พฤติกรรมการสร้างคุณค่าร่วมกันของลูกค้า และความผูกพันในตราสินค้าที่มีอิทธิพลต่อความจงรักภักดีในตราสินค้าของธุรกิจให้บริการออกแบบตกแต่งเฟอร์นิเจอร์ [Customer Value Co-Creation Behavior and Customer Brand Engagement Influencing on Customer Brand Loyalty of Furniture Decoration Business]
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Published:
Sep 3, 2018
Keywords:
การสร้างคุณค่าร่วมกัน พฤติกรรมการสร้างคุณค่าร่วมกันของลูกค้า ความผูกพันในตราสินค้า ความจงรักภักดีในตราสินค้า
Main Article Content
Abstract
This research aimed to 1) examine the consistency between the structural equation model (SEM) and empirical evidence; and 2) study the influences of customer value co-creation behavior and customer brand engagement on customer brand loyalty of furniture decoration business. As such, this quantitative research employed a questionnaire to collect data from 360 samples who were customers of 3 service providers of furniture decoration business. The data were analyzed using the Structure Equation Model (SEM) for considering the consistencies between the model and fit indices and using and path analysis. The findings from the research suggested that 1) the structural equation model perceptions of the customer value co-creation behavior and customer brand engagement on customer brand loyalty of furniture decoration business was in harmonious with the fit indices with Chi-square = 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 2) Customer brand loyalty was influenced directly by customer brand engagement (DE = 0.89, P < 0.01) and also indirectly by customer value co-creation behavior (IE = 0.75, P < 0.01) through customer brand engagement (mediator variable).
Article Details
How to Cite
ปัญสุวรรณ พ., เจียมศรีพงษ์ ส., พงศกรรังศิลป์ ศ., & จำปาไชยศรี เ. (2018). พฤติกรรมการสร้างคุณค่าร่วมกันของลูกค้า และความผูกพันในตราสินค้าที่มีอิทธิพลต่อความจงรักภักดีในตราสินค้าของธุรกิจให้บริการออกแบบตกแต่งเฟอร์นิเจอร์ [Customer Value Co-Creation Behavior and Customer Brand Engagement Influencing on Customer Brand Loyalty of Furniture Decoration Business]. Journal of Business, Innovation and Sustainability (JBIS), 3(2), 136–154. retrieved from https://so02.tci-thaijo.org/index.php/BECJournal/article/view/110279
Section
บทความวิจัย (Research article)
References
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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.
