Consumer Attributes and Behavior
Time: 14:15–15:45
Room: 408
Session Chair: Piya Ngamcharoenmongkol, NIDA Business School
Paper Presentation:
Perceived Justice of Service Recovery and Corporate Image: Examing Self-Complaining and Invited Complaining Behaviour
Phimai Nuansi, NIDA Business School
Piya Ngamcharoenmongkol, NIDA Business School
Previous studies suggest service providers to encourage customers to voice when encountering service failure events. In responding to these suggestions, most studies investigated behavior of complainers and non-complainers to compare the different customers’ evaluation and behavioral outcomes. This study introduce complaint invitation concept as the new organizational procedure for enhancing customers’ perceived procedural justice. The study also proposes conceptual model of service recovery for invited complaint from dissatisfying customers who initially did not complain by themselves. Based on theory of justice, the model expects that customers who are invited to complain will have different evaluations of service recovery as comparing with normal complainer.
The Antecedents of Brand Switching in Cosmetic Products – A Study among Vietnamese Consumers
Khoa Minh Le, Vietnam National University, Ho Chi Minh City
Cuc Phuong Hoang Nguyen, Vietnam National University, Ho Chi Minh City
Thong Quang Bui, Vietnam National University, Ho Chi Minh City
A strong brand not only needs to keep its customers through the improvement of product/service quality but also needs to retain them from outside attractions. Consequently, this study proposed a brand new conceptual framework of consumers’ switching process which mainly focused on psychological and behavioral aspects of consumers. With the sample of 232 respondents, this cross-sectional study indicated the influence between satisfaction level and alternative attraction on brand switching with post-purchase consumer regret as a mediating factor as well as the negative relationship between consumer inertia and intentions of switching among consumers. Managerial implications were also discussed.
The Factors Affecting the Attribute of Organic Product; The Case Study of Organic Products for Bangkokian’s Gen-X and Gen-Y
Seongdok Kim, Assumption University
Vorachat Choeypatoom, Assumption University
Thailand has double growth in organic market from 2009 till 2014, from five million to ten million US dollar implicating potential to grow in the industry. Accordingly, this study was conducted to understand the relationship between healthy lifestyle and attitude toward organic product. After thorough literature review, environmental concern, consumer knowledge, personal norm, and subjective norm were selected as influencing factors on attitude toward organic products. The 404 questionnaires were collected from Bangkokian defined as Gen-X and Gen-Y. The finding revealed that environmental concern, consumer knowledge, personal norm and subjective norm have statistically influence on attitude toward organic products. In addition, healthy lifestyle has relationship with the examined variable. Moreover, findings revealed no significant difference in attitude toward organic product between Gen-X and Gen-Y.
The Impact of Country of on Customers’ Purchase Intention for Imported Powdered Milk Products in Ho Chi Minh City
Uyen Hoang Phuong Phan, Vietnam National University Ho Chi Minh City
Phuong Van Nguyen, Vietnam National University Ho Chi Minh City Hoang Tran Phuoc Mai Le, Vietnam National University Ho Chi Minh City
This study examined influential factors of purchase intention for imported powered milk products based on a survey of 369 customers and 5 in-depth interviews in Ho Chi Minh city, Vietnam. The results show brand attitude has the strongest positively impact on purchase intention, meanwhile the country of origin has indirectly positive impact on the intention via product attitude. Moreover, we found that subjective norms also have significant correlation when consumers intend to buy imported milk product. Lastly, ethnocentrism is significant negative effects on product attitude and purchase intention. The findings enable domestic milk companies to understand why customers choose imported powdered milk products and identify their strengths and weaknesses to improve their business strategies for sustainable development in the powdered milk market.