This paper intends to study the effect between service quality and customer satisfaction; customer satisfaction and customer loyalty; also the effect of demographics as moderator toward the relationships. The demographic variables: gender, age, education level, and income, are considered as the moderating factors. The respondents are passengers using low cost airline only in domestic. Structural equation model (SEM) is applied to discover the effects following the objectives of study. According to the result, gender affects the relationship between assurance and customer satisfaction to be negative whereas age affects their relationship to be positive. Furthermore, gender affects the relationship between empathy and customer satisfaction to be positive. For income level, it affects the relationship between reliability and customer satisfaction to be negative effect. Lastly, the education level affects the relationship between customer satisfaction and customer loyalty to be negative effect. In conclusion, the demography should be extended to study in various fields for explaining the phenomenon of demographic.
This study seeks to explore the main factors influencing Thai female consumers purchasing behavior and identify the relationship between consumer behavior and sales objectives of Korean Cosmetic brands I. The data was collected in the form of an online questionnaire which was divided into 5 subsections. This was followed by 1) Demographic data 2) Thai females purchasing behavior of Korean cosmetics 3) Factors influencing the purchase of Korean cosmetics 4) Purchase intention and 5) Suggestions. Four hundred (N = 400) respondents from Thai females were selected for this study. For data analysis, statistical methods which rely mainly on descriptive statistics and multiple linear regression analysis were used. The multiple linear regression model shows the factors determining buying behavior of Thai females. The results show that Product Packaging, Product Quality, and Price weigh heavily on the purchasing intentions of the participants.
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