Browsing by Author "Aurathai Lertwannawit"

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    International tourists' service quality perception and behavioral loyalty toward medical tourism in Bangkok Metropolitan area
    (2011) Aurathai Lertwannawit; Nak Gulid; A. Lertwannawit; Suan Dusit Rajabhat University, Dusit, Bangkok 10300, Building 1, 295 Rachasima Road, Thailand; email: aurathai@gmail.com
    This research assesses the relationship between service quality, value, satisfaction, and brand trust on the behavioral loyalty of international tourists acting as medical tourists toward private hospital medical services in the Bangkok Metropolitan area. A quantitative study was performed using 400 international tourists who use medical service from private hospitals in Thailand. Structural equation analysis is used to test the hypotheses. The results indicate that there are significant positive relationships between service quality and value (H1), satisfaction (H2), and brand trust (H3). Value (H4), satisfaction (H5), and brand trust (H6) have significant positive relationships with behavioral loyalty. Service quality has an indirect effect on behavioral loyalty by having value, satisfaction, and brand trust function as mediators. Finally, nationality has no moderating effect on the relationship between service quality and value (H7), satisfaction (H8), and brand trust (H9). © 2011 The Clute Institute.
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    Interpersonal effects on fashion consciousness and status consumption moderated by materialism in metropolitan men
    (2012) Aurathai Lertwannawit; Rujirutana Mandhachitara; A. Lertwannawit; Suan Dusit Rajabhat University, Graduate School, Dusit, Bangkok 10300, Building 1, 295 Rachasima Road, Thailand; email: aurathai@gmail.com
    Despite the rapid and dramatic changes in male fashion consumption over the past 20. years, consumer research largely neglects the issue of status consumption, especially in the male market, which plays an increasingly important role in expanding the fashion market. Initial studies show that self-monitoring and susceptibility to interpersonal influence have both direct and indirect effects (via fashion consciousness) on status consumption. Path analysis shows that indirect effects can provide insight into the effects of interpersonal factors on status consumption. Furthermore, high and low materialism serve as moderating forces in the relationship between fashion consciousness and status consumption, producing different effects. In the high-materialism group, susceptibility to interpersonal influence alone has an indirect effect (via fashion consciousness) on status consumption, whereas the low-materialism group requires self-monitoring as an additional antecedent of status consumption. © 2011 Elsevier Inc..