Author: Manosuthi, Noppadol
Title: Unified framework for predicting customer values by using a set of customer metrics
Advisors: Lee, Jin-soo (SHTM)
Degree: DHTM
Year: 2020
Subject: Customer relations -- Management
Airlines -- Thailand -- Management
Hospitality industry -- Thailand
Hong Kong Polytechnic University -- Dissertations
Department: School of Hotel and Tourism Management
Pages: xvi, 158 pages : color illustrations
Language: English
Abstract: The intense competition within the hotel and airline sectors in Thailand is currently stronger than ever, as demonstrated by the radical price war and the drastic decrease in the return of equity of firms. Hotels and airlines in Thailand have recently shifted their focus from price reduction strategies to customer engagement marketing. However, the creation of engaged customers is a challenging task for hotels and airlines. The previous marketing literature has identified two possible drivers of customer engagement: service innovation and employee engagement. However, research related to this topic is still not well-developed partly due to the fragmentation of theoretical frameworks. Hence, the current study aims to fill this void by verifying the proposed conceptual model that explicates the roles played by employee engagement and service innovation in building customer engagement. Accordingly, different but intercorrelated theoretical frameworks, including theory of valuation, customer engagement theory, the service-profit chain paradigm, and service-dominant logic, were systematically and scientifically merged and verified (Study I). In summary, employee engagement and service innovation exert a positive effect on customer satisfaction. In turn, this effect triggers the attitudinal aspect of customer engagement. To facilitate its usability in the industry, the verified conceptual model with a 46-item scale was significantly shortened into 17-item and 24-item scales. Instead of testing for model fit, the 17-item scale was rigorously confirmed through out-of-sample predictive power based on confirmatory composite analysis (CCA; Study II). A quantitative research was conducted in both studies, using a questionnaire survey to gather data. The complete sets of 631 respondents were collected in prime shopping areas in Bangkok to reflect the population, i.e., tourists who experienced a pleasurable activity, such as shopping, during their trip to Bangkok more than once. In terms of methods, both studies used meta-analysis, Monte Carlo simulation, factor-based structural equation modeling, Bayes factor analysis, CCA, generalized structured component analysis, and out-of-sample predictive power analysis. These procedures were used to ensure the robustness of the model, contributing to the methodological domain. Apart from its methodological contribution, this research theoretically and practically contributes to the existing body of knowledge in the customer engagement literature and the hotel and airline industries. First, it divided customer engagement into attitudinal and behavioral aspects by using the multiple-indicators multiple-causes technique. Second, it expanded customer engagement to include employee engagement and service innovation with the support of merged theoretical frameworks. Third, the effectiveness of customer engagement marketing was confirmed to be generalized across hotels and airlines in Thailand. Fourth, a 17-item scale for evaluating the effectiveness of their marketing initiatives is recommended to hotels and airlines.
Rights: All rights reserved
Access: restricted access

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