Service Quality Development to Strengthen Visa Service Company’s Brand Loyalty in Thailand
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Abstract
The primary objective of this research is to examine the relationship between service quality and brand loyalty, as well as the effect of service quality on brand loyalty, among visa service companies in Thailand. This will be accomplished through the use of a quantitative method involving questionnaires developed by the researcher. To analyze the data, descriptive statistics and percentages were used to examine respondent profiles. Correlation analysis was performed to examine the relationship between service quality and brand loyalty, and multiple regression analysis was used to determine the effect of service quality on brand loyalty of customer visa service companies in Thailand. It was discovered that customer trust, customer reliability, and customer responsiveness were the variables that had the greatest effect on positive word of mouth loyalty, while customer understanding, customer reliability, and customer trust had the greatest influence on customer intention to repurchase. Customer understanding and customer trust had the greatest influence on protection engagement. The outcome of this research has implication for the quality of service provided and the development of visa service businesses in Thailand.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของวารสาร สักทอง : วารสารมนุษยศาสตร์และสังคมศาสตร์ สถาบันวิจัยและพัฒนา มหาวิทยาลับราชภัฏกำแพงเพชร
ข้อคิดเห็นใดๆ ที่ปรากฎในวารสารเป็นวรรณกรรมของผู้เขียนโดยเฉพาะ ซึ่งมหาวิทยาลัยราชภัฏกำแพงเพชรและบรรณาธิการไม่จำเป็นต้องเห็นด้วย
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