A STUDY ON PURCHASE INTENTION OF A THAI AUTOMOBILE REPAIR CENTER

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Vilawan Piriyasup
Seongdok Kim

Abstract

With the continued growth of automobile sales in Thailand, the automobile repair industry has been intensified. The aim of this research is to study the factors that have impact on customer purchase intention of P automobile repair center in order to maintain more customers and generating better revenues. The variables included in the proposed framework were purchase intention (dependent variable) and brand awareness, convenience, perceived quality, and word of mouth (independent variable). In this current research, a quantitative approach using survey questionnaire was adopted. 180 respondents’ data were collected by convenience sampling method. The multiple linear regression was applied to examine statistical influence of independent variables on dependent variable. The findings indicated that brand awareness and perceived quality had impact on customers’ purchase intention while convenience and word of mouth had no impact. Moreover, a few practical recommendations were discussed for the management team to consider for purchase intention improvement.

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Section
Research