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Enhancing online customer engagement in online room reservation: a structural modeling approach

by Pisit Pipatphokakul

Title:

Enhancing online customer engagement in online room reservation: a structural modeling approach

Author(s):

Pisit Pipatphokakul

Advisor:

Watsida Boonyanmethaporn

Degree name:

Doctor of Philosophy

Degree level:

Doctoral

Degree discipline:

Integrated Tourism and Hospitality Management

Degree department:

The Graduate School of Tourism Management

Degree grantor:

National Institute of Development Administration

Issued date:

2020

Digital Object Identifier (DOI):

10.14457/NIDA.the.2020.95

Publisher:

National Institute of Development Administration

Abstract:

This research purposes are 1) to identify the factors of online customer services, online customer experience, online room reservation website, and online customer engagement; 2) to investigate the variables of online customer engagement; and 3) to develop a structural equation model of enhancing online customer engagement. This research is a quantitative method by developing a structural equation model of enhancing online customer engagement. The samples of this study consisted of 451 respondents who have purchased online room reservation via the website by convenient sampling method. The research instrument is a questionnaire. The data are analyzed by descriptive statistics and confirmatory factor analysis with AMOS. The result is the structural model of the confirmatory factor analysis of enhancing online customer engagement in online room reservation with empirical data Chi-Square/Df = .954, CFI = 1.000, RMSEA = .000, RMR = .006, and TLI = 1.000. The findings of this research indicate that, in accordance with online customer engagement theory. Managerial and practical implications for enhancing online customer engagement are also discussed.

Description:

Thesis (Ph.D. (Integrated Tourism and Hospitality Management))--National Institute of Development Administration, 2020

Subject(s):

Hotel management

Keyword(s):

e-Thesis
Online customer engagement
Structural modeling approach

Resource type:

Dissertation

Extent:

209 leaves

Type:

Text

File type:

application/pdf

Language:

eng

Rights:

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

URI:

https://repository.nida.ac.th/handle/662723737/5584
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ทรัพยากรสารสนเทศทั้งหมดในคลังปัญญา ใช้เพื่อประโยชน์ทางการเรียนการสอนและการค้นคว้าเท่านั้น และต้องมีการอ้างอิงแหล่งที่มาทุกครั้งที่นำไปใช้ ห้ามดัดแปลงเนื้อหา และทำสำเนาต่อ รวมถึงไม่ให้อนุญาตนำไปใช้ประโยชน์เพื่อการค้า ไม่ว่ากรณีใด ๆ ทั้งสิ้น



This item appears in the following Collection(s)

  • GSTM: Dissertations [76]

Except where otherwise noted, content on this site is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International license.

Copyright © National Institute of Development Administration | สถาบันบัณฑิตพัฒนบริหารศาสตร์
Library and Information Center | สำนักบรรณสารการพัฒนา
Email: NIDAWR@nida.ac.th    Chat: Facebook Messenger    Facebook: NIDAWisdomRepository
 

 

Except where otherwise noted, content on this site is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International license.

Copyright © National Institute of Development Administration | สถาบันบัณฑิตพัฒนบริหารศาสตร์
Library and Information Center | สำนักบรรณสารการพัฒนา
Email: NIDAWR@nida.ac.th    Chat: Facebook Messenger    Facebook: NIDAWisdomRepository
 

 

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