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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/1797

Title: A Study of Factors Influencing Repurchase Intention of Doughnuts Industry of Thailand.
Authors: Peiling Xiao
Keywords: doughnuts industry of Thailand
customer repurchase intention
ervice quality
food quality
food taste
product variety
brand preference
word of mouth
promotion
location
friendliness
Issue Date: 2015
Publisher: Bangkok University
Abstract: The currently intention of study is how donut industry of Thailand to influence the customer repurchase intention through service quality, food quality, food taste, product variety, brand preference, word of mouth, promotion, location and friendliness in the field of doughnuts. The researchers targeted the customers having experience with the donut industry of Thailand and the target population was ranging from 15 to 40 in both genders. This paper describes nine independent variables which are service quality, food quality, food taste, product variety, brand preference, word of mouth, promotion, location and friendliness and their affect toward the dependent variable repurchase intention. There is a low positive relationship between service quality, food quality, food taste, brand preference, promotion, location and friendliness and repurchase intention. And there is a medium positive relationship between product variety, word of mouth, and repurchase intention. This means, the 9 factors, service quality, food quality, food taste, product variety, brand preference, word of mouth, promotion, location and friendliness can be developed to increase the level of repurchase intention.
Description: Independent Study (M.Com.Arts)--Global Communications, Graduate School, Bangkok University, 2015
Advisor(s): Sumas Wongsunopparat
URI: http://dspace.bu.ac.th/jspui/handle/123456789/1797
Appears in Collections:Independent Studies - Master

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