พฤติกรรมการสร้างคุณค่าร่วมกันของลูกค้า และความผูกพันในตราสินค้าที่มีอิทธิพลต่อความจงรักภักดีในตราสินค้าของธุรกิจให้บริการออกแบบตกแต่งเฟอร์นิเจอร์ [Customer Value Co-Creation Behavior and Customer Brand Engagement Influencing on Customer Brand Loyalty of Furniture Decoration Business]
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เผยแพร่แล้ว:
ก.ย. 3, 2018
คำสำคัญ:
Value Co-Creation Customer Value Co-Creation behavior Customer Brand Engagement Customer Brand Loyalty
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บทคัดย่อ
การวิจัยครั้งนี้มีวัตถุประสงค์เพื่อ 1) ตรวจสอบความสอดคล้องของสมการโครงสร้างกับข้อมูลเชิงประจักษ์และ 2) ศึกษาอิทธิพลของพฤติกรรมการสร้างคุณค่าร่วมกันของลูกค้า และความผูกพันในตราสินค้าที่มีต่อความจงรักภักดีในตราสินค้าของธุรกิจให้บริการออกแบบตกแต่งเฟอร์นิเจอร์ ผ่านการวิจัยเชิงปริมาณโดยใช้แบบสอบถามเป็นเครื่องมือในการเก็บรวบรวมข้อมูลจากลูกค้าที่เคยใช้บริการออกแบบตกแต่งที่พักอาศัยจากผู้ประกอบการธุรกิจเฟอร์นิเจอร์ 3 บริษัทในประเทศไทย จำนวน 360 คน โดยใช้การวิเคราะห์ข้อมูลด้วยโมเดลสมการโครงสร้าง (Structure Equation Model: SEM) เพื่อพิจารณาความสอดคล้องของตัวแบบสมการโครงสร้างกับข้อมูลเชิงประจักษ์ และการวิเคราะห์เส้นทางอิทธิพล ผลการวิจัยพบว่า 1) โมเดลสมการโครงสร้างพฤติกรรมการสร้างคุณค่าร่วมกันของลูกค้า ความผูกพันในตราสินค้าและความจงรักภักดีในตราสินค้าของธุรกิจให้บริการออกแบบตกแต่งเฟอร์นิเจอร์ ที่พัฒนาขึ้นมีความสอดคล้องกลมกลืนกับข้อมูลเชิงประจักษ์ โดยมีค่าดัชนีความกลมกลืน c2 = 90.85, df = 1.28, p-value = 0.056, df = 71, GFI = 0.98, AGFI = 0.93, CFI = 0.99, RMSEA = 0.03, RMR = 0.02 และ 2) ความจงรักภักดีในตราสินค้าได้รับอิทธิพลทางตรงเชิงบวกจากความผูกพันในตราสินค้า (DE = 0.89, P < 0.01) นอกจากนี้ยังได้รับอิทธิพลทางอ้อมจากพฤติกรรมการสร้างคุณค่าร่วมกันของลูกค้า (IE = 0.75, P < 0.01) โดยส่งผ่านตัวแปรคั่นกลางความผูกพันในตราสินค้า
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บทความวิจัย (Research article)
References
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46. Vivek, S. D., Beatty, S. E. and Morgan, R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20(2), 127-145.
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48. Zeithaml, V. A., Berry, L. L. and Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 2(2), 31-46.
2. Bailey, J. J., Gremler, D. D. and McCollough, M. A. (2001). Service encounter emotional value: The dyadic influence of customer and employee emotions. Services Marketing Quarterly, 23(1), 1-24.
3. Banyte, J., Tarute, A. and Taujanskyte, I. (2014). Customer engagement into value creation: Determining factors and relations with loyalty. Engineering Economics, 25(5), 568-577.
4. Bettencourt, L. A. (1997). Customer voluntary performance: Customers as partners in service delivery. Journal of Retailing, 73(3), 383-406.
5. Bove, L. L., Pervan, S. J., Beatty, S. E. and Shiu, E. (2009). Service worker role in encouraging customer organizational citizenship behaviors. Journal of Business Research, 62(7), 698-705.
6. Bowden, J. L. H. (2009). The process of customer engagement: A conceptual framework. Journal of Marketing Theory and Practice, 17(1), 63-74.
7. Brodie, R. J., Hollebeek, L. D., Juric, B. and Ilic, A. (2011). Customer engagement: Conceptual domain, fundamental propositions and implications for research. Journal of Service Research, 14(3), 252-271.
8. Dick, A. S. and Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework.
Journal of the Academy of Marketing Science, 22(2), 99-113.
9. Ennew, C. T. and Binks, M. R. (1999). Impact of participative service relationships on quality, satisfaction and retention: An exploratory study. Journal of Business Research, 46(2), 121-132.
10. Gambetti, R. C., Graffigna, G. and Biraghi, S. (2012). The grounded theory approach to consumer-brand engagement. International Journal of Market Research,
54(5), 659-687.
11. Grassroots Economic Study Report. (2016). Furniture industry. Retrieved August 9, 2016, from https://www.gsb.or.th
12. Grissemann, U. S. and Stokburger-Sauer, N. E. (2012). Customer co-creation of travel services: The role of company support and customer satisfaction with the co-creation performance. Tourism Management, 33(6), 1483-1492.
13. Groth, M., Mertens, D. P. and Murphy, R. O. (2004). Customers as good solidiers: Extending organizational citizenship behavior research to the customer domain. In D.L. Turnipseed (Ed.), Handbook of Organizational Citizenship Behavior (pp. 411-430). NY.: Nova Science.
14. Groth, M. (2005). Customers as good soldiers: Examining citizenship behaviors in internet service deliveries. Journal of Management, 31(1), 7-27.
15. Hair, J. F., Black, W. C., Babin, B. J. and Anderson. (2009). Multivariate data analysis (7th ed.). N.P.: Prentice Hall.
16. Haro, M. A. G., Ruiz, M. P. M. and Canas, R. M. (2014). The effects of the value co-creation process on the consumer and the company. Expert Journal of Marketing, 2(2), 68-81.
17. Haven, B. (2007). Marketing’s new key metric: Engagement. United State: Forrester Research.
18. Hayeemhad, M. and Polyorach, G. (2013). Brand loyalty: The attitudinal and behavioral dimensions. Journal of Business, Economics and Communications, 8(1), 67-73.
19. Hollebeek, L. D. (2011a). Exploring customer brand engagement: Definition and themes. Journal of Strategic Marketing, 19(7), 555-573.
20. Hollebeek, L. D. (2011b). Demystifying customer brand engagement: Exploring the loyalty nexus. Journal of Marketing Management, 27(7-8), 785-807.
21. Hollebeek, L. D., Glynn, M. S. and Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149-165.
22. Kim, J., Morris, J. D. and Swait, J. (2008). Antecedents of true brand loyalty. Journal of Advertising, 37(2), 99-117.
23. Lengnick-Hall, C. A., Claycomb, V. and Inks, L. W. (2000). From recipient to contributor: Examining customer roles and experienced outcomes. European Journal of Marketing, 34(3/4), 359-383.
24. McEwen, W. J. (2005). Married to the brand: Why consumers bond with some brands for life. NJ.: Gallup Press.
25. Noonark, C. (2011). Measuring Customer engagement in service brands. Master thesis, M.A., Chulalongkorn University, Bangkok.
26. Nysveen, H. and Pedersen, P. E. (2014). Influences of co-creation on brand experience, The role of brand engagement. International Journal of Market Research, 56(6), 807-832
27. Patterson, P., Yu, T. and Ruyter, D. K. (2006). Understanding customer engagement in
services. Retrieved September 7, 2014, from https://www.researchgate.net/publication/
242076259_Understanding_Customer_Engagement_in_Services
28. Pongsakornrungsilp, S (2009). Netnography. Retrieved April 7, 2015, from http://siwarit.blogspot.com/2009/
29. Pongsakornrungsilp, S. and Schroeder, J. E. (2011). Understanding value co-creation in a
co-consuming brand community. Marketing Theory, 11(3), 303-324.
30. Pongsakornrungsilp, S. (2014). Value co-creation: New marketing paradigm in the era of social network. Songklanakarin Journal of Social Sciences and Humanities, 20(3), 161-185.
31. Pongwichai, S. (2015). The statistical analysis by computer (25th ed.). Bangkok: Chulalongkorn University Press.
32. Prahalad, C. K. and Ramaswamy, V. (2000). Co-opting customer competence. Harvard Business Review, 78(1), 79-90.
33. Prahalad, C. K. and Ramaswamy, V. (2004). Co-creating unique value with customers. Strategy and Leadership, 32(3), 4-9.
34. Punniyamoorthy, M. and Raj, M. P. M. (2007). An empirical model for brand loyalty measurement. Journal of Targeting, Measurement and Analysis for Marketing, 15(4), 222-233.
35. Rosenbaum, M. S. and Massiah, C. A. (2007). When customers receive support from other customers: Exploring the influence of intercustomer social support on customer voluntary performance. Journal of Service Research, 9(3), 257-270.
36. Saks, A. M. (2006). Antecedents and consequences of employee engagement. Journal of Managerial Psychology, 21(7), 600-619.
37. Sinnya, U. (2014). The role of customers on the co-creation of service climate in a restaurant setting: A qualitative study. Master thesis, B.A., Umea Schoool of Business and Economics, Sweden.
38. Shamim, A. and Ghazali, Z. (2014). A conceptual model for developing customer value co-creation behaviour in retailing. Global Business and Management Research, 6(3), 185-196.
39. Shamim, A. and Ghazali, Z. (2015). The role of self-construals in developing customer value co-creation behavior. Global Business and Management Research, 7(2), 19-27.
40. Sungwanna, B. (2013). Study of Co-Creation and new product development in software industry. Master thesis, M.S., Thammasat University, Bangkok.
41. Thai Furniture Industry Club. (2014). F.T.I. Member list. Retrieved September 9, 2014, from http://ftimember.off.fti.or.th/_layouts/membersearch/memberIndustrialTH.aspx?indusID=112
42. Touzani, M. and Temessek, A. (2009). Brand loyalty: Impact of cognitive and affective variables. The Annals of “Dunarea de Jos” University of Galati Fascicle I: Economics and Applied Informatics, 1(2009), 227-242.
43. Vargo, S. L. and Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(January 2004), 1-17.
44. Vargo, S. L. and Lusch, R. F. (2008). Service-dominant logic: Continuing the volution. Journal of the Academy of Marketing Science, 36(1), 1-10.
45. Vega-Vazquez, M., Revilla-Camacho, A. M. and Cossio-Silva, J. F. (2013). The value co-creation process as a determinant of customer satisfaction. Management Decision, 51(10), 1945-1953.
46. Vivek, S. D., Beatty, S. E. and Morgan, R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20(2), 127-145.
47. Yi, Y. and Gong, T. (2013). Customer value co-creation behavior: Scale development and validation. Journal of Business Research, 66(9), 1279-1284.
48. Zeithaml, V. A., Berry, L. L. and Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 2(2), 31-46.