The Causal Relationship Model of Bad Experience to Brand Hated and Negative Word of Mouth: A Case Study of Low-cost Airline Business In Khon Kaen Province
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Abstract
This study was undertaken to study the causal relationship between bad experiences to brand hate and negative word of mouth of the low-cost airline business in Khon Kaen province. Collecting the survey data about 260 individuals by using convenience sampling approaches. Along with the methodology research in marketing, there were three mains session contained: 1) analysis of samples characteristic and behavior of using low-cost airline service which were done by using descriptive statistics including frequency, percentage, mean, and standard deviation to summarize overall data. 2) analysis of causal relationship between bad experience to brand hate and negative word of mouth which was done by using structural equation to estimate the parameter for inferring the empirical behavior.
The empirical result demonstrated that the negative word of mouth behavior was caused by having a bad experience with service and then comes up with business brand hated with statistically significant. Moreover, in this case there was not a direct relationship between having the bad experience with service to negative word of mouth behavior exist with statistically significant.
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