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Date: May 30, 2011 Program: MIMA- International Marketing Course Name: Master Thesis (EFO705) Title: The Study of Consumer’s Post-Purchase Evaluation toward Brand Equity of Five Stars Hotels in Thailand Research Problem: What are the characteristics of brand equity of five star luxury hotels in Thailand and which components of brand equity are the majority concerns from customers’ evaluation? Purpose: The study aims to investigate and analyze the interrelationship of brand equity of five stars hotels in Bangkok, Thailand and post-purchase evaluation in order to provide valuable information on how five stars luxury hotels in Thailand can successfully and appropriately exploit the hotel brand equity so as to create the branding strategy and to create a competitive advantage in the long run. Method: Qualitative approach was used to observe the data in the form of content analysis. While, the quantitative approach is employed in order to summarize the finding result. The data collection, the secondary source is the heart of this research such as hotel reviews, brand equity books and related articles. Conclusion: The empirical findings from hotel guest’s post-purchase evaluation reveal the most significant components of brand equity for five stars Thai hotel industry which are perceived quality and brand loyalty. Whereas, brand awareness and brand association are considered the least significant of all brand equity components from customer’s perception. Keywords: Brand equity, Brand loyalty, Brand awareness, Perceived quality, Brand association, Five Stars Hotel in Thailand, Thai Hotels Industry

The purpose of this study is to examine post-purchase evaluation factors influencing repurchase intention of credence products, and develop a model of consumer’s post-purchase evaluation for the repurchase intentions. The credence products in this case are dietary supplements, with a focus on consumers in Thailand. The study classifies a conceptual model and hypothesised relationships into two consumer perspectives: product; and brand. This research assumes that trust, expectations, satisfaction factors may relate to repurchase intention for the consumer product perspective. Also, brand trust, brand experience, expectation, and satisfaction factors are correlated with repurchase intention from the consumer brand perspective. The research adopts a hypothetico-deductive method to enable the testing of hypotheses and also a structural equation modelling (SEM) to measure the constructive relationship and regression analysis that evaluates the relationship between independent and dependent variables. Both simple regression and hierarchical multiple regression analysis were used to examine the effect of post-purchase evaluation factors on repurchase intention. These analyses are based on a sample of 504 dietary supplement users of vitamins, minerals, and herbs or other botanical products in four regions of Thailand through face-to-face structured interviews. Findings indicate that from consumers’ product perspective, consumer trust has no significant direct effect on consumer repurchase intentions whereas the relationship between consumer trust and consumer repurchase intentions of credence products are related, when it is mediated by consumer expectation and consumer satisfaction. In terms of consumers’ brand perspective, the study leads to a better understanding of consumer brand trust and consumer expectation, both of which have no significant direct effect on consumer repurchase intentions. Consumer brand trust, consumer brand experience and consumer repurchase intentions are not correlated when mediated by consumer expectation. Other findings reveal that brand experience has a direct impact on repurchase intentions whereas consumer satisfaction is a significant mediating factor when connected with: (1) the relationship between consumer brand trust and repurchase intention; (2) the relationship between consumer brand experience and repurchase intention. The study makes a contribution to a post-purchase evaluation for repurchase intentions of credence products from both consumers’ product and brand perspectives in Thailand. This study also suggests that consumer brand experience is the strongest factor and consumer satisfaction is the strongest mediator for consumers’ P-PE for the repurchase intention of credence products. From a managerial perspective, the findings of this study provide evidence for both the public and private sector in Thailand in terms of devising marketing strategies in accordance with this model.

Attention on impulsive buying behavior has been increased from both researchers and marketers, as the negative consumption experience resulting from this unplanned buying could harm the business severely in terms of brand building, reputation as well as a loss of customer. By reviewing previous literatures, we have identified that there is still little research about the post-consumer behavior of impulse purchases, namely on consumers’ regret triggered from what they have bought impulsively. The purpose of this study is to discover the triggers of buyer regret from impulse purchase, which is presented by the research question “What are the triggers of buyer regret from impulse purchases?” By conducting a quantitative research, we proposed a conceptual model of impulse purchase regret that consists of six hypotheses. The technical tool that we used to test the conceptual model is a SPSS extension called AMOS, whereas the analysis method uses the application of structural equation modeling. We collected our primary data (187 viable responses) via a questionnaire through convenience sampling. By testing all the data with AMOS, we received the following result: 5 hypotheses are accepted and 1 hypothesis is rejected. This result indicates that upwards counterfactual thinking (CFT) on forgone alternatives, a change in significance, and under consideration are positively related to impulse purchase regret; external stimuli and consumer susceptibility to interpersonal influence (CSII) have indirect influence on impulse purchase regret. By applying our theoretical background to analyze the result, we suggest that consumer’s rational buying thinking still plays an important role in post evaluation stage of impulse purchase, even though it disrupts the rational buying process in the beginning. Lastly, we believe that several parties could benefit from our research, they are marketing, academia as well as consumers.

Since the limitations for the presentation of information on the internet, shopping online makes consumers feel cognitive dissonance more easily compared with traditional shopping. While experiencing cognitive dissonance after shopping, consumers would search and browse the internet for word-of mouth in order to rationalize their purchase behavior. However, there seems little research for the impact on consumers¡¦ feelings by online word-of-mouth during post-purchase. Therefore, this study is going to be focused on the influence of searching online word-of-mouth on consumer post-purchase cognitive dissonance level, consumer attitudes and intention s to spread negative word-of-mouth. This study is adopted an experiment to understand the effect of reading wording-of-mouth on consumers. The degree of consumer cognitive dissonance is measured by the comparison between the difference of consumer expectation and their feelings in actual products. The word-of-mouth design is applied to content analysis to understand the actual word-of-mouth and thus this is resulted in an online word-of-mouth contented ¡§more negative messages and less positive ones¡¨. According to this research, there is no significant difference between cognitive dissonance and consumer attitude after reading the word-of-mouth in the high degree of cognitive dissonance case; nevertheless, the intention to spread negative word-of-mouth would be significantly decreased. On the other hand, in the low degree of cognitive dissonance case, after reading word-of-mouth, cognitive dissonance would be significantly increased, and consumer attitude could be significantly decreased and negative word-of-mouth intention will significantly increase.

From Taiwanese movie viewers¡¦ perspectives and in the three periods, including before the movie, during the movie, and after the movie, this study aims to understand reasons why they watch movies, their habits of going to the cinema, and responses after the movie. By doing so, this study is in the hope of depicting current Taiwanese movie viewers¡¦ characteristics. This study chooses the survey method as methodology, and questionnaires are distributed to movie viewers in Taipei and Kaohsiung and to internet users on movie discussion forums. The research funding as follows: First of all, the research finds that it is important for the movie viewers to learn movie information via television and internet and that they do proactively search for movie information. Secondly, Taiwanese movie viewers¡¦ motivation for watching movies is to relax and to be entertained, and they go to the movie theater because they want to watch ¡§movies¡¨, not ¡§watch¡¨ movies. Thirdly, the most significant element of a movie for Taiwanese movie viewers is its story, and the trailer is the most important marketing. About spectators¡¦ behavior, Taiwanese movie viewers watch movies in the afternoon and at night during the weekend most. The frequency of going to the cinema does not show seasonal variations. On the average, each year they watch Taiwan movies 1.61 times and foreign movies 7.38 times. In addition, friends and classmates are their most important reference group. The quality of movie theater equipment will affect these viewers¡¦ desire for movies. They take public transportation or motorcycles to the movie theater most, and it usually takes 16-30 minutes. For Taiwan cinema, audiences in Taiwan have the highest satisfaction in entertainment and appreciation and creation. Audiences in Taiwan admit that tax deduction could be an incentive to watch Taiwan movies. Besides, moviegoers watch quite a few of Taiwan and non-Taiwan movies. Also, they have higher acceptance of various types of movies. It differs little in past and current researches. They will vent negative emotions through the internet and talk to friends and family. Due to the prosperity of internet nowadays, information about movies via portal sites is easily accessible to audiences. Movie viewers would have a better understanding of the movie and be more involved during the movie. The relaxation function of the movie is emphasized and moviegoers regard watching movies as one important leisure activity.

Abstract The purposes of the study were to improve the understanding of the Internet shoppers¡¦ motives and their influences on other stages at the EKB Model. According to an on-lined survey at 2001 with 6069 valid samples, 5 factors of motives were extracted. They were the needs of ¡§achievement, approval and happiness¡¨, ¡§self-recognition and show off¡¨, ¡§economical benefits¡¨, ¡§convenience¡¨, and ¡§ no disturbance¡¨. The factors in the information search stage were ¡§references to outside information¡¨, ¡§basis of own experiences¡¨, ¡§searching sequence with web information¡¨, ¡§promotion messages on web media¡¨ and ¡§information quality on current web shopping¡¨. The factors in the evaluation and choice stage were ¡§opinions from reference groups¡¨, ¡§contents in the web site¡¨, ¡§subsidiary service with the product¡¨, ¡§previous experiences of direct sales¡¨ and ¡§personal economical needs¡¨. Three clusters were formed according to the 28 motive variables. All respondents attached importance to the needs of ¡§no disturbance¡¨ and ¡§convenience¡¨. These needs were the main reasons why they shop on line. They differed from the needs of ¡§achievement, approval and happiness¡¨ and ¡§self-recognition and show off¡¨. Therefore we named the 3 clusters as ¡§ high-achievement motivated persons¡¨, ¡§mid-achievement motivated persons¡¨, and ¡§low-achievement motivated persons¡¨. The 3 clusters had different buying behaviors on information search, evaluation and choice, purchase and post-purchase. They also differed from the web usages and shopping patterns. Additionally, the results showed that women and young generation might play as crucial roles on Internet shopping in the future.

Harsh competition influence the profit margins of Swedish banks, where mortgages are some of the most profitable products. Unfortunately, mortgages also happen to be the most influential products when it comes to customers’ willingness to switch banks. Currently, the four largest banks in Sweden are losing both customers and mortgage market shares to smaller firms at an increasing rate. One of the big four face greater problems acquiring new credit market shares when compared to its three competitors. In this study, actions taken in order to keep existing customers are central and the bank finding it particularly troublesome to acquire new credit market shares out of the big four is therefore examined. Through a qualitative study, mortgage advisors at the bank in question are asked to explain how they handle theoretical concepts such as post-purchase feelings, repurchase behaviour and customer loyalty in practice. Answers from the interviews are then analysed and compared to existing theory, where the results show that practice is not always executed as expected from a theoretical perspective. The purpose of the study is to better understand how the advisors work with the theoretical concepts, in order to fathom why the customers are leaving. The results show that mortgage advisors at the bank in question worked inconsistently with customer’s post purchase feelings. This was due to the advisors having free reins over how to process their own customer base with a lack of system support. Consequently, some of the advisors worked with direct post purchase activities whilst some did not get in touch with their customers at all. In addition, loyalty was an aspect that customers often thought to be of great importance for the bank. However, loyalty was not a determining factor in the calculations made by the advisors in order to present the customers with interest offers. Though it could be of some importance for the small mandate every advisor had over the final interest discount, where satisfaction with a customer could grant a more generous proposition. / Den svenska bankmarknaden kännetecknas av en hård konkurrens, där bolån är en av de mest lönsamma produkterna. Dessvärre är bolån även den produkt som har störst inflytande när det kommer till kunders benägenhet att byta bankaktör, och länge har de fyra största aktörerna på den svenska bankmarknaden tappat kunder till mindre aktörer i en allt ökande omfattning. En av dessa storbanker har även visat sig ha det mer problematiskt än sina tre likar att ta nya marknadsandelar på kreditmarknaden vilken vidare undersöks i denna studie där åtgärder utförda i syfte för att behålla kunder är centrala. Genom en kvalitativ studie har bolånerådgivare vid banken i fråga ombetts förklara hur de arbetar med de teoretiska koncepten efterköpskänsla, återköpsbeteende och kundlojalitet i praktiken. Svaren har sedan analyserats och jämförts ur ett teoretiskt perspektiv, där resultatet visar att arbetssätt och teori inte alltid överensstämmer med varandra. Syftet med denna studie är att bättre förstå hur bolånerådgivare arbetar i förhållande till teoretiska koncept, för att skapa en bättre förståelse för varför det sker ett så kontinuerligt och tilltagande kundtapp. Resultatet av studien visar att bolånerådgivarna på banken i fråga arbetade på ett inkonsekvent sätt med kundernas efterköpskänsla. Något som var till följd av att arbetssättet med den egna kundstocken var individuellt konstruerat av varje rådgivare och att en avsaknad av systemstöd förelåg. Som en konsekvens, gjorde vissa rådgivare direkta efterköpsutskick, när andra inte hörde av sig till sina kunder över huvud taget. Vidare var lojalitet en aspekt som kunderna kunde tro var av stor vikt för banken. Men i själva verket var detta inte en variabel alls i de kalkyler som rådgivarna nyttjade för att ge ett så rättvist erbjudande som möjligt. Däremot kunde lojalitet ha en liten betydelse för det mandat varje rådgivare hade över den slutliga ränterabatten, där en bra kund kunde få ett mer generöst förslag.

Background: The expansion of e-commerce and online orders have led to companies creating new marketing strategies, where impulsive purchases are important in order to boost sales. However, this also has negative aspects concerning overconsumption and the environmental impact. Consumers are more likely to have negative post-purchase emotions when making an impulsive purchase, and thus are more prone to return products. This research aims at creating a deeper understanding about consumers’ post-purchase emotions after making an impulsive purchase and how a product return affects the post-purchase emotions.    Problem discussion: Impulsive buying is critical for online stores and retailers are actively trying to increase these purchases for all customers, but at the same time, there is a growing number of product returns. This makes it important for firms to understand how consumers think and react to an impulsive purchase, since this supposedly has an impact on product returns. By providing a deeper understanding regarding the consumer’s post-purchase emotions one can specify such reactions on shoppers and help future marketing activities preventing consumers’ negative emotions in the purpose of increasing organizational profitability and decreasing the environmental impact.    Purpose: The purpose of this research is to build a theory that will provide organizations with knowledge about the chosen segment of Swedish women in the age 18-35 post-purchase emotions after impulsive buying. The findings of this study can contribute with additional insights to previous theoretical knowledge about post-purchase emotions after impulsive shopping.   Method: This qualitative research has been conducted by using 14 semi-structured interviews with the chosen segment of Swedish females in the age 18-35 who had previously shopped impulsively online and returned products. For the data analysis, an interpretative phenomenological analysis was used, providing the research with reflections regarding the perspective of the participants’ experiences of impulsive shopping and their post-purchase emotions.  Results: This research indicates that the participants generally held a negative view of impulsive buying, where they reduced/strengthened their post-purchase emotions through three rationalizations which were named by the authors “Social Proof”, “Use-Principle” and “Limited Funds”. When making a product return, the participants either had strengthened emotions or the negative emotions were turned into positive emotions. This was connected to three themes found by the authors which were called “Income”, “Return Policy”, and “Social and Environment”. The analyzed findings were presented in a developed framework.

The theme of this research is to establish how South African companies evaluate the benefits of a capital investment, in terms of ERP implementations, to the organisation. The question of whether determinable value can be quantified and the methods used to calculate such value is explored. A search is conducted for critical success factors for successful ERP implementations, key metrics used for monitoring results, and the approach of South African companies to determining benefits. The research is designed to establish what post purchase analyses of completed projects are conducted and what percentage of completed implementations are considered successful in the South African environment, as well as the possible reasons for those successes and failures. The research consists of firstly a qualitative study of the goals of value creation of ERP decisions, which included a couple of interviews with IT and Process Engineering consultants to form a basis of knowledge for why companies implement ERP systems in the first place, followed by a quantitative descriptive study of the implementation success factors and post implementation analysis, by means of a survey of South African companies. The outcome of the research shows that ERP in South Africa has matured to a level where the majority of projects are judged by the key decision makers to be successful, in contrast to expectations created by the literature review performed. It also highlights that, in the capital budgeting decision making processes followed by companies of different sizes, qualitative factors play a slightly bigger role than quantitative factors in the motivation of an ERP implementation. In addition, this research concludes that companies who identify a clear business value goal with the proposed ERP implementation, ensures buy-in from top management, perform proper planning before embarking on the project, as well as follow some kind of rigorous measurement framework, experience higher levels of ERP success than those who do not. Copyright / Dissertation (MBA)--University of Pretoria, 2010. / Gordon Institute of Business Science (GIBS) / unrestricted