The Study of the Customer Journey: A Case Study of Watchara Thai Silk

Abstract

This article aimed to study (1) the customer journey and key touchpoints influencing the decision to purchase Thai silk products, and (2) customer attitudes toward the marketing mix elements that affect such purchasing decisions. The study employed a qualitative research approach, using in-depth interviews as the primary data collection method. The informant comprised 13 participants, including 7 customers who had purchased Thai silk from Watchara Thai Silk and 6 customers who had purchased Thai silk from other retailers but had not previously purchased from Watchara Thai Silk. Data were analyzed using content analysis to synthesize in-depth insights and to understand the experiential and motivational factors influencing purchase decisions. 1) Findings indicated that prior Watchara Thai Silk customers were primarily introduced to the brand via personal contacts, while non-customers often discovered it through online channels. Before making a purchase decision, both consumer groups considered fabric quality and price. Nonetheless, both groups demonstrated a preference for in-store purchasing in order to directly assess product quality. Fabric quality emerged as a critical touchpoint influencing both repeat purchases and word-of-mouth recommendations. 2) Furthermore, both groups exhibited similar attitudes toward the product aspect of the marketing mix, placing emphasis on fabric quality, design intricacy, and the uniqueness of Thai silk. However, prior purchasers also valued brand credibility, staff service, and store atmosphere, while non-purchasers placed greater importance on appropriate pricing and appealing promotional strategies.