从点击到满意:基于客户的品牌资产如何影响泰国南邦省 Z 世代在线食品配送领域客户满意度的研究

Pongsiri Kamkankaew, Pojnicha Thongyoy, Yontida Phonracharnon
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引用次数: 0

摘要

背景和目的:在线平台的兴起,尤其是在餐饮服务行业,对 Z 世代产生了重大影响,提高了品牌偏好度和忠诚度,并可能影响客户满意度。本研究探讨了基于顾客的品牌资产对泰国南邦省 Z 世代网上送餐应用的顾客满意度的影响:本研究采用定量方法调查泰国南邦府在线食品配送应用程序 Z 世代用户的客户满意度与品牌认知度之间的关系。研究选取了 400 名用户作为样本。数据收集采用了偶然抽样和便利抽样技术,在线问卷是最合适的工具。问卷设计了五个关键变量,并使用 Cronbach's alpha 系数进行了内部一致性测试。为了解自变量对因变量(顾客满意度)的影响,进行了多元回归分析:本研究采用回归分析法探讨了泰国南邦省 Z 世代在线食品配送应用中顾客满意度的四个假设之间的关系。这些因素约占方差的 63.90%,研究结果表明品牌知名度、关联度、忠诚度和感知质量对顾客满意度有积极影响:结果表明,品牌知名度、联想、忠诚度和感知质量对顾客满意度有积极影响。实施这些建议可以提高泰国南邦省 Z 世代在线食品外卖市场的客户满意度和竞争力。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
From Clicks to Satisfaction: A Study on How Customer-Based Brand Equity Shapes Customer Satisfaction in Online Food Delivery Realm for Generation Z in Lampang Province, Thailand
Background and Aim: The rise of online platforms, especially in the food service industry, has significantly impacted Generation Z, enhanced brand preference and loyalty and potentially affecting customer satisfaction. This research explores the impact of customer-based brand equity on customer satisfaction with online food delivery applications for Generation Z in Lampang Province, Thailand. Materials and Methods: This study focuses on a quantitative approach to investigate the relationship between customer satisfaction and brand awareness among Generation Z users of online food delivery applications in Lampang Province, Thailand. A sample size of 400 users was chosen. Data was collected using accidental and convenient sampling techniques, with an online questionnaire as the most suitable instrument. The questionnaire was designed with five key variables and tested for internal consistency using Cronbach's alpha coefficient. A multiple regression analysis was performed to understand the influence of the independent variables on the dependent variable, customer satisfaction. Results: The study uses enter method regression analysis to explore the relationships between four hypotheses on customer satisfaction in online food delivery applications for Generation Z in Lampang Province, Thailand. With these factors accounting for about 63.90% of the variance, the findings demonstrate a positive impact of brand awareness, association, loyalty, and perceived quality on customer satisfaction. Conclusion: The results show a positive impact of brand awareness, association, loyalty, and perceived quality on customer satisfaction. Implementing these suggestions can enhance customer satisfaction and competitiveness in the online food delivery market for Generation Z in Lampang Province, Thailand.
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