The Influence of Customer Trust and Loyalty on Repurchase Intention of Domestic Tourism: A Case Study in Thailand During COVID-19 Crisis

• 발행기관: 한국유통과학회
• 저자명: Sumana LAPAROJKIT Muttanachai SUTTIPUN
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』Vol. 8 No.5, 961~969쪽, 전체 9쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2021.05.30

영문 초록

The study aimed to investigate the level of customer trust, loyalty, and re-purchase intention of coastal tourism in Thailand during the COVID-19 crisis; to test the different levels of customer trust, loyalty, and re-purchase intention by local tourists between East-side and West-side coasts of Thailand; and to examine the influence of customer trust and loyalty on re-purchase intention in coastal tourism. Using multistage sampling, this study sampled 487 Thai local tourists who had experienced coastal tourism in Thailand during the COVID-19 crisis. A questionnaire, descriptive analysis, independent sample t-test, correlation matrix, and multiple regression analysis were used to collect and analyze the data. All customer trust, loyalty, and re-purchase intentions in coastal tourism by local tourists were at a high level. There were significantly different levels of customer trust, loyalty, and re-purchase intentions by local Thai tourists between the East-side and West-side coasts of Thailand. Moreover, the study found that there was a significant positive influence of customer trust and loyalty on re-purchase intentions in coastal tourism by local tourists in Thailand during the COVID-19 crisis. This study indicates that Thai tourism industry still must develop and improve its local customer loyalty and trust because these positively influence customer re-purchase intentions.

목차

1. Introduction

2. Theoretical Perspective

3. Literature Review and Hypothesis Development

4. Methods

5. Results and Discussion

6. Conclusion

키워드

Customer Trust Customer Loyalty Repurchase Intentions Thailand COVID-19