THE EFFECT OF BRAND EQUITY FROM CUSTOMER’S PERSPECTIVE AND INDUSTRY VALUE ADDED OF ONLINE FOOD DELIVERY IN THAILAND

หน้ารายการง่ายๆ
dc.contributor.authorNiwat Chantharat, Sumana Chantharat and Werapart Nukulkij
dc.date.accessioned2025-07-08T15:51:18Z
dc.date.available2025-07-08T15:51:18Z
dc.date.issued2025-06
dc.description.abstractThis 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.
dc.identifier.citationNiwat 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
dc.identifier.urihttps://dspace.spu.ac.th/handle/123456789/10121
dc.language.isoen
dc.publisherJournal of Suvarnnabhumi Institute of Technology (Humanities and Social Sciences)
dc.subjectBrand Equity from Customer’s Perspective
dc.subjectIndustry Value Added
dc.subjectOnline Food Ordering to Delivery
dc.titleTHE EFFECT OF BRAND EQUITY FROM CUSTOMER’S PERSPECTIVE AND INDUSTRY VALUE ADDED OF ONLINE FOOD DELIVERY IN THAILAND
dc.title.alternativeTHE EFFECT OF BRAND EQUITY FROM CUSTOMER’S PERSPECTIVE AND INDUSTRY VALUE ADDED OF ONLINE FOOD DELIVERY IN THAILAND
dc.typeArticle

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