer based-brand equity of online travel agency in Thailand. A mixed-method combination. Sample sizes equal to 560. The research methodologies were questionnaires and focus group discussions. The statistics used for data analysis consisted of descriptive statistics, correlation coefficient analysis, confirmatory factors analysis, and analysis of structural equation models.
The research results were as follows:
1. the causal factors of customer based-brand equity of online travel agency in Thailand were electronic marketing mixes corporate governance in the customer’s perspective and electronic services quality, these causal factors had a positive direct.
2. the components in the causal factors of customer based-brand equity of online travel agency in Thailand were (1) electronic marketing mixes with the most important was customer service (2) corporate governance in the customer’s perspective with the most important was participation of customers (3) electronic service quality with the most important was contact (4) customer based-brand equity with the most important was brand association (5) customer performance with the most important was customer satisfaction.
3. the causal model development of customer based-brand equity of online travel agency in Thailand passed the fit index criterion for confirmatory factors analysis and structural equation model, The originality found in this research was the model of customer based-brand equity of online travel agency in Thailand.
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