Driving Factors Influencing Positive Word of Mouth and Continuance Intention of Ruam Thavorn Transport Company Limited Customers

Main Article Content

ประดับมุก ธนจิรโชติ
นรพล จินันท์เดช
อัมพล ชูสนุก


The objectives of this research were (1) to study factors influencing trust, viz., perceived price value, delivery performance, and service quality of Ruam Thavorn Transport Company Limited (RTTC-L) customers; (2) to study factors influencing customer satisfaction, viz., perceived price value, delivery performance, service quality, and trust of RTTC-L customers; (3) to study factors influencing positive word of mouth, viz., trust and customer satisfaction of RTTC-L customers; (4) to study factors influencing continuance intention, viz., trust, and customer satisfaction of RTTC-L customers; and (5) to examine the congruence of the causal relationship model of the influence of perceived price value, delivery performance, and service quality on trust, customer satisfaction, positive word of mouth, and continuance intention of RTTC-L customers with empirical data. The researchers conducted quantitative research which involved empirical research. A questionnaire was used as a research instrument for collecting pertinent data from RTTC-L 442 customers in Thailand. Used simple sampling random
method. The statistics used in data analysis were frequency, percentage, mean, standard deviation, and structural equation model analysis.  The results of SEM analysis showed that the model was congruent with empirical data at a good level. Chi-square (χ2) 585.016; degrees of freedom (df) 586; relative chi-square (χ2/df) 0.998; probability-value (p-value) 0.504; goodness of fit index (GFI) 0.942; adjusted goodness of fit index (AGFI) 0.906; and root mean square error of approximation (RMSEA) 0.000. Furthermore, the research findings were: (1) Perceived price value positively influenced trust. (2) Delivery performance positively influenced trust. (3) Service quality positively influenced trust. (4) Perceived price value positively influenced customer satisfaction. (5) Delivery performance positively influenced customer satisfaction.  (6) Service quality positively influenced customer satisfaction. (7) Trust positively
influenced customer satisfaction. (8) Trust positively influenced positive word of mouth.  (9) Customer satisfaction positively influenced positive word of mouth. (10) Trust positively influenced continuance intention. (11) Customer satisfaction positively influenced continuance intention.


Download data is not yet available.

Article Details

Research Article


Alrubaiee, L., & Alkaaida, F. (2011). The mediating effect of satisfactionin the patients perceptionsof healthcare quality-patient trust relationship. International Journal of Students Research. 3(1): 103-127.

Anderson, E. W., Fomell, C., & Lehmann, D. R. (1994). Customer satisfaction, market share and profitability. Journal of Marketing Research. 58: 53-66.

Bae, M. (2018). Understanding the effect of the discrepancy between sought and obtained gratification on social networking site users satisfaction and continuance intention. Computers in Human Behavior. 79: 137-153.

Blut, B., Frennea, C., Mittal, V., & Mothersbaugh, D. (2015). How procedural financial and relational switching costs affect consumer satisfaction, continuance intentions and repurchase behavior. International Journal of Research in Marketing. 32(2): 226-229.

Buzzell, R., & Gale, B. (1987). The PIMS principles: Linking strategy to performance. New York, USA: Free Press.

Calisir, F., Bayraktaroglu, A. E., Gumussoy, C. A., & Kaya, B. (2014). Effects of service quality dimensions including usability on perceived overall quality, customer satisfaction and return intention in different hospital types. International Journal of Advanced Operations Management. 6(4): 309-323.

Calvo, P. C., Andres, F. M., & Manuel, N. M. (2017). Exploring technology satisfaction: An approach through the flow experience. Computers in Human Behavior. 66: 400-408.

Chang, C. S., Chen, S. Y., & Lan, Y. T. (2013). Service quality, trust and patient satisfaction in interpersonal-based medical service encounters. BMC Health Services Research. 33(1): 13-22.

Chiou, J. S., & Droge, C. (2006). Service quality, trust, specific asset investment and expertise: Direct and indirect effects in a satisfaction loyalty framework. Journal of the Academy of Marketing Science. 34(4): 613-627.

Corbitt, B. J., Thanasankit, T., & Yi, H. (2003). Trust and e-commerce: A study of consumer perceptions. Electronic Commerce Research and Applications. 2(3): 203-215.

Dai, H., Luo, X., Liao, Q., & Cao, M. (2015). Explaining consumer satisfaction of services: The role of innovativeness and emotion in an electronic mediated environment. Decision Support Systems. 70: 97-106.

Everitt, B. S., & Skrondal, A. (2010). The Cambridge dictionary of statistics (4 ed.). New York: Cambridge University Press.

Fawcett, S. E., & Closs, D. J. (1993). Coordinated global manufacturing the logistics manufacturing interaction and firm performance. Journal of Business Logistics. 14(1): 1-25.

Filieri, R., Alguezaui, S., & McLeay, F. (2015). Why do travelers trust TripAdvisor? Antecedents of trust towards consumer-generated media and its influence on recommendation adoption and word of mouth. Tourism Management. 51: 174-185.

Gao, L., Waechter, K. A., & Bai, X. (2015). Understanding consumers continuance intention towards mobile purchase: A theoretical framework and empirical study-A case of China. Computers in Human Behavior. 53: 249-262.

Gonzalez, M. E. A., Comesana, L. R., & Brea, J. A. F. (2007). Assessing tourist behavioral intentions through perceived service quality and patient satisfaction. Journal of Business Research. 60(2): 153-160.

Greenwell, T. C., Fink, J., & Pastore, D. (2002). Assessing the influence of the physical sports facility on customer satisfaction within the context of the service experience. Sport Management Review. 5: 129-148.

Gremler, D. D., Gwinner, K. P., & Brown, S. W. (2001). Generating positive word-ofmouth communication through customereemployee relationships. International Journal of Service Industry Management. 1(1): 44-59.

Guiffrida, A. L., & Nagi, R. (2006). Cost characterizations of supply chain delivery performance. International Journal of Production Economics. 102(1): 22-36.

Hair, J. R., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate data analysis (7 ed.). Harlow: Pearson.

Han, H., & Hyun, S. S. (2017). Impact of hotel-restaurant image and quality of physical-environment, service and food on satisfaction and intention. International Journal of Hospitality Management. 63: 82-92.

Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing. 37(11): 1762-1800.

Lien, C. H., & Cao, Y. (2014). Examining WeChat users motivations, trust, attitudes and positive word-of-mouth: Evidence from China. Computers in Human Behavior. 41: 104-111.

Lussier, B., Gregoire, Y., & Vachon, M. A. (2017). The role of humor usage on creativity, trust and performance in business relationships: An analysis of the salesperson-customer dyad. Industrial Marketing Management. 65: 168-181.

Malhotra, N., Sahadev, S., & Purani, K. (2017). Psychological contract violation and customer intention to reuse online retailers: Exploring mediating and moderating mechanisms. Journal of Business Research. 75: 17-28.

Matzler, K., Würtele, A., & Renzl, B. (2006). Dimensions of price satisfaction: A study in the retail banking industry. Benchmarking: An International Journal. 24(4): 216-231.

Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing. 58(3): 20-38.

Nasomphong, R. (2010). Quality service [Online]. Available: https://www.gotoknow.org/posts/355352%25202553, Retrieved July 17, 2017.

Nunnally, J. C. (1978). Psychometric theory (2 ed.). New York, USA: McGraw-Hill.

Nurhanan, S., & Abdul, R. (2013). Trust and repurchase intention on online tourism services among Malaysian consumers. Procedia Social and Behavioral Sciences. 130: 577-582.

Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumer. New York, USA: McGraw-Hill.

Olsen, L. L., & Johnson, M. D. (2003). Service equity, satisfaction and loyalty: From transaction-specific to cumulative evaluations. Journal of Service Research. 5(3): 184-195.

Paparoidamis, N. G., Katsikeas, C. S., & Chumpitaz, R. (2017). The role of supplier performance in building customer trust and loyalty: A cross-country examination. Published Online: Elsevier.

Parasuraman, A., Zeithhaml, V., & Berry, L. L. (1988). Servqual: A multiple-item scale for measuring customer perceptions of service quality. Journal of Retailing. 64: 12-40.

Park, E., Kim, K. J., & Kwon, S. J. (2017). Corporate social responsibility as a determinant of consumer loyalty: An examination of ethical standard, satisfaction and trust. Journal of Business Research. 76: 8-13.

Pavlou, P. A., & Gefen, D. (2005). Psychological contract violation in online marketplaces: Antecedents, consequences and moderating role. Information Systems Research. 16(4): 372-399.

Piphatphokakul, P. (2017). Service experience: Strategies for the new age [Online]. Available: http://www.impressionconsult.com/web/index.php/articles/157-service-experience.html, Retrieved July 13, 2017.

Prajitmutita, L. M., Perenyi, A., & Prentice, C. (2016). Quality value?: Insights into medical tourists attitudes and behaviors. Journal of Retailing and Consumer Services. 31: 207-216.

Rempel, J. K., Holmes, J. G., & Zanna, M. P. (1985). Trust in close relationships. Journal of Personality and Social Psychology. 49(1): 95-112.

Rod, M., Ashill, N. J., & Gibbs, T. (2016). Customer perceptions of frontline employee service delivery: A study of Russian bank customer satisfaction and behavioural intentions. Journal of Retailing and Consumer Services. 30: 212-221.

Ruam Thavorn Transport. (2017). Company profile. Samut Prakarn: Ruamthavorn Transport.

Rubio, N., Villasenor, N., & Yague, M. J. (2017). Creation of consumer loyalty and trust in the retailer through store brands: The moderating effect of choice of store brand name. Journal of Retailing and Consumer Services. 34: 358-368.

Sichtmann, C. (2007). An analysis of antecedents and consequences of trust in a corporate brand. European Journal of Marketing. 41(9): 999-1015.

Sirdeshmukh, D., Japdig, S., & Berry, S. (2002). Customer trust, value and loyalty in relational exchanges. Journal of Marketing. 66: 15-37.

So, K. K. F., King, C., Sparks, B., & Wang, Y. (2013). The influence of customer brand identification on hotel brand evaluation and loyalty development. International Journal of Hospitality Management. 34: 31-41.

Sweeney, J. C., & Soutar, G. N. (2001). Customer perceived value: The development of amultiple item scale. Journal of Retailing and Consumer Services. 77(2): 203-220.

Teo, T. S., & Liu, J. (2007). Consumer trust in e-commerce in the United States, Singapore and China. Omega. 35(1): 22-38.

Verhoef, P. C. (2003). Understanding the effect of customer relationship management efforts on customer retention and customer share development. Journal of Marketing. 67(4): 30-45.

Wu, J. J., Hwang, J. N., Sharkhuu, O., & Batdelger, T. O. (2017). Shopping online and off-line?: Complementary service quality and image congruence. Asia Pacific Management Review. 23(1): 30-36.

Yen, D. C., Chen, J. V., Pornpriphet, W., & Widjaja, A. E. (2015). E-commerce web site loyalty: A cross cultural comparison. Information Systems Frontiers. 17(6): 1283-1299.

Zeithaml, V. A. (1988). Consumer perceptions of price, quality and value: A meansend model and synthesis of evidence. Journal of Marketing. 52(3): 2-22.

Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing. 60(2): 31-46.