Title: The Effect of Crocs Brand Image on Customer Satisfaction in the Chinese Market
Author: XIAO YAFEI
Advisor: ดร.วรางค์รัตน์ นิติวนะกุล – Dr.Warangrat Nitiwannakul
Degree: International Business Management
Major: Master of Business Administration
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2566 (2023)
Published: The 16th National and International Academic Conference “Digital Transformation and Sustainable Innovation: Strategies for a Sustainable Future” 31 October – 1 November 2023 (pp.1-13) คลิก PDF
Abstract
As Chinese consumers continue Spend more money on branded products, China has become the world’s largest consumer market for branded products. At the same time, consumer demand is increasing, and brands that can win higher customer satisfaction will stand out in the market competition. It is an essential factor for brand development to increase customer favorability and satisfaction. New retail gradually becomes mainstream. The current research on products mainly focuses on consumer behavior, consumer psychology, brand influence, etc., and there needs to be more research on specific factors affecting customer satisfaction, as well as more in-depth analysis combining theory and practice.
This study analyzed the variables related to the influence of brand image and value perception on customer satisfaction with the Crocs brand. The research objectives of this paper were to find out the influencing factors of customer satisfaction with the Crocs brand, and to provide suggestions for enhancing the impact of brand image on customer satisfaction with the Crocs brand. The research method of this paper was the quantitative research method. This paper took the customers of the Crocs brand in the Chinese market as the research subject. The questionnaire survey used SPSS to analyze the reliability, validity, and correlation of the data.
Through the analysis, the results showed that:1) Brand Performance has a positive effect on Customer Satisfaction; 2) Company Image has a positive impact on Customer Satisfaction; 3) Brand Characteristics have a positive effect on Customer Satisfaction; 4) Perceived Value has a positive effect on Customer Satisfaction. The Crocs brand should stress the social value that buyers seek in their product consumption, show the Crocs brand’s social status and riches in order to match the customer’s expectations and pursuit of brand in terms of social relevance, thus improving the brand’s social image. Finally, client perceptions of the Crocs brand’s social value may improve, resulting in increased customer satisfaction.
Keywords: Brand Image, Customer Satisfaction, Perceived Brand Value, Crocs Brand
The Effect of Crocs Brand Image on Customer Satisfaction in the Chinese Market / –
6517190022 – XIAO YAFEI 2566 (2023) The Effect of Crocs Brand Image on Customer Satisfaction in the Chinese Market สารนิพนธ์ (Independent Study), Advisor: ดร.วรางค์รัตน์ นิติวนะกุล – Dr.Warangrat Nitiwannakul, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University
Academic Year 2023, Graduate School 2023, IMBA, IMBA 2023, Independent Study, Independent Study 2023, Master of Business Administration, Master of Business Administration (International Program) 2023, Master of Business Administration 2023, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration,International Business Management