A STUDY ON PURCHASE INTENTION OF A THAI AUTOMOBILE REPAIR CENTER
Main Article Content
Abstract
With the continued growth of automobile sales in Thailand, the automobile repair industry has been intensified. The aim of this research is to study the factors that have impact on customer purchase intention of P automobile repair center in order to maintain more customers and generating better revenues. The variables included in the proposed framework were purchase intention (dependent variable) and brand awareness, convenience, perceived quality, and word of mouth (independent variable). In this current research, a quantitative approach using survey questionnaire was adopted. 180 respondents’ data were collected by convenience sampling method. The multiple linear regression was applied to examine statistical influence of independent variables on dependent variable. The findings indicated that brand awareness and perceived quality had impact on customers’ purchase intention while convenience and word of mouth had no impact. Moreover, a few practical recommendations were discussed for the management team to consider for purchase intention improvement.
Downloads
Download data is not yet available.
Article Details
How to Cite
Piriyasup, V., & Kim, S. (2017). A STUDY ON PURCHASE INTENTION OF A THAI AUTOMOBILE REPAIR CENTER. AU-GSB E-JOURNAL, 10(1), 24. Retrieved from https://assumptionjournal.au.edu/index.php/AU-GSB/article/view/2862
Section
Research
This work is licensed under a Creative Commons Attribution 4.0 International License.
The submitting author warrants that the submission is original and that she/he is the author of the submission together with the named co-authors; to the extend the submission incorporates text passages, figures, data, or other material from the work of others, the submitting author has obtained any necessary permission.
Articles in this journal are published under the Creative Commons Attribution License (CC-BY What does this mean?). This is to get more legal certainty about what readers can do with published articles, and thus a wider dissemination and archiving, which in turn makes publishing with this journal more valuable for you, the authors.