The Study of Customer Behavior Satisfaction and Loyalty of Community Mall in Bangkok and Suburban Area

YUDA LASORN

A Thesis Submitted in Partial Fulfillment of the requirements

For the Degree of Master of Business Administration

International College

University of the Thai Chamber of Commerce

2012 The Study of Customer Behavior Satisfaction and Loyalty of Community Mall in Bangkok and Suburban Area

YUDA LASORN

A Thesis Submitted in Partial Fulfillment of the requirements

For the Degree of Master of Business Administration

International College

University of the Thai Chamber of Commerce

2012

Copyright by University of the Thai Chamber of Commerce Thesis Title The Study of Customer Behavior Satisfaction and Loyalty of Community Mall in Bangkok and Suburban Area

Name Miss Yuda Lasorn Degree Master of Business Administration Major Field International Business Thesis Advisor Asst. Prof. Dr. Napawan Kananurak Graduate Year 2012

ABSTRACT

This research study was to investigate the customer satisfaction and loyalty of community malls in Bangkok and suburban areas. This aim is supported by the following objectives: 1) to study the relation of image, experiential marketing and service quality on customer satisfaction on community malls. 2) to study the relation of customer satisfaction on customer loyalty in community mall. This study surveyed the community mall’s customer that use community mall services in Bangkok and suburban areas. The number of returned questionnaires was 400 and the data was analyzed by frequency, percentage, mean method, Simple regression and Multiple regression. The result of the preliminary study indicated that image, experiential marketing and service quality influenced customer satisfaction on community malls. Moreover, The community mall’s customer concern about service quality at the most which indicated by R-square value is 50.4% but they concern about experiential marketing at least which indicated by R-square 40.1%.

ACKNOWLEDGEMENTS

I would like to express my most sincere to my academic advisor, Asst. Prof. Dr. Napawan Kananurak for support, suggestions, and encouragement during the process of completion my thesis. This work could not have been completed without his concern and understanding. I would also like to thank to the members of my advisory committee, Dr. Pitsamorn Kilenthong, Asst. Prof. Dr. Saran Ratanasithi, Dr. Theeranuch Pusaksrikit and Dr. Suthawan Chirapanda for their comments and suggestions to improve the quality of this thesis. Numerous individuals provided advice, encouragement, support and friendship that has helped me overcome difficulties and challenges throughout my graduate study. These include my colleagues and my friends and staffs in Global MBA at the University of Thai Chamber of Commerce. Finally, my deepest appreciation and thanks go to my family for their endless love, support, and encouragement and for providing me the life-long opportunities that have allowed me to reach this level of achievement.

Miss Yuda Lasorn

TABLE OF CONTENTS

Abstract I

Acknowledgements II

Table of Contents III

List of Tables V

List of Figures VI

Chapter 1 Introduction 1 Introduction and Problem Statement 1 Objectives 5 Research Questions 5 Scope of the Study 6 Expected Benefits 6 Operation Definition 6 Organization of the Study 7

Chapter 2 Literature Review 9 Theory and Related research 10 The review of the related theory 10 The conceptual of image, experiential marketing and service quality 12 The conceptual of customer satisfaction and customer loyalty 15 Conceptual Framework 23 Research Hypothesis 23

Chapter 3 Methodology 25 Research Design 25 Research Tools 27 Data Collection 29 Data Measurement and Analysis 30

iii

TABLE OF CONTENTS (Continued)

Chapter 4 Results 32 Summary demographic data by using descriptive statistic 33 The analysis level of agreement of the sample on image, experiential marketing, service quality, customer satisfaction and customer loyalty 40 The results of the relationship between image, experiential marketing, service quality, customer satisfaction and customer loyalty 44 Summary of hypothesis testing results 52

Chapter 5 Conclusion and Discussion 53 Conclusion 54 Discussion 57 Implication for Business 58 Limitations & Further Research 60

REFERENCES 61

APPENDICES 70 Appendix 1: Questionnaire 71 Appendix 2: List of Community mall 77

LIST OF TABLES

Table 2.1 The Strategic experiential modules 14 3.1 The number of community mall separate by zone 26 4.1 Age of the respondents 33 4.2 Gender data analysis 33 4.3 Marital status data analysis 34 4.4 Education data analysis 34 4.5 Occupation data analysis 35 4.6 Monthly income data analysis 35 4.7 Address data analysis 36 4.8 The result of preference rankings on various shopping place 37 4.9 The result of the patronage product and service of community malls 38 4.10 The results of the percentage of the reason to use the service of community mall 39 4.11 The analysis level of agreement of Community mall customer satisfaction and customer loyalty on its related factors 40 4.12-14 The results of the relationship between image and customer satisfaction 45 4.15-17The results of the relationship between experiential marketing and customer satisfaction 47 4.18-20 The results of the relationship between service quality and customer satisfaction 48 4.21-23 The results of the relationship between customer satisfaction and customer loyalty 50 4.24 Summary of hypothesis testing results 52

LIST OF FIGURE

Figure 1.1 The line diagram of the growth in square meter that belong to each shopping place 3 1.2 The cumulative area of the supply of community mall in square meter in Bangkok for the year of 2012-2013 (forecast) 4 2.1 Theory of planned behavior framework 10 2.2 The model of expectancy disconfirmation (EDT) framework 11 2.3 The strategic experiential modules 13 2.4 The difference between experience and experiential marketing 18 2.5 Conceptual Framework 22

CHAPTER 1

INTRODUCTION

1.1 Introduction and Problem Statement 1.1.1 Introduction The retailing industry in Thailand has developed from a traditional and backward industry into a modern and vibrant industry as any retail industry in the world. Moreover, wholesale and retail trade is 13.4 percent of GDP in 2012 (www.bot.or.th). At the present, the economy grows rapidly and accompanying with the increase of the population in Bangkok and suburban area. Moreover, a booming residential projects especially in vertical way such as condominiums in city areas and developed housing projects in suburban areas to support the growth of the demand of residents which is the cause of the expansion of the number of retail business to serve those demand in every area, especially for community malls which are increasing rapidly as well. The number of community malls has become widespread around Bangkok and suburban area as following: eleven locations in Bangkok central zone, thirty locations in Bangkok southern zone, twelve locations in Bangkok northern zone, eleven locations in Bangkok eastern zone, five locations in Bangkok-Thonburi northern zone, nine locations in Bangkok southern zone, two locations in Nonthaburi, four locations in Pathumthani, two locations in Samutprakarn, one location in Samutsakorn and two locations in Nakornpathom. Thereore, the total is eighty-six locations in nowadays (March 2013). Moreover, there are almost 30 projects of community malls that are under construction and expected to be opened in 2013. Community malls are becoming a part of everyday life, especially on Sukhumvit road which can be found at almost every corner. Today, the community malls are the available in many neighborhoods like shopping center generating the new experience of shopping mall with difference images, unlike large-scale shopping mall such as Central Department store, The mall, Robinson, Seacon square, Future park that most urbanites are familiar with.

The “Community mall” or ''neighborhood shopping centers'' or ''retail parks'', these is shopping venues of the new era, which have become more and more popular with urbanites, basically where they offer a variety of services and goods that cater to modern lifestyles. You may find them among a collection of chic eateries and fast- food joints, a gourmet food markets, pet salon, kids' gyms, up-market spas and one- of-a-kind concept stores. So, these are the kind of business models that has its own characteristics or images in terms of the ways they develop and manage shopping mall by focus on the relaxing atmosphere with open-air concept and provide the spaces for rent which are available in both long and short term contracts. The design concepts is also important which could be the attractive image. Many malls are based on unique design concepts such as Asiatique, The Riverfront, The Promenade, Rama 2 park, Vue lifestyle community mall, Rain Hill, Suen Tued Jeeb (coming soon), Dragon mall (coming soon) and Taradbok Veang-pranakorn (coming soon) that make the customers feel like having a new experience, which community mall developers aim to attract their customers (base on information in March 2013).

The physical patterns of community mall The physical patterns of community mall is open-air shopping center where there are open spaces in the front of the projects for car parking which generally are 1- 3 floor(s) of 1-3 building(s) allocated with an L shape or a U shape, and do not have connecting paths with air-conditioner between shops.

6 Patterns of community mall in Thailand (www.Siamfuture.com) 1. Neighborhood shopping center Neighborhood shopping center is small open-air shopping mall nearby residence areas designed with patterns for customers’ conveniency for buying consumer goods or something that are used in daily life. 2. Convenience center They have the tenants just 2-3 shops such as auto service center, convenience store, video rental shops of academic institutes, etc. 3. Stand-Alone retail store Stand-Alone retail store has about ½ rai or 800 SQM available area on the main road or main soi which has only one tenant such as an auto service center or a convenience store or a retailer shop.

4. Power center Power center is the big shopping mall that has more than 2 main tenants and has skills and their unique strengths such as decorated shops and construction equipment. 5. Lifestyle center Lifestyle center is the shopping mall of which its main tenants are supermarkets and retail shops that are response to the demands in daily life such as theaters, bowling, restaurants, bakeries, beauty and skin care shop, music academy and also has some free space. 6. Urban entertainment center Urban entertainment center is the new generation of shopping malls that include the concept of entertainment and lifestyle which shows patterns of mixing between innovation and lifestyles with an emphasis to blend arts and entertainment to be entertainment that present in the way of new retail business.

The selling points of community mall are different according to their locations, because the classes of customer are different from one area to another, such as Soi Sukhumvit 55 road or Soi Thonglor; these roads have myriad types of luxury community malls to support high income customers in these areas.

Figure 1.1 Source: Colliers International Thailand Research (Bangkok retail market report: Q1, 2012

Figure 1.1 shows the line diagram of the growth in square meter that belong to each shopping place which the number of community mall had grown constantly since 2007 and expected that they will have cumulative area more than hypermarket by end of 2012. (Bangkok retail market report of Colliers International Thailand Research Quarter 1st, 2012)

Figure 1.2 Note: Cumulative of future supply in Bangkok by year category of department store and community mall, As of Q2:2012 Source: Colliers International Thailand Research (Bangkok retail market reportQ2, 2012)

Figure 1.2 shows the cumulative area of the supply of community mall in square meter in Bangkok for the year of 2012-2013 (forecast); it shows that the number of community malls is expected to grow in almost twofold from 2012 to 2013, which is in the same magnitude with the growth rate in department store. The growth of the community in both Bangkok city and outer city accompanying by hasty lifestyle and traffic congestion in Bangkok lead to the change of lifestyles of the people in Bangkok. They might not want to waste their time driving longer to shopping in the big shop mall or a department store or to find a parking

space which is usually far from their target store. Hence, all the above reasons could bring the thrive for community malls or shopping malls in the vicinity of customers’ homes in response to those demands in daily life within time constraint and retailers have become a business trend nowadays.

1.1.2 Problem Statement The important problem for community malls in Bangkok and suburban areas nowadays is that there is an intense competition since the number of community malls is increased rapidly in every areas along with the increase of in Bangkok population. However, The increasing of population may not match with speed growth of community malls while the other shopping places are increasing also. According to this market situation, intense rivals among each kind of retail business are to be studies. So, this is an interesting point to investigate and to find the main factors that influence customers to use community mall services, what the weaknesses and strengths of community malls are, in order to have a better understanding about consumer preferences and attitudes toward community malls.

1.3 Objectives 1. To study the relation of images, experiential marketing and service quality on customer satisfaction on community malls in Bangkok and suburban areas. 2. To study the relation of customer satisfaction on customer loyalty in community malls in Bangkok and suburban area.

1.4 Research Question 1. Does images affect customer satisfaction of community malls in Bangkok and suburban areas? 2. Does experiential marketing has an effect on customer satisfaction on community malls in Bangkok and suburban areas? 3. Does service quality has an effect on customer satisfaction on community malls in Bangkok and suburban areas? 4. Does customer satisfaction relates with its customer loyalty of community mall in Bangkok and suburban areas?

5. How is created customer loyalty of community malls in Bangkok and suburban areas?

1.5 Scope of Study 1. Study the effect of the image, experiential marketing and service quality on customer satisfaction on community mall in Bangkok and suburban area. 2. Study the effects of customer satisfaction on customer loyalty in community mall in Bangkok and suburban area. 3. Inquire 400 respondents who shop and use services at community malls in Bangkok and the suburban areas from February 1, - March 3, 2013.

1.6 Expected Benefits 1. To have a better understanding the effect of the image, experiential marketing and service quality on customer satisfaction and customer loyalty on community mall in Bangkok and suburban area. 2. To provide the necessary information about weaknesses and strengths of community malls, how to increase customer satisfaction as well as customer loyalty which helps the community malls developers to improve their strategy to respond to customers demand and to increase customer base so that the malls can gain more market share in this segmentation accordingly.

1.7 Operational Definition Community mall A Community mall is an open-air shopping center where there is an open space in the front of the project for car parking. Generally a community mall comprise 1-3 building(s) with 1-3 floor(s) located in line with an L shape or a U shape, and do not have connecting paths with air-conditioner between shops. Image The image come from the individual beliefs, emotion and feelings when they consume the products or services. Experiential marketing “Experiential Marketing” means an unforgettable memory or an experience rooted deeply in people’s mind. It can be from the definition of experience, in modern consumption environment, consumers emphasize their own experience during

consumption process. The types of experience, namely sensation experience and association experience.

Service Quality Service quality is that the service should correspond to the customers’ expectations and satisfy their needs and requirements by following aspects: 1. Tangibility: appearance of physical facilities, equipment and communication material; 2. Reliability: the ability of service provider to serve customer with specialist and accuracy; 3. Responsiveness: Willingness to help customers and provide prompt services 4. Assurance: the trust of customers when service providers have knowledge and experience to answer their question to solve their problem and also have a service mind; 5. Empathy: the caring and individualized attention, organization provides to its customers. Customer satisfaction Customer satisfaction is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator to retain customers and sustainable business. Customer Loyalty Customer loyalty is the behavior of customers return in order to buy and use products and services of the company, and they are happy to say the good thing about products/services and would recommend the company to the others.

1.8 Organization of the Study The thesis is divided into 5 parts. The short overview of the thesis is as follows: Chapter 1: Introduction The introduction of the study, problem of the chapter is composed of the statement of the problems, objectives, research questions, scope of the study, expected benefits and operation definition, and the organization of this research.

Chapter 2: Review of the literature This chapter presents the review of theory and related research, conceptual framework and research hypothesis. Chapter 3: Methodology This chapter discusses and explains the research design, research tools, data collection and data measurement and analysis. Chapter 4: Results This chapter summarizes demographic data by using descriptive statistic, the analysis level of agreement of the sample of images, experiential marketing, the service quality, customer satisfaction and customer loyalty. Statistical analysis was used to explore the relationship between image, experiential marketing, the service quality, customer satisfaction and customer loyalty on community mall in Bangkok and suburban areas. Chapter 5: Conclusion and Discussion This chapter presents the conclusion of this study, discussions, an implication for business, limitation of the study, and recommendation for further research.

CHAPTER 2

REVIEW OF THE LITERATURE

This chapter will present literature that was found related to the topic. It will focus on three topics: 1. Theory and Related Research 2. Conceptual Framework 3. Research Hypothesis This chapter is to purpose and provide the related theory, literature and research to support the research topic “The Study of the customer satisfaction and customer loyalty on community malls in Bangkok and suburban areas”.

2.1 Theory and Related research 2.1.1 The review of the related theory The theory of planned behavior (TPB)

The figure 2.1 Theory of planned behavior framework

TPB posits that individual behavior is driven by behavioral intentions where behavioral intentions are a function of an individual's attitude toward the behavior, the subjective norms surrounding the performance of the behavior, and the individual's perception of the ease with which the behavior can be performed (behavioral control). Attitude toward the behavior is defined as the individual's positive or negative feelings about performing a behavior. It is determined through an assessment of one's beliefs regarding the consequences arising from a behavior and an evaluation of the desirability of these consequences. Formally, overall attitude can be assessed as the sum of the individual consequence x desirability assessments for all expected consequences of the behavior. Subjective norm is defined as an individual's perception of whether people important to the individual think the behavior should be performed. The contribution of the opinion of any given reference is weighed by the motivation that an individual has to comply with the wishes of that referent. Hence, overall subjective norm can be expressed as the sum of the individual perception x motivation assessments for all relevant referents.

Behavioral control is defined as one's perception of the difficulty of performing a behavior. TPB views the control that people have over their behavior as lying on a continuum from behaviors that are easily performed to those requiring considerable effort, resources and etc. Although Ajzen, I(1991) has suggested that the link between behavior and behavioral control outlined in the model should be between behavior and actual behavioral control rather than perceived behavioral control, the difficulty of assessing actual control has led to the use of perceived control as an Eagly AH and Chaiken S (1993).

The theory of expectancy disconfirmation (EDT)

The figure 2.2 shows the model of expectancy disconfirmation (EDT) framework Oliver, Richard L. (1977)

EDT is a prominent theory from marketing that can predict and explain consumers’ satisfaction with products or services (e.g., (Spreng, Richard A. and Thomas J. Page, Jr. 2003); Patterson, Paul G. and Richard A. Spreng (1997); Oliver, Richard L. (1980). Recently, EDT has been used to explain users’ information technology satisfaction (Bhattacherjee and Premkumar (2004)); Hsu, M. H., C. M. Chiu, T. L. Ju. (2004); Susarla, A., A. Barua, A. B. Whinston(2003); Khalifa, Mohamed, and Liu, Vanessa (2003), 2002; Bhattacherjee (2001a), (2001b). The theory proposes that users first form expectations or belief probabilities of attribute occurrence. They then form post-usage perceptions about performance and a comparison between initial expectations and performance known as disconfirmation

of expectations (Bhattacherjee et. al (2004); Spreng (2003); Oliver (1980). A positive disconfirmation means performance was better than expected, and a negative disconfirmation means performance was worse than expected. According to EDT, the better performance is, or the more positive the disconfirmation, the greater the satisfaction Yi, Y. (1990)..

2.1.2 The conceptual of image, experiential marketing and service quality Image Image is generally conceived of as the outcome of a transaction whereby signals emitted by a marketing unit are received by a receptor and organized into a mental perception of the sending unit (Barbara Stern, George M. Zinkhan, Anupam Jaju 2001). Moreover, Consumer processing is assumed to be based on images of things, rather than on the things themselves. Consequently, the term refers to mental imagery, considered ‘very like picturing and very unlike describing’ (Fodor, Jerry A. 1981) or discursive processing. Whereas input into discursive processing is language-like information (verbal and numerical symbols), input into imagery processing is multi- sensory experience including ‘sight, taste, sound, smell, and tactile sensations’ MacInnis, Deborah J. and Price, Linda L. (1987) In addition, An image is an interpretation, a set of inferences and reactions to a symbol because it is not the object itself, but refers to it and stands for it (Levy, S.J. and Glick, I.O. 1973). As being the perceptional process, image composed on three dimensions (De Pelsmacker, P., Geuns, M., and Van Den Bergh, J., 2000):  Beliefs, the cognitive dimensions of the attitude: People may hold certain beliefs about a company, for instance, that is a good company to work for, or that company manufactures high quality products.  Emotional feelings, The effective component of the attitude: People may dislike accompany by its social or environmental policies or its handling crisis.  Behavioral intention: Target group members may be inclined to buy products of a company, or to go and work there, and corporate communication should focus on all three components of attitude formation, by managing the image

Experiential Marketing The notion of experiential marketing was first introduced by Pine, J.B. and Gilmore, J.H. (1998). When individuals buy an experience, they pay to spend time enjoying a collection of events that the company is responsible for staging. It is argued that experiential marketing is critical for organizations, particularly those in the heritage industry. Williams, A. (2006) points out that marketing in this industry is always experiential, where a main concern is to extract the quintessence of the product and apply to it intangible, physical and interactive experiences. Moreover, Experiential marketing aims to request marketing staff to emphasize the overall experience quality for consumers passed by brands, including rational decision-making and sentimental consumption experience Kotler, P. (2003). also indicated there have been more and more companies staring to develop non- rational image request and ask for the aids from anthropologists and psychologists to develop messages to make deep soul touched. It is noteworthy experiential marketing never ignores the quality of rationality and claim of functions. It is based on quality to intensify sentimental and functional claims. Furthermore, Schmitt, B. H. (1999) used to propose 5 strategic experience modules composed of consumers’ 5 various experience types, namely sensation experience, emotion experience, thinking experience, action experience and association experience.

The figure: 2.3 The strategic experiential modules

The Table 2.1: The strategic experiential modules provided by Schmitt (1999)

MODULE Contents of consumer experience

SENSE Sensory experience value that appeals to the five sense.

Emotional experience value that appeals to feelings and FEEL moods.

Intellectual experience value that appeals to creativity THINK and cognitive functions

Behavioral experience value that appeals to physical ACT behavior and lifestyle.

Relative experience value that appeals to confirmative RELATE groups and cultural groups.

Moreover, Nowadays consumer perceive goods characteristics and superiority, quality of good, positive brand image as them goes without saying. So this things does not work, consumer is waiting such product, communication or company which wake his feelings, agitate his soul and mind. He wants such products, advertising and company, which will be orientated to him and corresponds to his life style. Consumers want that all these things raise experience (Schmitt, B. 2001). In the case of a retail environment, the experience relates to the service environment (including atmospheric cues) transforming normal retailing into “entertailing” Kim, Y.-K. (2001), where retailers attempt to provide an experience and increase the length of stay in a store by appealing to the multiple senses of sight, sound, smell and touch.

Service quality Definitions of service quality hold that this is the result of the comparison that customer make between their expectations about a service and their perception of the way the service has been performed (Lewis,R.C. and Booms, B.H. 1983);

(Lehtinen,U,and Lehtinen,J.R.1982); (Gronroos, C,1984); (Parasuraman, A., Zeithaml, V.A. and Berry, L.,L., 1985,1988,1994) In addition, service quality is found to be a significant predictor of behavioral intentions, e.g. likelihood of recommending, repeat purchase, switching, and/or complaining (Bitner, M.J. 1990). Moreover, Conceptually service quality is defined as global judgments or attitude relating to the overall excellence or superiority of the service (Parasuraman et al., 1988). It involve a comparisons of customer expectations with customer perceptions of actual service performance (Parasuraman et al., 1985, 1988).

Components of service quality (Parasuraman et al. 1988) 1. Tangibility: Appearance of physical facilities, equipment and communication material 2. Reliability: Ability to perform the promised service dependably and accurately 3. Responsiveness: Willingness to help customers and provide prompt service 4. Assurance: Knowledge and courtesy of the employees and their ability to convey trust and confidence 5. Empathy: The caring and individualized attention, organization provides to its customers.

2.1.3 The conceptual of customer satisfaction and customer loyalty Customer Satisfaction The expectancy/disconfirm paradigm in process theory Mohr,L.B. (1982), provides the grounding for the vast majority of satisfaction studies and encompasses four constructs: 1. expectations 2. performance 3. disconfirmation; and 4. satisfaction Dis/confirmation arise from discrepancies between prior expectations and actual performance. This conceptualization is reflected in the definition of satisfaction by Tse, D.K. and Wilton, P.C. (1988). Moreover, Customer satisfaction mainly derives from the physiological response with the perceptual difference gap between expectation before consumption

and practical experience after consumption of service or products. It means accumulated temporary and sensory response. Therefore, under such a specific consumption setting, it frequently influences the overall attitude and decision-making when customers purchase products or service. In numerous researches about purchase behaviors conducted by customers, there are scholars broadly use the expectation- confirmation theory and the rational expectation theory to explore the expectation before purchase and satisfaction after purchase among consumers (Kotler, P. and Keller K. L., 2006). Furthermore, Anderson, R. E., and Srinivasan, S. S. (2003) conduct the measurement with consumer satisfaction categorized into 5 dimensions, (1) overall satisfaction, (2) customer favorite, (3) customer loyalty, (4) customer recommendation and (5) priority option. Understanding customer satisfaction will facilitate companies to maintain customer satisfaction to products or service. As such, inferior products or service can be improved to allow customers with wonderful impression. Moreover, according to the measurement dimensions for customer satisfaction proposed by the Commerce Office of Economic Ministry (2004), the dimensions cover discount shopping mall environment (such as the comfort of shopping environment and atmosphere, the convenience for motorbike and vehicle parking), personal service (such as kind attitude, rapid check-out operation), discount shopping mall service (such as recreation space, delicate product packing), tangible products (such as legible price tags, promotion goods consistent with advertising information) and value (such as quality against prices, reasonable quality and prices). To sum up above mention, there are different dimensions and opinions to measure customer satisfaction in both local and international scientific lectures.

Customer Loyalty Typically, customer loyalty means the property of customer to repeatedly purchase specific subject (brands, products, services, shops, etc.) with affection regardless of the change in the circumstance (Jacoby, J. and Chestnut, R.W., 1978); (Oliver, R.I,. and Swan.J.E.1989). There are the variables for measuring customer loyalty such as devotion into specific subject, repurchase intention, and intention to recommend to others, etc. Reichheld, F.F. (1993),. Especially, customer loyalty is known to arise from the result of customer satisfaction in general.

Moreover, Piotr, Z. (2004) indicated loyal customer shows 3 characteristics as below. (1) They spend more money in purchasing products or service of a company. (2) They encourage others to purchase products or service of a company. (3) They believe it is valuable to purchase products or service of a company. Namely, consumers show a behavioral intention willing to continue the relationship with a certain brand or a company. Actually, in the field of marketing science, customer loyalty is vested with highly mature conceptions. With past effort made by several scholars, we have known much about the definition of customer satisfaction. In addition, (Chaudhuri, A., and Holbrook, M. B. 2001) revealed customer loyalty is established by attitude loyalty and behavior loyalty. Attitude loyalty means the loyalty in attitude and the tolerance to price. Behavior loyalty means continuous purchase and recommendation behaviors. Gronholdt, L., Martensen, A., and Kristensen, K. (2000) indicated customer loyalty is composed of 4 indicators including customers’ repurchase intention, tolerance to prices, the willing to recommend a brand or a company and the willing to conduct cross purchase. Also, the said 4 items can act as the measurement indicators for customer loyalty. Anyway, To summarize above mention, it can be seen if people are going to measure customer loyalty, the measurement can be conducted and considered roughly in 5 levels, (1) re-purchase willing, (2) derivatively positive oral administration, (3) recommendation willing, (4) tolerance to price adjustment, and (5) consumption frequency (Ming-Shing Lee , Huey-Der Hsiao and Ming-Fen Yang 2005)

2.1.4 Relationship between Image and Customer satisfaction Regarding, De Pelsmacker et. al. (2000) by managing image, corporate communication may help shaping beliefs, emotional feelings and behavioral intentions and all of these three components of attitude may affect satisfaction level, Image may affect satisfaction by increasing perceptions and also may increase satisfaction with its psychological impact. In addition, Chun, R., (2005) suggested, reputation (in short term; image) stimulates purchase by simplifying decision procedures for customers, and a good reputation for high quality means more customers, fewer dissatisfied customers and profitability increases. Moreover, Marshall, R., & Keller, K. L. (1999): image cannot be measured, for the measurement of image must include the measurement of customer perception

about the product image and brand image this imply the importance of brand image on customer satisfaction, Furthermore, According to the Reynolds, Kristy E. and Sharon E. Beatty (1999) customer may be more satisfied with the salesperson if he received high social and functional benefit from the salespersons side. the majority of the authors has described in this study that brand image benefit is positively and significantly related to the customer satisfaction.

2.1.5 Relationship between Experiential Marketing and Customer satisfaction Experiences occur in response to some stimulation (Schmitt, B. 1999a), e.g. marketing mix. The stimulus can be inter-personal (between people) or intrapersonal (within a person); it can be marketing stimulus (e.g. 4P) or environmental (e.g. economic, technological, cultural). For its subjectivity experiences depend on the expectations and values of the customer (Tars-sanen, S.; Kylänen, M. 2007). Experience can involve a perception on which one builds his/her own state of reality; a reality based on his/her interaction with the environment (Siiri Same1, Jorma Larimo2.2012). As below diagram shows the process of experiential marketing and the difference between experience and experiential marketing

The figure 2.4 The difference between experience and experiential marketing (Siiri et al.,, 2012) A customer creates meaning to all he/she perceives. Experience represents a meaningful relationship between a person’s perceptional activity and a life situation, and is of particular significance to the person (Perttula, J. 2007). When the customer experiences something important, this forms his/her life situations consisting of everything he/she is in meaningful relationship (Leppiman, A.; Same, S. 2011). Experiences are formed out of these relationships and life situations. Fortezza, F.; Pencarelli, T. (2011) call it “packaging moments of life.” Hence, Petrick, J. F. Morais, D. D., and Norman, W. C. (2001) explained that companies can change the experience when consumers are using products or service to make them reach the highest satisfaction. Liao. H., & Chuang, A. (2004) conducted the research on influence results caused by consumption experience factors of professional baseball fans onto satisfaction and loyalty, results indicated the consumption experience of professional baseball fans cause direct positive influence.

Moreover, Kotler (2003) also indicated there have been more and more companies staring to develop non-rational image request and ask for the aids from anthropologists and psychologists to develop messages to make deep soul touched. It is noteworthy experiential marketing never ignores the quality of rationality and claim of functions. It is based on the quality to intensify sentimental and functional claims.

2.1.6 Relationship between Service quality and Customer satisfaction Many academicians give different definitions of quality (Philip Kotler and Sidney J. Levy 1969) noted that customer satisfaction could be related to values and prices whereas service quality generally does not depend on prices (Anderson, E. W., Fornell, C. & Lehmann, D. R. 1994). The relationship between service quality and consumer satisfaction in the formation of consumer purchase intentions, and the primary focus of the current research, has also received increased attention in the emerging literature. Cronin J. Joseph, Jr. and Steven A. Taylor (1992) structure equation model provides evidence that service quality is a subordinate construct to consumer satisfaction judgments. Moreover, Taylor, S.A. and Baker, T.L. (1994) most recently extend the investigation of how the quality and satisfaction constructs contribute to the formation of consumers’ purchase intentions by considering the possibility that satisfaction judgments moderate, and not moderate, the quality of purchase intention relationship. In short, the results of Taylor and Baker (1994) study demonstrate the existence of a moderator effect in three of the four service industries they investigated (health care being the lone exception). This result is intriguing because it suggests that the interactive nature of the relationship between satisfaction judgments and service quality attitudes in the formation of future purchase intentions may be more important than their individual contributions (i.e., an additive or mediating model). Furthermore, Hu, K. C., Lu, M. Y., and Huang, M. C. (2010) from the research, it indicates that customer satisfaction significantly influences loyalty, and service quality, innovation capability, and corporate image are positively correlated with customer satisfaction.

2.1.7 The relationship between customer satisfaction and customer loyalty Kim, W.G., Lee, Y.K., & Yoo, Y.J. (2006) proposed that satisfied customers exhibit loyalty and provide positive word-of-mouth. Thus, customer satisfaction is the

antecedent of customer loyalty and cause positive influence on loyalty (Zeithaml, V. A., and Bitner, M. J. 1996); Hu, H. H., Kandampullyb, J., and Juwaheer, T. D.(2009). In addition, Gremler, D.D., Brown, S.W., Bitner, M.J. and Parasuraman, A. (2001) found a statistically significant link between overall satisfaction and the loyalty intention. Although customer satisfaction does not necessarily drive to the intentional component of customer loyalty (see for example Macintosh, G. and Lockshin, L. (1997); Reynolds and Beatty, 1999a), most of theoretical and empirical contributions suggest a positive link between these two constructs (e.g. Fornell, C. (1992); Oliver and Swan, 1989; Taylor and Baker, 1994).

2.1.8 Community mall structure The physical patterns of community mall is an open-air shopping center where there is an open space in the front of project for car parking. It is generally composed of building of 1-3 floor(s) around 1-3 building(s) that is located in line with an L shape or a U shape and do not have connecting paths with air-conditioner between shops.

6 Patterns of community mall in Thailand (http://www.Siamfuture.com) 1. Neighborhood shopping center Neighborhood shopping center is small open-air shopping mall nearby residence area which design with convenience pattern for customer for buying consumer goods or something that can be used in daily life. This size of community mall is area around 3-5 rai (1 rai : 1,600 SQM.) and a community mall has a rental area about 2,700-14,000 SQM. The most things that attract customers to visit the mall are the main tenants with a kind of supermarket and pharmaceutical shop. Additionally, there are also around 15-20 the retailer shops in the area such as restaurants, video rental shop, laundry shop, salon and beauty shop, flower shop, bank and so on. Neighborhood shopping mall can support customers around 2,500-40,000 persons per day in the vicinity area of 3-5 kilometers. 2. Convenience center Convenience center is mini shopping mall in an area around 1 rai (1 rai : 1,600 SQM.) on the main road or main soi. Their own car park can support about 3-10 cars only. So, They have the tenants just 2-3 shops such as auto service centers, convenience stores, video rental shops, academic institute, etc.

3. Stand-Alone retail store Stand-Alone retail store has available area about ½ rai or 800 SQM. on main road or main soi which has only one tenant such as auto service center or convenience store or retailer shop. 4. Power center Power center is the big shopping mall that has more than 2 main tenants and has skills and prominent point of themselves such as decorated shops and construction equipment. 5. Lifestyle center Lifestyle center is the shopping mall which has main tenant is supermarket and retail shop that response demands in daily life such as theater, bowling, restaurants, bakeries, beauty and skin care shops, music academy and also has some free space. 6. Urban entertainment center Urban entertainment center is the new generation of shopping that include concepts of entertainment and lifestyle which show pattern of mixing between innovation and lifestyle by emphasis to mix arts and entertainment in order to present a way of new retail business. Their target group is the age of 15-35 year old and has medium income to high income which is the new generation who is interested in new trends, technology and arts rather than brand name products. Anyway, accessibility and convenience are the selling point of community mall, particularly ease of parking and access. Many researchers found that the successful community malls are those that provide convenience and sufficient parking spaces, sometimes more than required by law. With the hyper-growth of community malls in recent years cause interesting point to study the change in consumer behavior in Bangkok area, factors that why consumer change their shopping destination, hangout and spend their others leisure time in a community mall, and how they satisfy this kind of shopping.

2.2 Conceptual Framework From the questionnaire design, the researcher describes the questionnaire based on a research model. The researcher has developed conceptual model as seen in Figure 3.1.

Figure 2.5 Conceptual Framework Source : Adapted mode of conceptual framework by used Image from Eyup Akın and Yavuz Demirel (2011) , Experiential marketing, Service quality from Ming-Shing Lee et. al. (2005) and Customer satisfaction and customer loyalty from Yongju Jeong and Yongsung Lee (2010)

According to the conceptual framework, the researcher will study about the factors of Image, experiential marketing and service quality that have effect to customer satisfaction. And the effect of customer satisfaction to customer loyalty on community mall in Bangkok and suburban areas.

2.3 Research Hypothesis In this research study, the researcher set the hypotheses to examine customer satisfaction and customer loyalty based on image, experiential marketing and service

quality; it also investigates that community mall’s customer correlated with relationship between each factor. This research consists of hypotheses as

Hypothesis 1: Image has a positive relation on Customer Satisfaction Regarding, De Pelsmacker et. al. (2000) by managing image, corporate communication may help shaping beliefs, emotional feelings and behavioral intentions and all of these three components of attitude may affect satisfaction level, Image may affect satisfaction by increasing perceptions and also may increase satisfaction with its psychological impact.

Hypothesis 2: Experiential marketing has a positive relation on customer satisfaction Regarding to the experiences occur in response to some stimulation (Schmitt 1999a), e.g. marketing mix. The stimulus can be inter-personal (between people) or intrapersonal (within a person); it can be marketing stimulus (e.g. 4P) or environmental (e.g. economic, technological, cultural). For its subjectivity experiences depend on the expectations and values of the customer (Tars-sanen and Kylänen 2007). Experience can involve a perception on which one builds his/her own state of reality; a reality based on his/her interaction with the environment (Siiri .,2012).

Hypothesis 3: Service quality has a positive relation on customer satisfaction According to the previous study found that the relationship between service quality and consumer satisfaction in the formation of consumer purchase intentions, and the primary focus of the current research, has also received increased attention in the emerging literature. Cronin and Taylor’s (1992) structure equation model provides evidence that service quality is a subordinate construct to consumer satisfaction judgments

Hypothesis 4: Customer satisfaction has a positive relation on customer loyalty Regarding, Kim, W.G et. al (2006) proposed that satisfied customers exhibit loyalty and provide positive word-of-mouth. Thus, customer satisfaction is the antecedent of customer loyalty and cause positive influence on loyalty (Zeithaml and Bitner, 1996); (Hu, et. al, 2009).

CHAPTER 3

METHODOLOGY

The objective of this chapter is to describe the methodology used in the research. The chapter is organized into the sections of sampling and sample size, research instrument, conceptual framework, hypotheses, data collection, data analysis and measurement of variable, which are now described below.

3.1 Research Design 3.1.1 Population Due to the researcher cannot find the exact number of population who is the community mall’ s customer in Bangkok and suburban areas; therefore, the researcher use the formula of Cochran, W.G. 1953 to find the number of population for this study. 3.1.2 Sample Size For calculating sample size, this study will adopt the sample size formula from Cochran, W.G. 1953.

Which: n is the required size of sample P is the proportion of population that the researcher require (0.05) Z is the confidence of the researcher to defined the level of statistical significance. D is the proportion of error that is allowed to happen

So:

= 384.16 ≈ 400 The sample size is 400 of community mall’s customers who were 15 – 65 year old.

3.1.3 Sampling The sampling in this study was separated to be 11 set by distributed to 6 zones of Bangkok (Bangkok central zone, Bangkok southern zone, Bangkok northern zone, Bangkok eastern zone, Bangkok-Thonburi northern zone and Bangkok-Thonburi southern zone) and 5 provinces in suburban areas (Nonthaburi, Patumthani, Samutprakarn, Sumutsakorn, and Nakornpathom) which the researcher use random technique to distributed to each community mall in each zone.

Table 3.1:The number of community mall separate by zone

Number of community mall in each zone

Number of Percent Set of Questionnaire community mall Bangkok central zone 8 9.30% 37

Bangkok southern zone 30 34.88% 37

Bangkok northern zone 12 13.95% 37

Bangkok eastern zone 11 12.79% 37 Bangkok-Thonburi northern 5 5.81% 36 zone Bangkok-Thonburi southern 9 10.46% 36 zone Nonthaburi 2 2.32% 36

Patumthani 4 4.65% 36

Samutprakarn 2 2.32% 36

Samutsakorn 1 1.16% 36

Nakornpathom 2 2.32% 36

Total 86 100% 400

Note: The list of community malls in each district and provinces of suburban area is illustrated in appendix 1

Table 3.1 Shows the number of community mall separate by zone.(which the data from ministry of commerce, internet and survey by researcher) and number of questionnaire was distributed (Data collecting from Ministry of Commerce, Internet and survey by the researcher)

The basis to separate zone of Bangkok metropolitan administrative as following: 1. Bangkok central zone composed of Phra nakorn district, Dusit district, Pomprabsuttrupai district, Samphanthawong district, Dindeang district, Huaykwang district, Phayathai district, Ratchathavee district and Wangthonglhang district. 2. Bangkok southern zone composed of Pathunwan district,Bangrak district, Sathorn district, Bangkholearm district, Yannawa district, Klongtoey district, Wattana district, Phakhanong district, Suanluang district and Bangna district. 3. Bangkok northern zone composed of Chatuchak district, Bangsue district, Latprao district, Laksi district, Donmuang district, Saimhai district and Bangkhane district. 4. Bangkok eastern zone composed of Bangkapi district, Sapansoong district, Bungkhum district, Kannayao district, Lat krabang district, Minburi district, Nhongchoke district,Klong samwa district, Pravet district. 5. Bangkok-Thonburi northern zone composed of Thonburi district, Klongsan district, Chomthong district, BangkokYai district, BangkokNoy district, Bangplat district, Talhing chan district and Taweewattana district. 6. Bangkok-Thonburi southern zone composed of Phasicharoen district, Bangkhae district, Nhongkham district, Bangkhuntien district, Bangbon district, Ratburana district and Thungkru district.

3.2 Research Tools The survey of this study require that participants respond to all items in questionnaire. Each set of questionnaire is composed of 54 close-end questions, and the respondents would spend 10 to 15 minutes answering all questions. All continuous variables are measured using Descriptive, Frequencies, Simple regression analysis and Multiple regression analysis.

The questionnaire was originally created in the English language. In the study, the research instrument was quoted through the questionnaire consisting of 5 sections:

Section 1: Demographic information and Community mall’s customer behavior The questions were adopted from Hanna and Wozniak (2001) to determine the characteristics of respondents pertaining to their gender, status, age education, occupation and income and question that concerns with community mall’s customer behavior was adopted from Ivan-Damir Aniæ and Sonja Radas(2006) such as How often to visit? , How much money to spend per times to visit? and How many hours to be spend in community mall.

Section 2: Image The questionnaire in this part is asking about customer perception about the image of community mall which adopted from Julie Baker , A. Parasuraman, Dhruv Grewal, and Glenn Voss (2002) , Ting Chi a,n, PeterP.D.Kilduff b,1 (2011) and perceptional process, image composed of three dimensions (De Pelsmacker et. al., 2000: 16):  Beliefs, the cognitive dimensions of the attitude: People may hold certain beliefs about a company; for instance, that is a good company to work for, or that company manufactures high quality products.  Emotional feelings, the effective component of the attitude: People may dislike a company for its social or environmental policies or its handling crisis.  Behavioral intention: Target group members may be inclined to buy products of a company, or to go and work there, and corporate communication should focus on all three components of attitude formation, by managing the image

Section 3: Experiential Marketing The questionnaire in this part is asking about sensation experience and association experience which create question by adopted form Bernard Scmitt 2001 and some from researcher that contains 6 questions : “Community malls bring the new experience shopping mall to you”, “Overall of community mall make you would like to shop”, “You feel impress with new experience of shopping from community mall”, “You would like to share your experience to your friend and relation”, “You usually hear your friend and others talk about their shopping’s experience in

community mall” and “You think that community mall is the favorite place of most people.”

Section 4: Service Quality In this section, the questionnaires consisted 16 questions adopted from Arpita Khare, (2013), Eugene Sivadas, Jamie L. Baker-Prewitt, (2000) and defined by Parasuraman et al (1988) SERVQUAL’s five dimension: tangibility, reliability, responsiveness, assurance and empathy.

Section 5: Customer satisfaction and Customer Loyalty The questionnaires consisted of 6 questions adopted form Arpita Khare(2013) and Michael Chih-Hung Wang, Megha Jain, Julian Ming-Sung Cheng, George Kyaw- Myo Aung, (2012) and some from Researcher which all of the question are “You always satisfy product and service from community mall”, “You enjoy to spend your time in community mall”, “Community mall has variety of product and service that your family needs” , “You continue to buy product and service from community mall”, “You will buy product and service from community mall in the near future”, “You always tell the good thing of the community to others” and “You recommended community mall to others”.

3.3 Data Collection Zikmund, W.G. (2003) stated that survey provide quick, inexpensive, efficient and accurate means of assessing information about the population. Therefore, the methodology used for the research to gather primary data was a survey, a research technique in which information was gathered from a sample of people by use of a questionnaire. In addition, the process of collecting the primary data starts from 1 February 2013 until 3 March 2013. All questionnaires was distributed to the customers of community malls in average aged between 15-65 years old randomly selected from community malls in Bangkok and Suburban area.

3.4 Data Measurement and Analysis 3.4.1 Descriptive statistics are used to describe the basic features of the data gathered from surveys. 1.1. Frequencies & Percentage: use for analysis questionnaire Part 1 demographics such as age, genders, status, education, occupation, monthly income and address. 1.2. Means and standard deviation: use for analysis Part 2: Image, Part 3: experiential marketing, Part 4: service quality and Part 5: customer satisfaction and customer loyalty. 3.4.2 Inferential statistics are use to test hypothesis 2.1. Multiple regression is use for test the relationship between image (beliefs, emotional feeling and behavioral intention) and customer satisfaction, experiential marketing (sensation experience and association experience) and customer satisfaction, service quality (tangibility, reliability, responsiveness, assurance and empathy) and customer satisfaction as hypothesis 1, 2 and 3 respectively. 2.2. Simple regression is used for test of the relationship between customer satisfaction and customer loyalty as in hypothesis 4.

3.4.3. Measurement of Variables Five Point Likert Scales The research used five point likert scales in this study. A likert scales is a type of psychometric response scale often used in questionnaires, and is the most widely used scale in survey research. When responding to a likert questionnaire items, respondents specify their level of agreement to a statement. The level of agreement with the statements in the research questionnaire ranked from (1) strongly disagree to (5) strongly agree. Each question consisted of many statements to better capture the degree of perception. The higher the score the more important the variables are as evaluative criteria. (Likert, Rensis.1932) With Five-point scales, the interval for breaking the range in measuring each variable is calculated by:

The criteria used to determine a mean range were as follows: Strongly agree = 4.21-5.00 Agree = 3.41-4.20 Neutral = 2.61-3.40 Disagree = 1.81-2.60 Strongly disagree = 1.00-1.80

3.4.4 Reliability analysis Reliability is the correlation of an item, scale, or instrument with a hypothetical one which truly measures what is supposed to. Since the true instrument is not available, reliability is estimated in one of the four ways, there are internal consistency, split-half reliability, test-retest reliability and inter-rater reliability. In this study, was chose internal consistency was chosen for estimation based on the correlation among the variables comprise the set. Typically, the Cronbach’s alpha model is used (Cronbach, L. J.1951) Cronbach’s alpha is the most common form of internal consistency reliability coefficient. Alpha equals 0 when the true score is not measured at all and there is only an error component. Alpha equals 1.0 when all items measure only the true score and there is no error component. Cronbach’s alpha can be interpreted as the percent of variance of the observed scale which would be explained in the hypothetical true scale composed of all possible items in the universe. Alternatively, it can be interpreted as the correlation of the observed scale with all possible other scales measuring the same thing and using the same number of items. Cronbach’s alpha also have cut-off criteria, by convention, a lenient cut-off .60 is common in exploratory research; alpha should be at least .70 or higher to retain an item in an “adequate” scale and many researchers require a cut-off .80 for a “good scale” (Cronbach, 1951). Before testing all the samples, the researcher chose 30 samples to do the pre- test based on these analyses, Cronbach’s Alpha score is .894. The usage of image, experiential marketing, service quality, customer satisfaction and customer loyalty as an instrument for measuring perception of consumer in this study has been confirmed.

CHAPTER 4

RESULTS

In this chapter, detailed information acquired from the questionnaire survey is presented and discussed in order to prove the research objective. This chapter consists of four sections as follows:

Section 1: Summary demographic data by using descriptive statistic (Frequency, Percentage). Section 2: The analysis level of agreement of the sample on Image, Experiential Marketing, Service quality, Customer satisfaction and Customer Loyalty on Community mall Section 3: The results of the relationship between image, experiential marketing, service quality, customer satisfaction and customer loyalty. Section 4: Summary of hypothesis testing results.

Section 1: Summary of demographic data by using descriptive statistic (Frequency, Percentage) Summary demographic data： 4.1.1 Age of the respondents

Table 4.1 Age of the respondents Age of respondents Frequency Percent 15-25 years 145 36.3 26-35 years 149 37.3 36-45 years 47 11.8 46-55 years 37 9.3 56-65 years 22 5.5 Total 400 100.0

Table 4.1 shows that the number of samples aged between 15-25 years old comprise of 145 or 36.3%, aged between 26-35 years old is 149 or 37.3%, aged between 36-45 years old is 47 or 11.8%, aged between 46-55 years old is 37 or 9.3% and aged between 56-65 years old is 22 or 5.5%.

4.1.2 Gender of the respondents Table 4.2 Gender data analysis Gender of respondents Frequency Percent Male 160 40.0 Female 240 60.0 Total 400 100.0

Table 4.2 shows that the number of samples is 160 male respondents or 40%, and 240 female respondents or 60 %.

4.1.3 Marital status of the respondents Table 4.3 Marital status data analysis Marital status of respondents Frequency Percent Single 289 72.3 Married 104 26.0 Divorce 7 1.8 Total 400 100.0

Table 4.3 shows that the number of single status is 289 respondents or 72.3%, Married status is 104 respondents or 26 % and Divorce status is 7 respondents or 1.8%

4.1.4: Education of the respondents Table 4.4 Education data analysis Education of respondents Frequency Percent Lower than Bachelor's 95 23.8 degree

Bachelor's degree 243 60.8

Higher than 62 15.5 Bachelor's degree Total 400 100.0

Table 4.4 shows that the education levels of the samples can be categorized as Lower than Bachelor’s degree, Bachelor’s degree, Higher than Bachelor degree, The numbers of each category are 95 or 23.8%, 243 or 60.8% and 62 or 15.5% respectively.

4.1.5 Occupation of the respondents Table 4.5 Occupation data analysis Occupation of respondents Frequency Percent Business owner 92 23.0 Government's 27 6.8 employee Company’s 181 45.3 employee Student 94 23.5 Others 6 1.5 Total 400 100.0

Table 4.5 shows that the occupation of the samples can be categorized as Business owner, Government’s employee, Company’s employee, Student and Others. The numbers of each category are 92 or 23 %, 27 or 6.8%, 181 or 45.3%, 94 or 23.5% and 6 or 1.5% respectively. And others 6 people or 1.5% are housewife.

4.1.6 Income of the respondents Table 4.6 Monthly income data analysis Income of respondents Frequency Percent Less than Bht 20,000 171 42.8 Bht 20,001-30,000 83 20.8 Bht 30,001-40,000 67 16.8 Bht 40,001-50,000 34 8.5 More than Bht 50,000 45 11.3 Total 400 100.0

Table 4.6 shows that the Monthly income of the samples can be categorized as Less than Bht 20.000, Bht 20,001-30,000, Bht 30,001-40,000 , Bht 40,001-50,000 and More than Bht 50,000. The numbers of each category are 171 or 42.8%, 83 or 20.8%, 67 or 16.8. %, 34 or 8.5% and 45 or 11.3% respectively.

4.1.7 Address of the respondents Table 4.7 Address data analysis Address of respondent Zone Frequency Percent Bangkok central zone 57 14.3 Bangkok southern zone 95 23.8 Bangkok northern zone 52 13.0 Bangkok eastern zone 52 13.0 Bangkok-Thonburi northern zone 37 9.3 Bangkok-Thonburi southern zone 24 6.0 Nonthaburi 23 5.8 Patumthani 22 5.5 Samutprakarn 19 4.8 Samutsakorn 5 1.3 Nakornpathom 14 3.5 Total 400 100.0

Table 4.7 shows that the address of the samples can be categorized as Bangkok central zone is 57 respondents or 14.3% , Bangkok southern zone is 95 respondents or 23.8%, Bangkok northern zone is 52 respondents or 13%, Bangkok eastern zone is 52 respondents or 13%, Bangkok-Thonburi northern zone is 37 respondents or 9.3%, Bangkok-Thonburi southern zone is 24 respondents or 6%, Nonthaburi is 23 respondents or 5.8%, Patumthani is 22 respondents or 5.5%,Samutprakarn is 19 respondents or 4.8%, Samutsakorn is 5 respondents or 1.3% and Nakornpathom.is 14 respondents or 3.5%.

4.1.8 Rank of the favorite shopping place(1 means that most preferred 5 means that least preferred) Table 4.8 The results of preference rankings on various shopping place

Frequencies Rankings Calculating Rank

Shopping Place 1st 2nd 3rd 4th 5th Rank Result Department store 175*1 94*2 71*3 36*4 24*5 840 1st

Discount store 48*1 138*2 100*3 97*4 17*5 1097 3rd Convenience store 136*1 95*2 103*3 46*4 20*5 919 2nd Community mall 28*1 54*2 94*3 155*4 69*5 1383 5th Traditional Market 13*1 19*2 32*3 66*4 270*5 1761 4th

Table.4.8 shows the result of preference ranking, the researcher ask customers to rank the ranking questions about the most often to visit shopping place (1 means that most preferred 5 means that least preferred). The researcher divide the mall into 6 shopping types which are department stores, discount stores, convenience stores, community mall and traditional market. The result shows that the customers most often visit is department stores, the second is convenience stores, the third is discount stores, while traditional markets and community malls are the fourth and fifth respectively.

4.1.9 The patronage’s percentage of the products and services of community malls Table 4.9 The result of the patronage product and service of community malls

Community mall's Total Percentage Product & Service

Instant foods 154 38.50%

Household appliances 172 43.00%

Home 's decoration 42 10.50%

Clothing 181 45.25%

Snack 120 30.00%

Restaurants 266 66.50%

Education service 18 4.50%

Beauty and Spa service 28 7.00%

Others 2 0.50%

Table 4.9 shows the result of patronage’s percentage of the products and services of community mall which the most patronage’s percentage is restaurants:66.5%, the second is clothing: 45.25%, the third is household appliances:43%, the forth is instant foods:38.5%, the fifth is snacks : 30%,the sixth is home’s decoration: 10.50%, the seventh is beauty and spa service:7%,the eighth is education service:4.5% and others (car wash): 0.50%

4.1.10 The Ranking percentage of the reason to use the service of community mall Table 4.10 The results of the percentage of the reason to use the service of community mall. Ranking Percentage of Preference Place 1 % 2 % 3 %

Good service 44 10.80% 20 5.00% 54 13.50%

Image 43 10.80% 43 10.80% 43 10.80%

Variety 80 20.00% 142 35.50% 89 24.00%

Convenience 149 37.30% 98 24.50% 75 18.80%

Atmosphere 84 21.00% 93 23.30% 120 30.00%

Advertising 0 0.00% 4 1.00% 18 4.50%

Others 1 0.30% 0 0.00% 1 0.30%

Table 4.10 shows the result of the percentage of the reason to use the service of community mall which the most preference that the respondents choose to be the first reason is convenience: 37.30%, atmosphere 21%, and variety 20% respectively.

Section 2: The analysis level of agreement of the sample on image, experiential marketing, service quality, customer satisfaction and customer Loyalty on community malls Table 4.11: The analysis level of agreement of Community mall customers’ satisfaction and customer loyalty on its related factors. Level of The image of community mall Mean S.D. agreement Beliefs The community mall is a famous shopping place 3.75 .769 Agree and trendy. You believe that product/service of community 3.51 .742 Agree mall are high quality You think that atmosphere, decoration and environment of community mall better than other 3.73 .919 Agree shopping place The community mall is an attractive place for you. 3.75 .872 Agree

Emotional feeling The community mall has clean image and their 3.87 .812 Agree staff dress properly The community mall is your favorite place to 3.69 .816 Agree shopping The community mall match with your lifestyle 3.77 .779 Agree

Behavioral intention You intention to buy product/service form this 3.73 .774 Agree community mall The community mall make you want to shopping and spend your free time with friend and family 3.66 .803 Agree more You will visit community mall regularly 3.59 .836 Agree

Level of The Experiential marketing of community mall Mean S.D. agreement Sensation experience The community mall give the new experience of 3.63 .765 Agree shopping to you Overall of community mall make you want to visit 3.84 .698 Agree there You feel impressed by the new experience from 3.71 .777 Agree community mall

Association experience You want to share your new experience from 3.68 .771 Agree community mall to others You always hear others talk about their experience 3.61 .824 Agree to visit community malls. The community mall is a favorite shopping of the 3.80 .827 Agree most people. Level of The Service Quality of community mall Mean S.D. agreement Tangibility The community mall has a modern service 3.69 .731 Agree equipment. The facilities and equipment of the community mall 3.71 .813 Agree are attractive for you The facilities and equipment of the community mall 3.77 .717 Agree are properly and safety. Reliability The community mall’s staff performs the service 3.66 .705 Agree right at the first time. The community mall’s staff shows a sincere interest 3.53 .759 Agree to solving customer problems. The community mall’s staff are able to give a 3.56 .796 Agree service to you on time.

Responsiveness

The community mall’s staff is willing to help 3.73 .765 Agree customers at all times. The community mall’s staff is able to tell customers 3.66 .749 Agree exactly when they will be. The community mall’s staff is able to provide 3.71 .786 Agree prompt services.

Assurance

The community mall’s staff is able to make you 3.58 .707 Agree trust. The community mall make you feel safe and 3.78 .717 Agree comfortable. The community mall’s staff are consistently 3.65 .767 Agree courteous with customers. The community mall’s staff are able to answer your 3.52 .801 Agree question clearly.

Empathy

The community mall’s staff is always able to serve 3.57 .729 Agree you when you need. The community mall’s staff has the customers' best 3.58 .741 Agree interests at heart. The community mall’s staff understands the specific 3.47 .748 Agree needs of their customers

Customer satisfaction on community mall

You always satisfy products/services of community 3.74 .685 Agree malls.

You enjoy spending your time at a community mall. 3.85 .713 Agree

The community mall has variety product/service 3.68 .787 Agree that you and your family needs.

Customer loyalty on community mall

You continue to buy products/services are offered 3.59 .799 Agree by the community mall. You will buy product/service are offered by 3.74 .718 Agree community mall in the near future. You always tell the good things about community 3.66 .795 Agree mall to others. You always recommended community malls to 3.61 .860 Agree others.

Table 4.11 shows the result of level of agreement on Community malls. The researcher asked the customers of community malls to give the feedback for the community mall in terms of all related factors that included image, experiential marketing, service quality, customer satisfaction and customer loyalty by choosing the provided scale questions that scale the satisfaction toward each related factors from 1(strongly disagree) to 5( strongly agree). Since using 5-point rating scale, the means 3.41-4.20 reveal that the agree level affecting customer satisfaction, customer loyalty and its related factors on community mall. Image was constituted with three dimensions are Beliefs, Emotional feeling and Behavioral intention in the questionnaire which consisted of 10 questions. The mean of all questions are between 3.41 - 4.20 show the agree level of image on customer satisfaction. The highest agree level of this factor is question No.1 of Emotional feeling shows mean = 3.87 and S.D =.812 and the lowest is question No.2 of Beliefs show mean = 3.51 and S.D = .742. Experiential marketing was constituted with two dimensions are Sensation experience and Association experience in the questionnaire. The mean of all question are between 3.41-4.20 show the agree level of experiential marketing on the customer satisfaction. The highest agree level of this factor is question No.2 of Sensation experience show mean = 3.84 and S.D = .698 and the lowest is question No.2 of Association experience show mean = 3.61 and S.D = .824. Service quality was constituted with five dimensions are Tangibility, Reliability, Responsiveness, Assurance and Empathy in the questionnaire. The mean of all question are between 3.41-4.20 show the agree level of service quality on the

customer satisfaction. The highest agree level of this factor is question No.2 of Assurance show mean = 3.78 and S.D =.717 and the lowest is question No.3 of Empathy show mean = 3.47 and S.D = .748. Customer satisfaction was constituted with three questions in the questionnaire. The mean of all question are between 3.41-4.20 show the agree level of customer satisfaction on community mall. The highest agree level of this factor is question No.2 show mean = 3.85 and S.D =.713 and the lowest is question No.1 of Empathy show mean = 3.74 and S.D = .685 Customer loyalty was constituted with four questions in the questionnaire. The mean of all question are between 3.41-4.20 show the agree level of customer loyalty on community mall. The highest agree level of this factor is question No.2 show mean = 3.74 and S.D =.718 and the lowest is question No.1 show mean = 3.59 and S.D = .799.

Section 3: The results of the relationship between image, experiential marketing, service quality, customer satisfaction and customer loyalty The following part is to show the hypotheses testing results in testing The Relationship between image, experiential marketing, service quality, customer satisfaction and customer loyalty of Community mall in Bangkok and Suburban area.

Hypothesis Testing

Hypothesis 1 H0 1.1 Image has no relation with customs satisfaction H1 1.1 Image has a positive relation on customs satisfaction

Table 4.12-14 shows the result of the relationship between image and customer satisfaction

Table 4.12: Model Summary analysis Model Summary

R Adjusted R Std. Error of R Square Square the Estimate

.645 .416 .411 .462

Table 4.13: ANOVA analysis ANOVAb Sum of Model df Mean Square F Sig. Squares Regression 60.154 3 20.051 93.907 .000 Residual 84.555 396 .214 Total 144.709 399

Table 4.14: Coefficients analysis Coefficientsa Unstandardized Standardized Coefficients Coefficients Model t Sig. Std. B Beta Error (Constant) 1.299 .150 8.636 .000 Beliefs .376 .048 .409 7.759 .000 Emotional feeling .158 .052 .175 3.040 .003 Behavioral .130 .047 .145 2.752 .006 intention

Table 4.12 Model Summary table shows R Square is 41.6% which means customer satisfaction on Community mall can be explained by image. But that the adjusted R square is 41.1%. The value of R-square and adjusted R-square are much

closer due to the number of observations is very large compared to the number of predictor. Table 4.13 shows ANOVA Table that p-value is less than 0.05. The null hypothesis can be rejected. Thus, there is a positive relationship between image and customer satisfaction. Table 4.14 shows coefficients of image has a positive relation on customer satisfaction in community malls because beliefs, emotional feeling and behavioral intention have the p-value less than 0.05. It means that image has a positive relation on customer satisfaction toward Community mall. From the coefficients table, the standardized coefficients column, comparing all related factors, the level of “beliefs is the highest which indicate that beliefs are the most important factor that has a positive relation on customer satisfaction toward community malls.

Satisfaction = 1.299+ .376XBeliefs+ .158XEmotional feeling+ .130XBehavioral intention

These estimates tell the amount of increase in Satisfaction that would be predicted by a 1 unit increase in the image.

Hypothesis 2

H0 2.1 Experiential marketing has no relation with customs satisfaction

H1 2.1 Experiential marketing has a positive relation on customs satisfaction

Table 4.15-17 shows the result of the relationship between experiential marketing and customer satisfaction

Table 4.15: Model Summary analysis Model Summary R Adjusted R Std. Error of R Square Square the Estimate .636 .404 .401 .466

Table 4.16: ANOVA analysis ANOVAb Sum of Model df Mean Square F Sig. Squares Regression 58.500 2 29.250 134.698 .000 Residual 86.209 397 .217 Total 144.709 399

Table 4.17: Coefficients analysis Coefficientsa Unstandardized Standardized Coefficients Coefficients Model t Sig. Std. B Beta Error (Constant) 1.335 .151 8.866 .000 Sensation .324 .048 .333 6.753 .000 experience Association .329 .044 .373 7.560 .000 experience

Table 4.15 Model Summary table shows the R Square is 40% means of customer satisfaction on Community mall can be explained by experiential marketing. However, the adjusted R square is 40.1% The value of R-square and adjusted R- square are much closer due to the number of observations is very large compared to the number of predictors.

Table 4.16 shows ANOVA Table that p-value is less than 0.05. The null hypothesis can be rejected. Thus, there is a positive relationship between experiential marketing and customer satisfaction. Table 4.17 shows the coefficients of experiential marketing has a positive relation on customer satisfaction in Community mall because sensation experience and association experience have the p-value is 0.000. It means that experiential marketing has a positive relation on customer satisfaction toward Community mall. From coefficients table, the standardized coefficients column, comparing all related factors, the level of “sensation experience similar to association experience which can be indicated that both of them are equally important factors that have a positive relation on customer satisfaction toward community malls.

Satisfaction = 1.335+ .324XSensation experience + .329XAssociation experience

These estimates tell the amount of increase in Satisfaction that would be predicted by a 1 unit increase in the experiential marketing.

Hypothesis 3 H0 3.1 Service quality has no relation with customs satisfaction H1 3.1 Service quality has a positive relation on customs satisfaction Table 4.18-20 shows the result of the relationship between service quality and customer satisfaction.

Table 4.18: Model Summary analysis Model Summary Adjusted Std. Error R R R of the Square Square Estimate .710 .504 .498 .427

Table 4.19: ANOVA analysis ANOVAb Sum of Mean Model df F Sig. Squares Square Regression 72.925 5 14.585 80.052 .000 Residual 71.784 394 .182 Total 144.709 399

Table 4.20: Coefficients analysis Coefficientsa Unstandardized Standardized Coefficients Coefficients Model t Sig. Std. B Beta Error (Constant) .898 .146 6.171 .000 Tangibility .314 .044 .347 7.215 .000 Reliability -.004 .057 -.005 -.075 .940 Responsiveness .144 .049 .162 2.955 .003 Assurance .157 .057 .162 2.752 .006 Empathy .170 .049 .176 3.466 .001

Table 4.18 Model Summary shows the R Square is 50.4% which means customer satisfaction on Community mall can be explained by service quality and the adjusted R square is 49.8%. Table 4.19 shows ANOVA Table that p-value is less than 0.05. The null hypothesis can be rejected. Thus, there is relationship between service quality and customer satisfaction. Table 4.20 shows the coefficients of service quality in four dimension (tangibility, responsiveness, assurance and empathy) have a positive relation on customer satisfaction in community mall because tangibility, responsiveness,

assurance and empathy have the p-value less than 0.05. It means that these four have a positive relation on customer satisfaction toward community malls. But reliability has negative relation due to its coefficients which is negative and p-value is also over than 0.05, so it means that reliability has negative relation with customer satisfaction toward Community mall. From coefficients table, the standardized coefficients column, comparing all related factors, the level of “tangibility” is the highest which indicates that tangibility is the most important factor that has a positive relation on customer satisfaction toward community malls.

Satisfaction = 0.898+ .314XTangibilty-.004XReliability+.144XResponsiveness+ .157XAssurance

+ .170XEmpathy

These estimates tell the amount of increase in satisfaction that would be predicted by a 1 unit increase in the service quality.

Hypothesis 4 H0 4.1 Customer satisfaction has no relation with customs loyalty H1 4.1 Customer satisfaction has a positive relation on customs loyalty Table 4.21-23 shows the result of the relationship between customer satisfaction and customer loyalty.

Table 4.21: Model Summary analysis Model Summary Adjusted Std. Error R R R of the Square Square Estimate .639 .409 .407 .498

Table 4.22 ANOVA analysis ANOVAb Sum of Mean Model df F Sig. Squares Square Regression 68.255 1 68.255 275.356 .000 Residual 98.656 398 .248 Total 166.911 399

Table 4.23 Coefficients analysis Coefficientsa Standardize Unstandardized d Coefficients Model Coefficients t Sig. Std. B Beta Error (Constant) 1.069 .157 6.788 .000 Customer .687 .041 .639 16.594 .000 satisfaction

Table 4.21 Model Summary table shows the R-squared is 40.9% of the variance in customer loyalty can be predicted from the variable satisfaction. But that the adjusted R square is 40.7%. The value of R-square and adjusted R-square are much closer due to the number of observations which is very large compared to the number of predictors. Table 4.22 ANOVA analysis shows that p-value is less than 0.05. The null hypothesis can be rejected. Thus, there is a positive significant relationship between customer satisfaction and customer loyalty. Table 4.23 shows the t-test result for customer satisfaction which are equals to 16.594, and is statistically significant, meaning that the regression coefficient for customer satisfaction is significantly different from zero.

Customer Loyalty = 1.069 + .687Xcustomer satisfaction

The coefficient for customer satisfaction is .687, meaning that for a one unit increase in customer satisfaction; would expect a .687 unit increase in customer loyalty. The constant is 1.069, and this is the predicted value when satisfaction equals zero.

Section 4: Summary of hypothesis testing result From table 4.12 to 4.23, the researcher can summarize the result of hypothesis testing as following:

Table 4.24 Summary of hypothesis testing result of image, experiential marketing, service quality, customer satisfaction and customer loyalty on community mall in Bangkok and Suburban area by using statistical analysis.

Hypothesis Description of Ho Sig.(2tailed) Result

Image has no relation with customs 1 0.00 Reject Ho satisfaction

Experiential marketing has no 2 0.00 Reject Ho relation with customs satisfaction

Service quality has no relation with 3 0.00 Reject Ho customs satisfaction

Customer satisfaction has no relation 4 0.00 Reject Ho with customs loyalty

CHAPTER 5

CONCLUSION AND DISSCUSTION

The results reported in Chapter 4 are discussed in greater detail in Chapter 5. The chapter is presented in four sections: Section 1: Conclusion Section 2: Discussion Section 3: Implication for Business Section 4: Limitations & Further Research

Section 1: Conclusion Age – According to the table 4.1 shows the number of samples age between 15-25 years old is 145 or 36.3%, age between 26-35 years old is 149 or 37.3%, age between 36-45 years old is 47 or 11.8%, age between 46-55 years old is 37 or 9.3% and age between 56-65 years old is 22 or 5.5%.

Gender – According the table 4, it shows that the number of samples is 160 male respondents or 40%, and 240 female respondents or 60 %.

Marital status – According the table 4.3, it shows that the number of single status is 289 respondents or 72.3%, Married status is 104 respondents or 26 % and Divorce status is 7 respondents or 1.8%

Education – According the table 4.4, it shows that the education levels of the samples can be categorized as Lower than Bachelor’s degree, Bachelor’s degree, higher than Bachelor degree, The numbers of each category are 95 or 23.8%, 243 or 60.8% and 62 or 15.5% respectively.

Occupation – According the table 4.5, it shows that the occupation of the samples can be categorized as business owner, government’s employees, company’s employees, students and others. The numbers of each category are 92 or 23 %, 27 or 6.8%, 181 or 45.3%, 94 or 23.5% and 6 or 1.5% respectively.

Income – According the table 4.6 shows that the monthly income of the samples can be categorized as less than Bht 20.000, Bht 20,001-30,000, Bht 30,001- 40,000 , Bht 40,001-50,000 and more than Bht 50,000. The numbers of each category are 171 or 42.8%, 83 or 20.8%, 67 or 16.8.%, 34 or 8.5% and 45 or 11.3% respectively.

Address – According the table 4.7 shows that the Address of the samples can be categorized as Bangkok central zone which has 57 respondents constituted 14.3%, Bangkok southern zone has 95 respondents constituted 23.8%, Bangkok northern zone is 52 respondents or 13%, Bangkok eastern zone has 52 respondents constituted

13%, Bangkok-Thonburi northern zone has 37 respondents constituted 9.3%, Bangkok-Thonburi southern zone has 24 respondents accounted for 6%, Nonthaburi hais 23 respondents accounted for 5.8%, Patumthani has 22 respondents accounted for 5.5%,Samutprakarn has 19 respondents accounted for 4.8%, Samutsakorn has 5 respondents accounted for 1.3% and Nakornpathom has 14 respondents accounted for 3.5%.

Rank of the sampling’s favorite shopping place According to the table 4.8 shows that the customers most often visit is the department store , the second is Convenience store, the third is discount store, While Traditional market and Community mall are the fourth and fifth respectively

The Patronage’s percentage of the product and service of community mall According the table 4.9, it shows the result of patronage’s percentage of the product and service of community mall which the most patronage’s percentage is restaurants: 66.5%, the second is clothing: 45.25%, the third is household appliances: 43%, the forth is instant foods: 38.5%, the fifth is snack: 30%,the sixth is home’s decoration: 10.50%, the seventh is beauty and spa service: 7%, the eighth is the education service: 4.5% and others (car wash): 0.50%

The Ranking percentage of the reason to use the service of community mall According the table 4.10, it shows the result of the percentage of the reason to use the service of community mall which the most preferable by the respondents, and they choose to be the first reasons to shop at a community mall. Those reasons are convenience: 37.30%, atmosphere: 21%, and variety: 20% respectively.

The analysis level of agreement of the sample on image, experiential marketing, service quality, customer satisfaction and customer loyalty on community mall The results of level of agreement on Community mall. The researcher ask the customers of community mall to give the feedback for the Community mall in terms of all related factors that included image, experiential marketing, service quality, customer satisfaction and customer loyalty by choosing the provided scale questions that scale the satisfaction toward each related factors from 1 (strongly disagree) to 5 (strongly agree).

According to the 5-point rating scale, the means 3.41-4.20 reveal that the agree level affects customer satisfaction, customer loyalty and its related factor on community mall. Image was constituted with three dimensions are beliefs, emotional feeling and behavioral intention in the questionnaire which consisted of 10 questions. The mean of all questions are between 3.41 - 4.20 that shows the agree level of image on customer satisfaction. The highest agree level of this factor is question No.1 related to emotional feeling showing mean = 3.87 and S.D =.812 and the lowest is question No.2 related to beliefs showing mean = 3.51 and S.D = .742. Experiential marketing was constituted with two dimensions are sensation experience and association experience in the questionnaire. The mean of all question are between 3.41-4.20 show the agree level of experiential marketing on the customer satisfaction. The highest agree level of this factor is question No.2 of Sensation experience show mean = 3.84 and S.D = .698 and the lowest is question No.2 of Association experience shows mean = 3.61 and S.D = .824. Service quality was constituted with five dimensions are tangibility, reliability, responsiveness, assurance and empathy in the questionnaire. The mean of all question are between 3.41-4.20 which shows the agree level of service quality on the customer satisfaction. The highest agree level of this factor is question No.2 of assurance that shows mean = 3.78 and S.D =.717 and the lowest is question No.3 of empathy that shows mean = 3.47 and S.D = .748. Customer satisfaction was constituted with three questions in the questionnaire. The mean of all question are between 3.41-4.20 that shows the agree level of customer satisfaction on community mall. The highest agree level of this factor is question No.2 that shows mean = 3.85 and S.D =.713 and the lowest number is question No.1 that shows mean = 3.74 and S.D = .685 Customer loyalty was constituted with four questions in the questionnaire. The mean of all question are between 3.41-4.20. It shows the agree level of customer loyalty on community mall. The highest agree level of this factor is question No.2 show mean = 3.74 and S.D =.718 and the lowest is question No.1 show mean = 3.59 and S.D = .799.

Section 2: Discussion The relationship between image and customer satisfaction The image consists of three factors: beliefs, emotional feeling and behavioral intention. The study found that the customer satisfaction depend on image as shown in table 4.12-4.14, the R-square value (0.416) indicates that image has a positive relation on customer satisfaction which conform to the literature review in the chapter 2 that “ Regarding, De Pelsmacker et. al. (2000) by managing image, corporate communication may help shaping beliefs, emotional feelings and behavioral intentions and all of these three components of attitude may affect satisfaction level, image may affect satisfaction by increasing perceptions and also may increase satisfaction with its psychological impact.” Moreover, the image is the second important factor that influencing on customer satisfaction on community mall which ranking by the R-square value.

The relationship between experiential marketing and customer satisfaction The experiential marketing comprising of two factors: sensation experience and association experience. This research found that customer satisfaction on community mall depending on experiential marketing as shown in table 4.15-4.17, the R-square value(0.404) can be identified that experiential marketing has a significantly positive effect on customer satisfaction which conform to the literature review in the chapter 2 that Petrick et. al. (2001) explained that companies can change the experience when consumers are using products or service to make them reach the highest satisfaction.” Furthermore, The experiential marketing is the least degree of perception of community mall’s customers to predict the customer satisfaction which indicated by value of R-square.

The relationship between service quality and customer satisfaction The service quality consists of five factors: tangibility, reliability, responsiveness, assurance and empathy. The study found that customer satisfaction on community mall depends on service quality as shown in table 4.18-4.20, the R-square value (0.504) reveals that service quality has a positive effect on customer satisfaction which conform to the literature review in the chapter 2 that “The relationship between service quality and consumer satisfaction in the formation of consumer purchase

intentions, and the primary focus of the current research, has also received increased attention in the emerging literature. Cronin and Taylor’s (1992) structure equation model provides evidence that service quality is a subordinate construct to consumer satisfaction judgments.” From coefficients table, the standardized coefficients column shows the reliability that has a negative relation due to its coefficients being negative and p- value is also over than 0.05. It means that the reliability has a negative relation with customer satisfaction toward community malls. Thus, regarding this results, it reveals that most of community mall’s customers have negative attitude to community malls in the aspects of reliability. According multi-regression analysis, the negative coefficient shows that the customers have lower confidence and trust towards the products and the quality of services at community malls, compared to the confidence and trust towards other more malls where they regularly shop, use the services and have been familiarized for a longer time.

The relationship between customer satisfaction and customer loyalty This research found that customer loyalty on community mall in Bangkok and suburban area is dependent on customer satisfaction as shown in table 4.21-4.23, the R-square value (0.409) that customer satisfaction has significantly positive effect on customer loyalty which conform to the literature review in the chapter 2 that “Kim, W.G et. al. (2006) proposed that satisfied customers exhibit loyalty and provide positive word-of-mouth. Thus, customer satisfaction is the antecedent of customer loyalty and cause positive influence on loyalty (Zeithaml and Bitner, 1996; Hu, et. al 2009).”

Section 3: Implication for Business At the present, there are 86 community malls in Bangkok and suburban areas and also almost 30 locations are under constructions which are expected to open in the near future. The community malls are located widely in every zone of Bangkok and all provinces of suburban area to serve the growth of demand in every area. According to the finding of this research, the most of community mall’s customers are the people whose age are between 15-35 years. Most of them are female, majority are single status who have income less than Bht 20,000 to 30,000,

this group of customer also have most frequencies and patronage community mall as well. Moreover, the customers come to community mall to use the service of 1st restaurant, 2nd clothing, 3rd household appliances, 4th instant foods and 5th snack. In addition, the reasons to visit community mall are 1st convenience, 2nd atmosphere, and 3rd variety. Furthermore, The result of hypothesis shows that the most important factor that influencing on customer satisfaction in the factor of image is beliefs , both of dimension of experiential marketing (sensation experience and association experience) are equally important to customer satisfaction and tangibility is the most influencing dimension of service quality toward customer satisfaction. This research found that tangibility is the one of dimension in service quality factor has negative relation with customer satisfaction. Therefore, The community mall operators should increase the magnet in terms of beliefs, sensation experience, association experience and tangibility such as an increase of advertising and campaign to make customer believe in community malls and build a good and attractive image of community mall as well, the community mall operators should make better new content or decoration and add some new story to attract customer who love to feel the new experience when use service of community mall and make a tangibility of service quality such as increase facilities and equipment that can make customer have more convenience when they use community mall’s service. Furthermore, community mall operator should keep and develop their strength reason that customer choose to visit which are convenience, atmosphere and variety, in order to gain more market share from other retail business. However, The study found that the reliability is the weakness of satisfaction on community mall so the community mall operator should quickly improve this point to gain more credibility from customers. In addition, the study also found that the customer satisfaction has high influence on customer loyalty, so the community mall operators should improve the above factors that also influence to customer satisfaction so that the customers become loyal to the community mall services in the future. In terms of frequency to visit the community mall, is number it is ranked as the 5th among all shopping places but the researcher believes that it will increase in the near future due to trends of customers expected to change gradually and because the

result of this research shows that the biggest group of customer of community mall is the generation Y and generation M which they will have the highest purchasing power in the near future.

Section 4: Limitations & Further research Limitations 1. The list of community mall does not have any update the information of the total of community mall and locations, therefore the researcher has to find information from many source such as the ministry of commerce, many websites and surveys to completed an updated data. 2. The questionnaire is quite substantial. Therefore, the sampling group had to take their time to fill out the questionnaire. Sometimes, if the respondents were in a hurry, the answers may not correspond to their feelings.

Further research 1. This research is focusing on community mall customers in the Bangkok and Suburban area. Therefore, further research should investigate more about the big city in other regions such as Chiangmai, Udonthani and Phuket in order to gain insights into community mall’s customer behaviors. 2. This research took about 1 month to distribute questionnaire s which with only a one time visit in some locations. For the next research study, it is recommended that researcher take more time to distribute questionnaire and increase the frequency of community mall visits to gain more variety of responses from many groups of community mall’s customers in the different period of time, which should provide more accuracy results. 3. This research study focuses on the perception of community mall’ s customer by the sampling the largest group of clients aged between 15-65 years old. For the next research study, it is recommended that researcher investigate only the main customers of community mall whose age are between 15-35 years old, which should provide clearly result about customers’ preferences and would yield more significant outcomes. 4.

REFERENCES

Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes 50, 179-211 (1991) University of Massachusetts at Amherst

Anderson, E. W., Fornell, C. & Lehmann, D. R. (1994) Customer satisfaction, market share and profitability: findings from Sweden, Journal of Marketing, 58(2), 112–122.

Anderson, R. E., and Srinivasan, S. S. (2003). E-Satisfaction and E-Loyalty: A Contingency Framework. Psychology and Marketing, 20(2), 122–138.

Arpita Khare, (2013) Retail Service Quality in Small Retail Sector: The Indian Experience, Facilities, Vol. 31 Iss: 5/6

Barbara Stern, George M. Zinkhan, Anupam Jaju (2001):Marketing images Construct definition, measurement issues, and theory development

Bhattacherjee, A. 2001(a). Understanding information systems continuance: An expectation confirmation model. MIS Quart. 25(3) 351-370.

Bhattacherjee, A. 2001(b). An empirical analysis of the antecedents of electronic commerce service continuance. Decision Support Systems 32 201-214.

Bhattacherjee, A., G. Premkumar. 2004. Understanding changes in belief and attitude toward information technology usage: A theoretical model and longitudinal test. MIS Quart. 28(2) 351-370.

Bitner, M.J. (1990), Evaluating service encounters: the effects of physical surrounding and employee responses. Journal of Marketing, Vol.54, April, 69-82.

Chaudhuri, A., and Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2),81-93.

Chun, R., 2005. Corporate Reputation: Meaning and Measurement, International Journal of Management Reviews, 7 (2), 91–109

Cochran, W.G. 1953. Sampling Techniques. Experimental Designs, New York.

Colliers International Thailand Research (Bangkok retail market report : Q1,2012)

Colliers International Thailand Research (Bangkok retail market report : Q2,2012)

Cronbach, L. J.1951, Coefficient alpha and the internal structure of tests.

Psychometrika. vol. 16(3): 297-334

Cronin J. Joseph, Jr. and Steven A. Taylor (1992), Measuring Service Quality: A Reexamination and Extension, Journal of Marketing, 56 (July), 55-68.

De Pelsmacker, P., Geuns, M., and Van Den Bergh, J., 2000. Marketing Communications, Pearson Education, London

Eagly AH and Chaiken S (1993) The Psychology of Attitudes. Fort Worth, TX:Harcourt Brace Jovanovich.

Eugene Sivadas, Jamie L. Baker-Prewitt, (2000) An examination of the relationship between service quality, customer satisfaction, and store loyalty, International Journal of Retail & Distribution Management,Vol. 28 Iss: 2,73– 82

Eyup Akın and Yavuz Demirel (2011) An Empirical Study: Are Corporate Image Relation Satisfaction and Identification with Corporate Influential Factors on Effectiveness of Corporate Communication and Consumer Retention European Journal of Social Sciences – Volume 23, Number 1(2011)

Fodor, Jerry A. (1981) Imagistic Representation’, in Ned Block (ed.) Imagery, 63–86 Cambridge: MIT Press

Fornell, C. (1992), A national customer satisfaction barometer: the Swedish experience, Journal of Marketing, Vol. 56, January, 6-21.

Fortezza, F.; Pencarelli, T. 2011. Experience marketing: specific features and trends. The Wish Days case study, Journal of Marketing Trends 1(6): 57–69. ISBN 978-2-9532811-0-2.

GDP in 2011 from http://www.bot.or.th

Gremler, D.D., Brown, S.W., Bitner, M.J. and Parasuraman, A. (2001), Customer loyalty and satisfaction: what resonates in service context?, available at: http://www.gremler.net

Gronholdt, L., Martensen, A., and Kristensen, K. (2000). The relationship between Customer Satisfaction and Loyalty: Cross-Industry differences. Total Quality Management , 11(4-6), 509-514.

Gronroos, C,(1984), A service quality model and its market implications, European Journal of Marketing, Vol.18 No.4, 36-44.

Hanna, N., & Wozniak, R. (2001). Consumer behavior an applied approach. Prentice Hall.

Hsu, M. H., C. M. Chiu, T. L. Ju. 2004. Determinants of continued use of the http://www: Anintegration of two theoretical models. Industrial Management & Data Systems 104(9) 766-775.

Hu, H. H., Kandampullyb, J., and Juwaheer, T. D.(2009). Relationships and impacts of service quality, perceived value, customer satisfaction, and image: an empirical study. The Service Industries Journal, 29(2), 111-125.

Hu, K. C., Lu, M. Y., and Huang, M. C. (2010). The Effects of Service Quality, Innovation Capability, and Corporate Image of Air Cargo Terminals on Customer Satisfaction and Loyalty. International Journal of Commerce and Strategy, 2(1), 37-54

Ivan-Damir Aniæ and Sonja Radas.,(2006) The Role of Satisfaction and Demographic Factors in Building Store Loyalty - Hypermarket Case Study in Croatia - Research associate, The Institute of Economics, Zagreb.

Jacoby, J. and Chestnut, R.W., 1978, Brand Loyalty: Meas~~remeanntd Management (John Wiley & Sons, New York).

Julie Baker , A. Parasuraman, Dhruv Grewal, and Glenn Voss (2002), The Influence of Multiple Store Environment Cues on Perceived Merchandise Value and Store Patronage Intentions, Journal of Marketing, 66 (April), 120-141.

Khalifa, Mohamed, and Liu, Vanessa (2002). Satisfaction with Internet-Based Services: the Role of Expectations and Desires. International Journal of Electronic Commerce, Vol. 7, No. 2, 31-50.

Khalifa, Mohamed, and Liu, Vanessa (2003). Determinants of Satisfaction at Different Adoption Stages of Internet-Based Services. Journal of the Association for Information Systems, Vol. 4, No. 5, 206-232.

Kim, W.G., Lee, Y.K., & Yoo, Y.J. (2006). Predictors of relationship quality and relationship outcomes in luxury restaurants. Journal of Hospitality & Tourism Research, 30(2), 143–169.

Kim, Y.-K. (2001), Experiential retailing: an interdisciplinary approach to success in domestic and international retailing, Journal of Retailing and Consumer Services, Vol. 8 No. 5, 287-9.

Kotler, P. (2003). Marketing management (7th ed.). New Jersey: Prentice Hall.

Kotler, P. and Keller K. L., 2006. Marketing Management, 12th. Ed., Pearson Prentice Hall, New Jersey

Lehtinen,U,and Lehtinen, J.R.(1982), Service quality – a study of dimensions, unpublished working paper, Service Management Institute, Helsinki, 439-60

Leppiman, A.; Same, S. 2011. Experience marketing: conceptual insights and the difference from experi-ential marketing, in Prause, G., Venesaar, U. (Eds.) Regional Business and Socio-Economic Develop-ment 5: University-Business Cooperation, Berliner Wissenschafts-Verlag, 240–258.

Levy, S.J. and Glick, I.O. (1973), Imagery and Symbolism, Marketing Manager’s Handbook, Steward H. Britt, Editor (Chicago, II. : Dartnell).

Lewis,R.C. and Booms, B.H. (1983), The marketing aspects of service quality, in Berry,L.,L., Shostack, G. and Upah, G.(Eds), Emerging Perspectives in Service Marketing. American Marketing Association, Chicago,II., 99-107

Liao. H., & Chuang, A. (2004). A multilevel investigation of factors influencing employee service performance and customer outcomes. Academy of Management Journal, 47, 41-58.

Likert, Rensis.1932. A Technique for the Measurement of Attitudes. Archives of Psychology. 1-55

Lin, Y. C., Lin, H. C., and Lee, Y. C. (2007). The Study of the Relationship among Experiential Marketing, Customer Satisfaction and Customer Loyalty. Journal of Customer Satisfaction, 3(2), 57-94.

MacInnis, Deborah J. and Price, Linda L. (1987) The Role of Imagery in Information Processing: Review and Extensions, Journal of Consumer Research 13 (March):473–91.

Macintosh, G. and Lockshin, L. (1997), Retail relationships and store loyalty: a multi-level perspective, International Journal of Research in Marketing, Vol. 14, 487-97.

Marshall, R., & Keller, K. L. (1999). Measuring brand power: Validating model for optimizing brand equity. The Journal of Product and Brand Management, 8(3), 170–184. Michael Chih-Hung Wang, Megha Jain, Julian Ming-Sung Cheng, George Kyaw- Myo Aung, (2012) The purchasing impact of fan identification and sports sponsorship, Marketing Intelligence & Planning, Vol. 30 Iss: 5, 553 - 566

Ming-Shing Lee , Huey-Der Hsiao and Ming-Fen Yang(2005 ) The Study of the Relationships among experiential marketing, service quality, customer satisfaction and customer loyalty.

Mohr,L.B. (1982), Explaining Organizational Behavior, Jossey-Bass, San Francisco,CA.

Oliver, R.I,. and Swan.J.E.. (1989) Consumer perception of interpersonal equity and satisfaction in transaction: A field survey approach: Journal of Marketing 53: 21-35.

Oliver, Richard L. (1977), Effect of Expectation and Disconfirmation on Postexposure Product Evaluations: An Alternative Interpretation, Journal of Applied Psychology, 62 (August), 480-486.

Oliver, Richard L. (1980), A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions, Journal of Marketing Research, 17 (November), 460-469.

Parasuraman, A., Zeithaml, V.A. and Berry, L.,L., (1985), A conceptual model of service quality and its implication for future research, Journal of Marketing, Vol.49, April, 41-50.

Parasuraman, A., Zeithaml, V.A. and Berry, L.,L., (1988), SERVQUAL; a multiple-item scale for measuring consumer perceptions of service quality, Journal of Reatailing , Vol.64 No.1, spring, 12-40.

Parasuraman, A., Zeithaml, V.A. and Berry, L.,L., (1994), Alternative scales for measuring service quality: a comparative assessment based on psychometric and diagnostic criteria, Journal of Retailing, Vol.70 No.3, 201-30.

Patterson, Paul G. and Richard A. Spreng (1997), Modeling the Relationship Between Perceived Value, Satisfaction and Repurchase Intentions in a Business-to-Business, Services Context: An EmpiricalExamination, International Journal of Service Industry Management, 8 (5), 414-434.

Perttula, J. 2007. Elämysten merkitys ihmiselämässä, in Karppinen, S.; Latomaa, T. (Eds.) Seikkaillen elämyksiä. Adventure experiences, Lapland Uni-versity Press, 53–74.

Petrick, J. F. Morais, D. D., and Norman, W. C. (2001). An examination of the determinants of entertainment vacationers’ intention to revisit. Journal of Travel Research, 40(August), 41–48

Philip Kotler and Sidney J. Levy, Broadening the concept of Market, Journal of market, January 1969

Pine, J.B. and Gilmore, J.H. (1998), Welcome to the experience economy, Harvard Business Review, Vol. 76 No. 4, 97-105.

Piotr, Z. (2004). Technical Analysis as the Representation of Typical Cognitive Biases. International Review of Financial Analysis, 13(2), 217-225.

Reichheld, F.F. (1993), Loyalty-based management'', Harvard Business Review, Vol. 71, March-April, 64-73.

Reynolds, Kristy E. and Sharon E. Beatty (1999), Customer Benefits and Company Consequences of Customer-Salesperson Relationships in Retailing, Journal of Retailing, 75 (1), 11–32.

Schmitt, B. (2001). Build your own garage: Blueprints and tools to unleash your company’s hidden creativity. The Free Press

Schmitt, B. 1999a. Experiential marketing: How to get customers to sense, feel, think , act and relate to your company and brands.The Free Press, New York, USA.

Schmitt, B. H. (1999). Experiential Marketing. Journal of Marketing Management, 15(1), 53-67.

Siam Future development Co., Ltd http://www.siamfuture.com

Siiri Same1, Jorma Larimo2 (2012) Marketing Theory: Experience Marketing and Experiential Marketing, 7th International Scientific Conference Business and Management 2012, May 10-11, 2012, Vilnius, Lithuania.

Spreng, Richard A. and Thomas J. Page, Jr. (2003), A Test of Alternative Measures of Disconfirmation, Decision Sciences,Volume 34, Number 1 (Winter).

Susarla, A., A. Barua, A. B. Whinston. 2003. Understanding the service component of application service provision: An empirical analysis of satisfaction with ASP services. MIS Quart. 27(1) 91-123.

Tars-sanen, S.; Kylänen, M. 2007. A Theoretical Model for Producing Experiences – A Touristic Perspec-tive, in Kylänen, M. (Ed.) Articles on Experiences 2, Lapland University Press, 134–154. ISBN 978-952-5585-37-9.

Taylor, S.A. and Baker, T.L. (1994), An assessment of the relationship between service quality and customer satisfaction in the formation of consumers’ purchase intentions, Journal of Retailing, Vol. 70 No. 2, 163-79.

The Commerce Office of Economic Ministry (2004). Customer Satisfaction Survey by Trade. The Ministry of Economic, Taipei.

Ting Chi; Kilduff, Peter P.D.Journal of Retailing and Consumer Services vol. 18 issue 5 September, 2011. 422-429

Tse, D.K. and Wilton, P.C. (1988), Models of consumer satisfaction formation: an extension; Journal of Marketing Research, Vol.XVII, November, 460-9

Williams, A. (2006), Tourism and hospitality marketing: fantasy, feeling and fun, International Journal of Contemporary Hospitality Management, Vol. 18 No. 6, 482-95.

Yi, Y. (1990). A critical review of consumer satisfaction. Review of Marketing 1990, American Marketing Association, Chicago, IL.

Yongju Jeong, Yongsung Lee, (2010) A study on the customer satisfaction and customer loyalty of furniture purchaser in on-line shop, Asian Journal on Quality, Vol. 11 Iss: 2, 146 - 156

Zeithaml, V. A., and Bitner, M. J. (1996). Service marketing. New York: McGraw-Hill.

Zikmund, W.G. (2003) Business Research Methods, (7th edn), Thompson South- Western: Ohio

APPENDICES

APPENDIX 1 Questionnaire Community mall survey

Dear Community mall customer, My name is Yuda Lasorn. I am studying in International Business Administration at the University of the Thai Chamber of Commerce. I am conducting a research to fulfill my MBA degree. I would like to get some information about general characteristics and how you perceived Community mall. I would be very grateful if you fill in the questionnaire in order to complete the research process. Could you please fill (X) in this entire questionnaire.

Part 1: Demographics

1. Gender: □ Male □ Female

□ Single □ Married 2. Marital status: □ Divorce

□ 15-25 years □ 26-35 years

3. Age: □ 36-45 years □ 46-55 years

□ 56-65 years □ Government’s □ Business owner employee 4.Occupation: □ Company’s employee □ Student

□ Other

□ Less than Bht 20,000 □ Bht 20,001-30,000

5.Monthly Income: □ Bht 30,001-40,000 □ Bht 40,001-50,000 □ Higher than

Bht 50,000 □ Under Graduate □ Bachelor’s degree 6.Education □ Higher than Bachelor’s degree

7.Where do you live? (Please mention name of 1-50 district of Bangkok or name of province in suburban area.(Samutprakarn,Samutsakorn,Nonthaburi,Patumthani and Nakornpathom)………………………………………………………………….

□ Department store(Ex. □ Discount store (Ex. Central, The mall, Tesco Lotus and Big Robinson) C )

8.Please rank the shopping that □ Convenience □ Community mall (as you usually to visit. (1 mean most store(Ex. Seven Eleven same as you visit visit, 5 mean least visit ) and Family mart) now)

□ Traditional market □ Other

□ Good service □ Good image 9.What is the reason that why you choose to buy from community □ Variety □ convenience mall? Plaese rank from 1-3 (1 mean most preferred, 3 mean □ Good atmosphere □ Good advertising least preferred) □ Other

□ More one times per □ Once a week week □ One times per many 10.Frequency to visit community □ Once a month month

□ Other

□ 8:00-10:00 □ 10:01-12:00

11.Mostly, When you visit □ 12:01-14:00 □ 14:01-16:00 community mall? □ 16:01-18:00 □ 18:01-22:00

□ Weekend

□ Less than Bht 500 □ Bht 501-1,500 12.How much money you spend □ Bht 1,501-2,500 □ Bht 2,501-3,000 per times to visit community mall? □ More than Bht 3,000

□ Friend □ Family 13.Mostly, Who go to visit □ Boy/Girl Friend □ Co-Worker community mall with you? □ Customer/Partner □ Other

14.How many hour you spend at □ Less than 1 hour □ 1 hours community mall? □ 2-3 hours □ More than 3 hours

□ Instant foods □ Home appliance

□ Home decoration □ Clothing 15. The product that you often shopping from Community mall □ Snack □ Restaurants (you can choose more that 1 □ Beauty and Spa choice) □ Education service service □ Other

Part 2 : The image of community mall

Please check the number best describes your perception of the value equity drivers with the following statement. (1) Strongly disagree (2) Disagree (3) Neutral (4) Agree (5) Strongly agree.

No. Beliefs 5 4 3 2 1 The community mall is a famous shopping place 16 and trendy. You believe that product/service of community 17 mall are high quality, You think that atmosphere, decoration and 18 environment of community mall better than other shopping place. 19 The community mall is an attractive place for you.

No. Emotional feeling 5 4 3 2 1 The community mall has clean image and their 20 staff dress properly. The community mall is your favorite place to 21 shopping. 22 The community mall matches with your lifestyle.

Part 2 : The image of community mall (continued)

No. Behavioral intention 5 4 3 2 1

You intention to buy product/service form this 23 community mall. The community mall makes you want to shopping 24 and spend your free time with friend and family more.

25 You will visit a community mall regularly.

Part 3: Experiential Marketing

No. Sensation experience 5 4 3 2 1 The community mall give the new experience of 26 shopping to you. Overall of community mall make you want to visit 27 there. You feel impressed by the new experience from 28 community mall. No. Association experience 5 4 3 2 1 You want to share your new experience from 29 community mall to others. You always hear others talk about their experience 30 to visit community malls. The community mall is a favorite shopping of the 31 most people.

Part: 4 Service Quality

No. Tangibility 5 4 3 2 1 The community mall has a modern service 32 equipment. The facilities and equipment of the community 33 mall are attractive for you. The facilities and equipment of the community 34 mall are properly and safety.

Part: 4 Service Quality (continued)

No. Reliability 5 4 3 2 1

The community mall’s staff performs the service 35 right at the first time. The community mall’s staff shows a sincere 36 interest to solving customer problems. The community mall’s staff are able to give a 37 service to you on time. No. Responsiveness 5 4 3 2 1 The community mall’s staff is willing to help 38 customers at all times. The community mall’s staff is able to tell 39 customers exactly when they will be. The community mall’s staff is able to provide 40 prompt services.

No. Assurance 5 4 3 2 1 The community mall’s staff is able to make you 41 trust. The community malls make you feel safe and 42 comfortable. The community mall’s staff are consistently 43 courteous with customers. The community mall’s staff are able to answer 44 your question clearly. No. Empathy 5 4 3 2 1 The community mall’s staff is always able to serve 45 you when you needs. The community mall’s staff has the customers' best 46 interests at heart. The community mall’s staff understands the 47 specific needs of their customers.

Part 5: Customer Satisfaction and Customer Satisfaction

No. Customer satisfaction 5 4 3 2 1

You always satisfy products/services of community 48 malls. You enjoy spending your time at a community 49 mall. The community mall has variety products/services 50 that you and your family need.

No. Customer loyalty 5 4 3 2 1

You continue to buy product/service are offered by 51 the community mall. You will buy product/service are offered by 52 community mall in the near future. You always tell the good things about community 53 mall to others. You always recommended community mall to 54 others.

Thank you for your time and cooperation

APPENDIX 2

The list of community mall in each district and province of suburban area. 1 Phra Nakhon District - Not found 2 Dusit Ditstrict ( 1 Place) - Asawann Community Mall (Samsen, Bangkok ) 935/12 Samsen Road, Thanon Nakorn Chai Sri, Dusit, Bangkok 10300 3 Nhongchok District - Not found

4 Bangrak District - Not found 5 Bangkhen District (2 place) - The Platinum Place Watcharaphol 21, 21/1 , 21/2 Watcharapol Rd. Tha-Langm, Bnagkhen Bangkok 10230 - Neightbour Center Watcharapol Rd.Tha-Langn, Bnagkhen Bangkok 10230 6 Bang Kapi District (1 Place) - CDC Crystal Design Center Eakamai – Ramintra Rd., Klong chan , Bang kapi Bangkok 7 Pathumwan District (1 Place) - The Portico Langsuan 31 oi.Langsuan Ploanjit Rd. , Lumpini Pathumwan Bangkok 10330 8 Pomprapsudtrupai District - Not found 9 Phrakanhong District (2 Place) - Piyarom Place Sukhumvit Rd, Bang Chak, Phra Khanong, Bangkok, 10260 - @Park Sukhumvit 101/1 Sukhumvit 101/1 Rd. Soi.Watchiratham 46 , Bangchak , Prakhanong Bangkok 10260

10 Minburi District - Not found 11 Lat Krabang District (1 Place) - The Paseo 318-318/1-3 Lat Krabang , Lat Krabang Bangkok 10520 12 Yannawa District (3 place) - Market Place Thungmahamek 27 Nanglinchee Rd. Chongnonsi , Yannawa Bangkok 10120 - Experience mall- Monopoly Park 59/27 Industrial ring road chong-nonsi Yannawa bkk 10120 - INT Intersect 946 ma 3 Road, Bangpongpang, Yannawa, Bangkok 10120 13 Samphanthawong District - Not found 14 Phayathai District (1 Place) - La Villa Phaholyothin Phaholyothin Rd. Samsen nai, Bangkok 10400 15 Thonburi District(1 Place) - Royal Garden Plaza Charoennakorn Charoennakorn Rd. Bukkhalo Thonburi , Bangkok 16 Bangkok Yai District - Not found 17 Huaykwang District (1 Place) - Park Plaza Mengjai Soi.Suwanmanee , Pracha u-tid Rd. Samsennok , Huaykwang Bangkok 10310 18 Klongsan District (1 Place) - Vue Lifestyle Community Mall 110 i Charoeanakorn 13,Charoeanakorn Road Klongtonsai, Klongsan, Bangkok 10600 19 Talhing-chan District (1 Place) - The Circle Ratchapruk 39 atchaphruek Rd. , Bang Ramad, Talhing-Chan Bangkok

20 Bangkok Noi District - Not found 21 Bangkhuntien District (2 Place) - M Park Rama 2 Rama 2 rd. Bangkhuntien Bangkok

- Rama 2 Park

Rama 2 Rd. Samaedum , Bangkhuntien Bangkok 10150 22 Phasicharoen District - Not found 23 Nhongkham District (1 Place) - @Park – SC Community Petchkasem 81 Soi.Petchkasem 81 , Nhongkham Bangkok 10160 24 Ratburana District - Not found 25 Bangphat District - Not found 26 Dindeang District - Not found 27 Bungkhum District (3 Place) - The Junction Ramintra Soi. Nawamin 74 Nawamin, Bungkhum Bangkok - Shelter 1 acre Ramkhamheang 10/895 Soi.Prasertmanukij , Bungkhum Bangkok 10240 - Market Place Nawamin Nawamin Rd. Nawamin , Bungkhum Bangkok 10240 28 Sathorn District (1 Place) - The City Viva 58 Narathiwas ratchanakarin Rd. Yannawa, Sathorn Bangkok 10120 29 Bangsue District - Not found

30 Chatuchak District (3 Place) - Suzuki Avenue Ratchayothin Ratchadapisek Rd. Chompol , Chatuchak Bangkok 10900 - Bon Marche’ Market Park 105/1 Ladyao , Chatuchak, Bangkok 10900 - Jatujak Green Kampeangpetch 3 Rd. Chatuchak , Bangkok 10900 31 Bangkholeam District (2 Place) - Green Place Plaza 88/8 Soi 43 Chan Rd Khwang Bang Khlo Khet Bang Kholaem Bangkok 10120 - Asiatique The Rever Front Charoenkrung Rd. Bangkholeam, Bangkok 32 Prawet District (1 Place) - Top Market Place Udomsuk Chalermprakiet Rd. Nhongbon, Prawet Bangkok 10250 33 Klongtoey District (2 Place) - K.Village 93,95 Sukhumvit 26, Klongtan, Klongtoey กรุงเทพมหานคร 10110 - A Square Sukhumvit 26 120/9 Sukhumvit 26 Rd. Klongton , Klongtoey Bangkok 10110 34 Suanluang District (4 Place) - Thanya Shopping Park , Srinakarin Srinakarin Rd. Suanluang Bangkok - The Nine Neighborhood Center 999/1-4 Rama 9, Suanluang Bangkok 10250 - Max Value Pattanakarn Pattanakarn Rd. Suanluang Bangkok 10250 - The Pattio Mall Phatthanakan 60 (Phatthanakan Rd.), Suan Luang, Bangkok 10250 35 Chomthong District - Not found

36 Don Mueng District - Not found 37 Ratchatawee District - Not found 38 Ladprao District (3 Place) - Nawamin Festival Walk 295,297,299 Soi.Senanikomniwett 200, Prasertmanukij , Ladprao Bangkok - Nawamin City Avenue Kaset-Nawamin , Jorakhaebua , Ladprao Bangkok 10230 - The Crystal Park Ekkamai-Ramindra Rd.,, Lardprao Bangkok 10230 39 Wattana District (14 Place) - Park Lane Eakamai 63 North Klongton , Wattana Bangkok 10110 - J Avenue 15 Sukhumvit 55, North Klongton Wattana Bangkok 10110 - Rain Hill Sukhumvit 55 North Klongton, Wattana Bangkok - Eakkamai Power Center 78/2, Soi 63, Sukhumvit Rd, Phra Khanong Nua, Watthana Bangkok - Penny’s Balcony Plaza Soi. Thonglor 16 Sukhumvit 55 Rd., Wattana Bangkok - Seen Space Soi. Thonglor 13 Sukhumvit 55 Rd., Wattana Bangkok - Market Place Thonglor Sukhumvit 55 North Klongton, Wattana 10110 - Siam Future Center Sukhumvit 71 140, Soi. 71, Sukhumvit 55 Rd. Phrakhanhong, Wattana Bangkok 10260 - Arena 10 Thonglor 10 Sukhumvit Rd. North Klongton , Wattana Bangkok 10110 - Eight Thinglor 10 Sukhumvit Rd. North Klongton , Wattana Bangkok 10110 - Grass Thonglor

Thonglor Soi.10 Sukhumvit 55 Rd. North Klongton , Wattana Bangkok 10110 - Mille Malle Soi. Sukhumvit 20 , Sukhumvit Rd. , North Klongtoey , Wattana Bangkok 10110 - H1 Place 998, Soi 55, Sukhumvit Rd, Khlong Tan Nua, Watthana, Bangkok, 10110 - Playground @Thonglor Sukhumvit Rd. , North Klongtoey , Wattana Bangkok 10110 40 Bangkhae District (4 Place) - Pavilion Place Petchkasem 69 39/9 Moo.4 Pavilion-Place Buildling , Petchkasem Rd. Laksong , Bangkhae Bangkok - Petchkasem Power Center Petchkasem Rd. Bangkhae Bangkok 10160 - Wong Waen Center 1/11 Soi. Kanchanapisek , Kanchanapisek Rd. Laksong , Bangkhae Bangkok 10160 - BB3 Centerpoint 40 Bangbon 3 Rd. Laksong Bangkhae Bangkok 10160 41 Laksi District (3 Place) - Urban Square @ Prachachuen 332 Soi. Prachachuen , Prachachuen Rd. Thungsonghong , Laksi Bangkok 10210 - Markt Platz Cheangwattana Rd. Tarad Bangkhane , Laksi Bangkok - The Avenue Chaengwattana Chaengwattana Rd. Laksi , Bangkok 10210 42 Saimhai District (1 Place) - Big C Saimai 89-89/3 Moo.3 Saimhai Bangkok 10220 43 Kannayao District (2 Place) - The Promenade Ramintra Ramintra Rd. , Kannayao Bangkok

- Amorini Boutique Lifestyle Mall Ramintra Km.12 , Ramintra Kannayao , Bangkok 10230 44 Sapansoong District(2 Place) - Pure Place Ramkhamheang 86 Ramkhamheang Rd. Sapansoong Bangkok 10240 - Market Place Sukhaphiban 3 700 Ramkhamheang Rd. Sapansoong Bangkok 10240 45 Wangthonglhang District (5 Place) - Omni Lifestyle Mall Soi. Ladprao 116 , Ladprao Rd. , Wangthonglhang Bangkok 10310 - Siam Future Center Ladprao 120 120 Ladprao Rd. Wangthonglhang , Wangthonglhang Bangkok 10310 - @ Park Town in Town Soi. Ladprao 120 , Ladprao Rd. , Wangthonglhang Bangkok 10310 - Tonsoong Avenue Walking Street 458 Ekamai- Ramindra Express Way Rd. Wangthonglang, Bangkok - The Scene Town In Town Soi. Ladprao 94 , Sriwara Rd. , Wangthonglhang Bangkok 46 Klongsamwa District (1 Place) - The Compound 313 Soi. Ramintra 109 , Phrayasurain , Bangchan Klongsamwa District 10510 47 Bangna District (1 Place) - The Coast Village Bangna 888 Sukhumvit Road, khet Bangna, Khwaeng Bangna Bkk 10260 48 Taweewattana District (2 Place) - Hi Square Miniplaza 119/1 Taweewattana Rd. Taweewattana, Bangkok 10170 - Market Square Taweewattana , Bangkok 49 Thungklu District (1 Place) - Market Place Prachautid 57 Bangmod , Thungklu Bangkok 10140

50 Bangbon District (1 Place) - Market Place Bangbon 49/21-22 Eakachai, Bangbon Bangkok Nonthaburi (2 Place) - @ Oasis Plaza Soi Samakkee 29, Near Nichada Thani Village , Thiwanon Rd.Nonthaburi - The Walk Market Ratchaphruek T.Bangkhunkong A.Bangkluay Nonthaburi 11130 Prathumthani (4 Place) - Pure Place Rangsit Klong 2 Rangsit klong 2, Rangsit-Ongkhalak Rd. Pathumthani - MT Arena Sport & Lifestyle Mall 222 Ramrookka Klong 3 T.Khunkot , Eamrookka Pathunthani 12130 - U Park Avenue Rangsit 999 Muang Ake Village Phathumthani - M Park Rangsit Klong 3 Bungyeetho Thanyaburi Pathumthani Samuprakarn (2 Place) - B Boulevard 444 Moo.1 Bangna-Trad Rd. km.12.5 T.Rachateeva A.Bangplee Samutprakarn 10540 - Premier Place Srinakarin Srinakarin Rd. T.Northe Samrong A.Muang Samutprakarn 10270 Samutsakorn (1 Place) - Porto Chino 99/10-11 Moo.4 Rama 2 Rd. T.Khokkham A. Muang Samutsakorn 74000 Nakornpathom (2 Place) - The Brio Moo.6 Buddhamonthon sai.4 Rd. T Salaya A.Buddhamonthon 73220 - P Complex 74/1-7 Lhangpra Rd. T.Prapathomjadee A.Muang Nakornpathom 73000