The Influence of Servicescape and Service Quality on Repurchase Intentions of Chulalongkorn University Book Center Service Users

Main Article Content

Chanchai Pommi


The purpose of quantitative research is to examine the influences of a servicescape and a service quality on repurchase intentions toward Chulalongkorn university book center. The samples are service users who have experiences of Chulalongkorn university book center. Non-probability sampling, particularly an accidental sampling technique, is conducted to recruit University of Phayao branch for the study. In total, 160 completed questionnaires are collected. Data is analyzed by percentage, average, correlation coefficient and multiple regression analysis in order to test the research hypotheses. The results reveal that the effect of a servicescape on repurchase intentions is not significant, whilst a service quality on repurchase intentions is significant at 0.05 statistically significant level. The factors in the model cooperatively explain the variance of repurchase intentions at 49%. Therefore, the finding indicates that a service quality is the most critical influence in consumption of service users that influences repurchase intentions of Chulalongkorn university book center.

Article Details

How to Cite
Pommi, C. (2020). The Influence of Servicescape and Service Quality on Repurchase Intentions of Chulalongkorn University Book Center Service Users. WMS Journal of Management, 9(4), 88–97. Retrieved from
Research Articles-Academic Articles
Author Biography

Chanchai Pommi

School of Management and Information Sciences, University of Phayao, 19 Moo 2, Mea Ka Sub-district, Mueang Phayao District, Phayao Province, 56000, Thailand.


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