Chinese tourists' satisfaction towards shopping service in Bangkok, Thailand

Abstract

This study aims to investigate the factors influenced Chinese tourist’s shopping satisfaction in Thailand, which including price advantage, brand image, service quality, product quality and promotion activities. The research was conducted via online questionnaire with 335 Chinese respondents who had traveled to Thailand. Statistics analysis were presented through percentage, mean, and standard deviation. And correlation analysis was used in identifying the relationship between independent and dependent variables. The results reveal that most of the respondents were female with 21-30 years old, lower than bachelor’s degree, gained less than 3,000 Yuan per-month and were mostly students. According to shopping behavior, most of them spent around 1,001-5,000 Yuan on shopping and chose to go to shopping malls for consumption and purchased the product because of the quality of local products. They also purchased international products, and were attracted by advertising via social media. The analysis of the shopping satisfaction of Chinese tourists in Bangkok, Thailand was conducted in the form of mean and standard deviation. The results showed that most of the respondents are satisfied with shopping in Bangkok. Most of respondents were satisfied with price discount(3.93) while in part of price advantage. In the brand image section, respondents are satisfied with the shopping malls environment (3.88) and the richness of shopping malls products (3.88). Regarding service quality, most of respondents were satisfied with malls providing Chinese signage (3.95). In terms of product quality, respondents feel satisfied when they buy products with good materials (3.90) and good quality (3.90). Most of the respondents are satisfied with the samples given by the shopping malls (3.95) while in part of promotion activity. The results show that the hypotheses proposed by this study about the five factors related to Chinese tourists' shopping satisfaction in shopping malls in Bangkok were all accepted (P<0.05). Based on the research results, this article puts forward corresponding suggestions for the further development of tourism products in Bangkok shopping malls. To this end, we should do the following four aspects: first, locate consumer groups and understand shopping motivations; second, establish brand effects and strive to improve corporate culture; third, improve shopping mall supporting services and improve service quality; finally, optimize marketing mix strategies, stimulate tourists' shopping motivation.