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Building Customers' Re-Patronage Intention through Service Quality of Community Mall in Bangkok

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  • Supeecha Panichpathom

    (Thammasat Business School, Thailand)

Abstract

Objective: The main goal of the article is to propose a new framework exhibiting relationship between tangible dimension and all other intangible dimensions of SERVQUAL used to analyse the relation to re-patronage intention. Research Design & Methods: Hypothesised relationships were tested on data which was collected in Bangkok area using a survey questionnaire. Final sample consisted of 225 respondents, frequent visitors of community malls. The data was analysed using exploratory factor analysis as well as simple and multiple regression analysis. The six constructs, studied in this paper, were examined for differences in means across all demographic variables by employing analysis of variance or ANOVA. Findings: The results exposed that tangible dimension had significant correlation to reliability, empathy, responsiveness and assurance dimensions consecutively. Multiple regression analysis demonstrated that re-patronage intention was explained by empathy, responsiveness and assurance dimensions, not reliability dimension. The ANOVA tests showed no significant differences in means of general data and all other constructs. Implications & Recommendations: To make shoppers to come back to the malls, managers should recognize the important role of tangible items as an antecedent to intangible items. Retail developers could devote more efforts to maximize the attractiveness of tangible elements and identify the weak areas of service quality by examining the multi-item constructs used to measure service quality. Contribution & Value Added: This study proposed and tested a modified conceptual model adapted from that proposed by Reimer and Kuehn (2005).

Suggested Citation

  • Supeecha Panichpathom, 2016. "Building Customers' Re-Patronage Intention through Service Quality of Community Mall in Bangkok," Entrepreneurial Business and Economics Review, Centre for Strategic and International Entrepreneurship at the Cracow University of Economics., vol. 4(2), pages 9-25.
    • Handle: RePEc:krk:eberjl:v:4:y:2016:i:2:p:9-25
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    References listed on IDEAS

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    1. Suzana Markovic & Sanja Raspor, 2010. "Measuring Perceived Service Quality Using SERVQUAL: A Case Study of the Croatian Hotel Industry," Management, University of Primorska, Faculty of Management Koper, vol. 5(3), pages 195-209.
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    Cited by:

    1. Shodiya Olayinka ABIDEEN & Raji Olajide ALADE & Al’Hassan-Ewuoso HADIR OLASUNKANMI, 2023. "Secondary Health Care Service Quality and patients’ Satisfaction in Ogun state, Nigeria," Economics and Applied Informatics, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, issue 1, pages 89-99.
    2. Zaher Abdel Fattah Al-Slehat, 2021. "Determining the Effect of Banking Service Quality on Customer Loyalty Using Customer Satisfaction as a Mediating Variable: An Applied Study on the Jordanian Commercial Banking Sector," International Business Research, Canadian Center of Science and Education, vol. 14(4), pages 1-58, April.

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    More about this item

    Keywords

    Service Quality; Community Mall; Re-patronage Intention; SERVQUAL;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O18 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Urban, Rural, Regional, and Transportation Analysis; Housing; Infrastructure
    • R2 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - Household Analysis

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