THE EFFECTS OF CUSTOMER SATISFACTION AND ITS ANTECEDENTS ON PURCHASE DECISIONS FOR SENIOR LIVING AND ASSISTED LIVING IN THE BANGKOK METROPOLITAN AREA AND VICINITY
Keywords:
Service Quality, Brand Image, Customer Satisfaction, Purchase Decision, Senior Living, Assisted LivingAbstract
This study aimed to investigate the effects of customer satisfaction and its antecedents on purchase decisions for senior living and assisted living in the Bangkok metropolitan area and its vicinity. A mixed-methods research design was adopted as the methodological framework. Qualitative data were collected through in-depth interviews as a pilot study with ten key informants and as a confirmation with six users. Structured questionnaires were used to collect quantitative data from 456 users of senior living and assisted living facilities in the Bangkok metropolitan area and its vicinity. The data were analyzed using structural equation modeling (SEM) software. Service quality positively influences brand image and purchase decisions but does not affect customer satisfaction. Brand image has a positive effect on customer satisfaction but no direct influence on purchase decisions. Moreover, customer satisfaction has a positive effect on purchase decisions. The study results indicate that service quality, especially in terms of physical appearance, is important to purchasing decisions. Additionally, customers are more likely to purchase if the service quality contributes to a brand image that creates satisfaction. These findings can be used to develop and improve service quality, build a credible brand image, increase customer satisfaction, and create competitive advantages.
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