THE EFFECT OF BRAND EQUITY FROM CUSTOMER’S PERSPECTIVE AND INDUSTRY VALUE ADDED OF ONLINE FOOD DELIVERY IN THAILAND
กำลังโหลด...
วันที่
2025-06
ชื่อวารสาร
วารสาร ISSN
ชื่อหนังสือ
สำนักพิมพ์
Journal of Suvarnnabhumi Institute of Technology (Humanities and Social Sciences)
เชิงนามธรรม
This is a research article that studies brand equity from customer's perspective
factors that affect the value-added industry in the online food ordering and delivery industry
in Thailand. There are number of sample groups of 400 users of the online food ordering to
delivery industry in Thailand, data were collected from simple random sampling and the
results were analyzed by using the multiple regression analysis method to test the
hypotheses.
The results of the hypotheses test founded that marketing mix factors affect value
added in the online food ordering to delivery industry in Thailand with statistical significance
at the 0.05 level. When considering the results of the multiple regression equation analysis,
it was found that the coefficient of the multiple correlation (R) value is equal to 6 1 . 1
percent and the adjusted R square value is equal to 37.3 percent and the significance value
is equal to 0.00 and the factors organizational transparency has an influence on value added
in the online food ordering and delivery industry in Thailand with statistical significance at
the 0.05 level. When considering the results of the stepwise multiple regression analysis, it
was found that the multiple correlation coefficient (R) had a value equal to 6 2 .7 percent
and an adjusted R square value equal to 61.9 percent and a significance value equal to 0.00.
คำอธิบาย
คำหลัก
Brand Equity from Customer’s Perspective, Industry Value Added, Online Food Ordering to Delivery
การอ้างอิง
Niwat Chantharat, Sumana Chantharat and Werapart Nukulkij (2025). THE EFFECT OF BRAND EQUITY FROM CUSTOMER’S PERSPECTIVE AND INDUSTRY VALUE ADDED OF ONLINE FOOD DELIVERY IN THAILAND. Journal of Suvarnnabhumi Institute of Technology (Humanities and Social Sciences). Vol. 11 No. 1 (2025): January-june, 2025 p.254-267