STRUCTURAL EQUATION MODELING ANALYSIS OF INTEGRATED DIGITAL MARKETING COMMUNICATIONS INFLUENCING CUSTOMER SATISFACTION AND REVISIT INTENTION OF MICHELIN-STARRED RESTAURANTS IN THAILAND

Abstract

The objectives of this research were to 1) Develop and validate the consistency of a Structural Equation Model regarding Integrated Digital Marketing Communications and its influence on customer satisfaction and revisit intention among Michelin-starred restaurant customers in Thailand with the empirical data. and 2) The influence ofpk; gdbo Integrated Digital Marketing Communications and its influence on customer satisfaction and revisit intention among Michelin-starred restaurant customers in Thailand. The sample consisted of 440 customers who had visited Michelin-starred restaurants more than once. The research instrument was a 5-point Likert scale questionnaire with an Index of Item-Objective Congruence (IOC) ranging from 0.60 to 1.00 and a reliability coefficient between 0.85 and 0.89. Data were analyzed using Mean, Standard Deviation and Structural Equation Modeling (SEM). The research findings revealed that: 1) The structural equation model of integrated digital marketing communications and customer satisfaction influencing the revisit intention of Michelin-starred restaurant customers in Thailand was consistent with the empirical data were as follows; c² = 53.77, df = 47, p = 0.78, c²/ df = 1.14, RMSEA = 0.02, RMR = 0.01, CFI = 0.99, GFI = 0.97, AGFI = 0.96 and 2) Integrated digital marketing communications had significant direct and total effects on the revisit intention of Michelin-starred restaurant customers. Furthermore, integrated digital marketing communications exerted a significant indirect effect on revisit intention through the mediation of customer satisfaction.