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All Journal AMAR (Andalas Management Review)
chutima wangbenmad
Hatyai University, Lecturer
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Factors Affecting Malaysia Tourists’ Destination Loyalty Behavior: A Case Study of Hatyai, Thailand chutima wangbenmad
AMAR (Andalas Management Review) Vol 7 No 1 (2023)
Publisher : Management Institute Faculty of Economics Universitas Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25077/amar.7.1.79-90.2023

Abstract

Retaining the loyal visitors to revisit is highly crucial for generating the revenue in tourism destination as well as reducing the marketing expenses, this empirical study has been designed to primarily explore factors that motivate Malaysia tourists to revisit Hatyai and to identify the key factors that affect Malaysia Tourists Destination loyalty behavior. The results of this study indicated that “destination attractiveness” “social interaction” and “Cost/Price/Value” were the most important destination attributes and travel motives for malaysia tourists revisit to Hatyai. Concerning Malaysia tourists destination loyalty behavior, the result reveals that “destination attractiveness” “social interaction” and “price/value/cost” predicts Malaysia tourists’ destination loyalty behavior with R2 = 58.9%.
Purchase Behavior and Service Marketing Mix Influencing Consumers' Repurchase Intention toward Community Grocery Retail Stores chutima wangbenmad; Thitikarn Sirican
AMAR (Andalas Management Review) Vol. 10 No. 1 (2026)
Publisher : Management Institute Faculty of Economics Universitas Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25077/amar.10.1.228-239.2026

Abstract

This study examined consumers' purchase behavior and investigated the influence of the Service Marketing Mix (7Ps) on repurchase intention toward community grocery retail stores. A quantitative research design was employed, with data collected from 178 consumers who had experience purchasing products from community grocery retail stores. Multiple regression analysis was used to examine the relationships among variables. The results revealed that most consumers purchased products 2–3 times per week, preferred shopping after work, made purchasing decisions independently, selected stores located close to home, and paid via bank transfer or PromptPay. Regarding the Service Marketing Mix, Place ranked highest in importance, followed by People and Process, respectively. The regression analysis found that Process (β = .354), Place (β = .313), and People (β = .187) significantly influenced consumers' repurchase intention, collectively explaining 69.5% of the variance (R² = .695). In contrast, Product, Price, Promotion, and Physical Evidence did not have statistically significant effects. These findings suggest that efficient service delivery, convenient accessibility, and positive interpersonal relationships are the primary drivers of repeat purchasing behavior in community grocery retail contexts. Community retail store operators are recommended to prioritize service process improvement, location convenience, and customer relationship development to enhance customer retention and long-term business sustainability.
Co-Authors Thitikarn Sirican