Factors influencing reuse intentions of the car leasing service business in Rayong

ปัจจัยที่มีอิทธิพลต่อความตั้งใจกลับมาใช้ซ้ำของธุรกิจบริการให้เช่ารถยนต์ในจังหวัดระยอง

Name: Natcha Ratsamesaranchon

LCSH: Burapha University -- Business Administration

Classification :.DDC: 658

LCSH: Brand loyalty

LCSH: Consumer behavior

LCSH: Car leasing service

Abstract: The purpose of this research was to study the factors influencing reuse intentions of the car leasing service business in Rayong. To study company characteristics and brand equity in terms of brand awareness, brand association, perceived quality, brand loyalty and other proprietary assets factors. The data received for this research study came from a total of 294 companies or entrepreneurs in the industrial areas in Rayong, Thailand, with the use of nonprobability sampling method of purposive sampling for the sample to have a probability of utilizing car leasing services. The data was collected with the use of a closed-ended questionnaire. The study's findings indicate that the relationship between independent and dependent variables, as a consequence of brand equity (Brand awareness, brand loyalty, other proprietary and brand assets), has a significant on influence on reuse intention in the car leasing service. The study discovered, however, that user behaviors (Type of leasing car, duration, monthly rent) and brand equity sub-factors (brand association, perceived quality) had no significant influence on reuse intention in the car leasing business. Based on the major findings, the following recommendations were made: 1) acquire a different conclusion and greater clarity, do research, and examine a sample group from another province; 2) study and increase group the sample size to achieve more complete results; 3) use an alternative approach using qualitative methods such as interviews etc., to gain clarity and more insight into the study.

Burapha University. Library

Address: CHONBURI

Email: buulibrary@buu.ac.th

Name: Supasit Lertbuasin

Role: Principal advisor

Created: 2023

Modified: 2024-03-29

Issued: 2024-03-29

วิทยานิพนธ์/Thesis

application/pdf

CallNumber: Th 658.8342 Na273F

eng

Spatial: Thai (Eastern region)

Spatial: Rayong

DegreeName: Master of Business Administration

Level: Master's Degree

Descipline: Business Administration

Grantor: Burapha University

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