The influencing factors of Chinese tourists satisfaction about the shopping malls in Bangkok, Thailand

Name: Chu Haoran

keyword: Independent Study

ThaSH: Business management

Classification :.DDC: 658.8342

; shopping mall industry

ThaSH: User satisfaction

; destination satisfaction brand trust

ThaSH: Department stores

; destination image

ThaSH: Consumer behavior

; services quality

Abstract: The epidemic has had a substantial impact on Thailand’s tourism business, resulting in huge financial losses for suppliers. However, with the relaxation of epidemic prevention measures in July 2022, Chinese visitors are likely to return, notwithstanding China’s current limitations. This paper aims to study on the influencing factors of Chinese tourists’ satisfaction about the shopping malls in Bangkok. The objectives of the study were:1) To explore the influencing factors that affect Chinese Tourists’ satisfaction about the Shopping Malls in Bangkok; 2) To determine whether service quality, destination image and brand trust affect Chinese Tourists’ satisfaction about the Shopping Malls in Bangkok. This study adopts a quantitative research method. In this study, 400 questionnaires were distributed, with 313 valid questionnaires, and the validity rate was 78.25%. The population of this study is Chinese tourists who spend money in Shopping Malls in Bangkok. Combined with customer expectation theory, this paper found that 1) The influencing factors of Chinese Tourists’ satisfaction about the Shopping Malls in Bangkok include destination image, service quality, brand trust.; and 2) Destination Image, Service Quality, Brand Trust has a Positive Effect on Destination Satisfaction Recommendations for network Chinese tourists’ satisfaction about the shopping malls in Bangkok should focus on the following aspects: 1) Optimizing destination image; 2) Optimize service quality; 3) Improvement of brand trust. Keywords: shopping mall industry, destination satisfaction brand trust, destination image, services quality

Siam University. Library and Information Resource Center

Address: BANGKOK

Email: library@siam.edu

Name: Ma Yu

Role: Advisor

Created: 2567

Modified: 2025-08-13

Issued: 2025-08-13

วิทยานิพนธ์/Thesis

application/pdf

eng

DegreeName: International Master of Business Administration (I.M.B.A.)

Level: Master's Degree

Descipline: International Business Management

Grantor: มหาวิทยาลัยสยาม

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