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statistical significantly influences on purchasing unit increase in social norm, the purchasing decision
decision. facial skincare products of working women will
decrease 11.2%. However, the correlation
Moreover, from the standardized Beta relationship between independent variables and
coefficients of three statistically significant dependent variables in table 2 had shown no
independent variables in product quality, brand and relationship between social norm and purchasing
social norm are 0. 50, 0. 16 and -0.11 respectively. decision facial skincare products of working women
This result can indicate that every 1 unit increase in in Bangkok Metropolis during economic recession
product quality, the purchasing decision facial period so it did not affect to decrease of purchasing
skincare products of working women will increase decision in this study.
by 50.2%, every 1 unit increase in brand, the
purchasing decision facial skincare products of
working women will increase 15.7% and every 1
Table 4- Multiple Linear Regression Results
Model Unstandardized Std.Coef t Sig Collinearity
Coefficients ficients value Statistics
H1o: Product quality does not
affect purchasing decision facial B Std. Beta Tolerance VIF
skincare products of working Error
women in Bangkok Metropolis
during Economic Recession Period. .534 .056 .502 9.585 .000 .579 1.726
H2o: Convenience Place does not
affect purchasing decision facial
skincare products of working -.007 .039 -.009 -.186 .853 .696 1.438
women in Bangkok Metropolis
during Economic Recession Period.
H3o: Promotion does not affect
purchasing decision facial skincare
products of working women in .023 .037 .030 .627 .531 .677 1.477
Bangkok Metropolis during
Economic Recession Period.
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H4o: Brand does not affect .155 .053 .157 2.944 .003 .556 1.799
purchasing decision facial skincare .062 .622 1.607
products of working women in -.112 .583 1.715
Bangkok Metropolis during
Economic Recession Period.
H5o: Self-Image does not affect .042 .034 1.225 .221
purchasing decision facial skincare
products of working women in
Bangkok Metropolis during
Economic Recession Period.
H6o: Social Norm does not affect -.082 .038 - .032
purchasing decision facial skincare 2.154
products of working women in
Bangkok Metropolis during
Economic Recession Period.
a. Dependent Variable: Purchasing Decision
VIF-Variance Inflation Factor
According to Stephanie (2015) said that independent variable has the level of significant
Variance Inflation Factor (VIF) is a measure of the value higher than 0.05 so, the null hypothesis was
amount of multicollinearity in a set of multiple failed to rejected. Therefore, the researcher aims to
regression variables and it should be between 1 to 5. analyze all the independent variables again by
In this research, the variance inflation factor of excluding variables were not significant. So, the
product quality, brand, social norm, convenience results have slightly changed because there is no
place, promotion and self-image are 1.73, 1.80, 1.72, insignificant variable included. For the result, it will
1.44, 1.48 and 1.61 respectively which is less than 5. conclude that product quality, brand, and social
It means all of independent variables are not highly norm effect on the purchasing decision facial
correlated with each other so it does not have skincare.
multicollinearity problems.
The second round show as below the table
According to the result, the researcher 5, Adjusted R square value is 0. 369 which can
found that convenience place, promotion, and self- explain that 36.9% of the variation affect in
image were not significant because of the purchasing decision facial skincare products of
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working women in Bangkok Metropolis during norm. However, there are another 63.1% of the
economic recession period can be explained by the variation affect in purchasing decision can be
three independent variables in this research which explained by others independent variables.
are product quality, brand, self-image and social
Table 5- Model Summary from Multiple Regression Analysis (2nd round)
Std. Error Change Statistics
R Adjusted R of the R Square F Sig. F
Change
Model R Square Square Estimate Change Change df1 df2
.000
1 .611a .373 .369 .54577 .373 78.690 3 396
a. Predictors: (Constant), Social Norm, Product Quality, Brand
Significant Value & Beta Coefficient Analysis economic recession period will increase by 51% and
every 1 unit increase in brand, the purchasing
Below the Table 6, the significant value or decision facial skincare products of working women
commonly known as “p-value” to examine whether will increase 17.5%.
there are statistically significant on purchasing
decision or not. The significant value of product
quality and brand are less than 0.05. There have
statistical significantly influences affected on
purchasing decision facial skincare products of
working women in Bangkok Metropolis during
economic recession period. However, the social
norm doesn’t have statistic significant value more
than 0.05. There has no statistical significantly
influences on purchasing decision facial skincare
products of working women in Bangkok Metropolis
during economic recession period.
Moreover, from the standardized Beta
coefficients of three statistically significant
independent variables in product quality and brand
are 0.51 and 0.18 respectively. This result can
indicate that every 1 unit increase in product quality,
the purchasing decision facial skincare products of
working women in Bangkok Metropolis during
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Table 6- Multiple Linear Regression Results (2nd round)
Model Unstandardized Coefficients Std.Coef t Sig value
Product quality B Std. Error ficients 10.533
.000
.543 .052 Beta .001
.075
.510
Brand .173 .050 .175 3.433
Social Norm -.055 .031 -.076 -1.782
a. Dependent Variable: Purchasing Decisio
convenience place (29.5%), self-image (27%), social
Discussion and Conclusion norm (9%) respectively. The descriptive analysis shown
current attitude of working women used to evaluate
The respondents were working women who importance factor to buy facial skincare products in
worked or lived in Bangkok and were ever purchased Bangkok metropolis during economic recession period.
facial skincare products by themselves within 10 However, the multiple linear regression
months ago before they did the survey. The most of analysis used to test the null hypothesis show a result
information data shown that 57% of respondents age there was only two factors affects purchasing decision
between 22-39 years, they graduated in bachelor facial skincare products of working women in Bangkok
degree at 56%, they got monthly income more than metropolis during economic recession period consist of
55,000 Baht at 29%. and got effect from economic product quality and brand. The product quality was the
recession by reducing in total income at 53.5% so the most importance affected on decision follow by brand.
spent to buy facial skincare product less than last year That every 1 unit increase in product quality, the
at 68%. purchasing decision facial skincare products of working
The descriptive analysis still shown the most women in Bangkok metropolis during economic
importance factors by frequency of purchasing decision recession period will increase by 51% and every 1 unit
of working women was product quality at 84.8%, increase in brand, the purchasing decision facial
follow by brand (49.3%), promotion (48.3%), skincare products of working women in Bangkok
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Metropolis during economic recession period will mean 4.54 range 3.79-5.29. Second, they would bough
increase 17.5%. The multiple linear regression analysis facial skincare products result with a good appearance
shown the cause lead to affect with the purchasing to face at mean 4.50 range 3.75-5.24. Third, they would
decision facial skincare products of working women in bough facial skincare products which had non-
Bangkok metropolis during economic recession period. hypoallergic taste for face to make sure they would not
get allergy after used at mean 4.42 range 3.49-5.34. The
The research shown the economic recession last, they would bough facial skincare products which
effect 53.5% of total respondents were reduced in total had a good physical appearance such as color, aroma
income and spent money less than last year at 68% of and texture at mean 4.26 range 3.35-5.16. Brand was
total respondents. The consumer had more concern and second importance the less-strongest than product
awareness to use their money because of reducing in quality. Then analyzed in detail of brand equity by sub
purchasing power so they spent less. They would question could evaluated the mean rank of sub factors.
compare more value benefit with money more than The maximum mean was a good brand experience at
pass. So, if the firms want to keep and go on their’ 4.28 range 3.40-5.16, follow by a brand preference at
business they must serve customers need that main mean 4.15 range 3.28-5.02, a brand image at 3.92 range
factors from this study were product quality and brand. 2.99-4.85 and a brand name at 3.66 range 2.59-4.72.
Recommendation Recommendation, the researcher had used the
lower rage of mean score more than 2.75 consider by
Facial skincare business during the economic highest lower of sub factors affected more to increase
recession period affected overall market. The working purchasing decision. Product quality should focus to use
women reduced in purchasing power than pass because a good raw material, follow by good result for face, non-
many of them got effect from total income reduction. hypoallergenic test and a good physical appearance
They purchased less so the company should think about according to the level of importance. Brand should
the importance two factors lead their purchasing focus in a good brand experience, follow by brand
decision consist of product quality and brand in order to preference and brand image according to the level of
improve their business plans and practices to maintain importance. The most importance in brand experience
revenue. might be difficult for new comer in this business or new
product launch, company could create brand experience
In this research, product quality was the most from such as free for sample after they used and saw
importance when analyzed in detail of quality by sub positive appearance on their face, they would have a
question could evaluated the mean rank of sub factors. good in brand experience. Easier for new comer or new
First, they would bough facial skincare products
produced from a good quality raw material at maximum
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Antecedents and Consequences of Customer Satisfaction and Loyalty: An
Empirical Study of Popular Cafe in Mandalay, Myanmar
May Thu Kyaw1, Sirion Chaipoopirutana2
Graduate School of Business, Assumption University, Bangkok, 10240, Thailand
E-mail: [email protected], [email protected]
Abstract
This research aims to examine the factors influencing customer satisfaction and loyalty towards the popular
cafe in Mandalay, Myanmar. The researcher applied the factors, including perceived customer to employee
interaction, perceived service quality, and perceived value. The sample size of this study is 400, and
questionnaires are distributed at Mingalar Mandalay Complex. In this study, the researcher applied non-
probability sampling methods, including purposive and convenience sampling techniques. The researcher
also used the five-point Likert scale, designed as research instruments. To test the hypotheses, the researcher
used both simple linear regression and multiple linear regression to analyze and calculate the data. Based on
the research finding, the researcher found that perceived service quality significantly influenced perceived
value and perceived customer to employee interaction, and perceived value significantly influenced customer
satisfaction except for perceived service quality. Furthermore, perceived value and customer satisfaction
significantly influenced customer loyalty.
Keywords: cafe, perceived customer to employee interaction, perceived service quality,
customer satisfaction, customer loyalty
Introduction consume their products. Moreover, some
Nowadays, it can be assumed that coffee is the second brands want to be differentiated among the others
most consumed beverage as the accelerated according to the sights of some cafes. The customers
consumption growth experienced by coffee markets in also prefer a convenient and relaxing environment, so
Southeast Asia. People, especially for the students and the cafe has to provide the environment that their
working people, are addicted to drinking coffee more customers are willing to use.
and more. Therefore, caffeine becomes one of the parts According to Oliver (1997), the core weapon for every
of their daily routine (Ratini, 2017). The cafe market is business's success is having a resource called customer
incredibly competitive as there are many coffee shops loyalty. However, it is not easy to maintain customer
and cafes in Mandalay. The fact of having many loyalty more than to earn. In the cafe industry, there are
universities and companies in Mandalay, customer many well-known international brands like Gloria
demand is also high for coffee in Mandalay. However, Jean's, Gongcha, Amazon, Coffee bean, etc. as well as
for cafes, customer satisfaction and loyalty play the local coffee houses such as Goffee-Coffee, Tea Black,
most critical role. Little Mushroom, Nova, Unique, and so on. In
People cannot refuse coffee consumption despite Mandalay, the excellent reputation and image of the
knowing the disadvantages of caffeine. Therefore, local coffee houses significantly influence people.
many coffee brands are trying to attract people to Therefore, Gloria Jean's need to build and maintain the
loyalty to achieve sustainable market growth in this
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competitive market. restaurant and cafe success. Therefore, perceived
In order to maintain customer loyalty to Gloria Jean's, service quality is based on evaluations of customers'
the possible variables that can influence customer expectations of service performing with their actual
loyalty are perceived customer to employee interaction, performance experiences.
perceived service quality, perceived value, and
customer satisfaction. Perceived value
Perceived value is a "cognitive trade- off between
Research objective perceived quality and sacrifice" (Dodds et al., 1991, p.
316). Zeithaml (1988) claimed that the perceived value
1. To study the influence of perceived service is the consumer's overall assessment of a product's
2. quality on perceived value. utility based on perceptions of what is received and
To study the influence of perceived what is given. So, perceived value is the quality that the
3. customer to employee interaction, perceived consumer gets for the price paid, and value is what the
Theory service quality, and perceived value on consumer gets for what he/she gives. Moreover, the
customer satisfaction. perceived value was described as the total
To study the influence of perceived value representation of the value of consumption-related
and customer satisfaction on customer interaction (Zeng et al., 2009). The main contributors
loyalty. towards consumer loyalty are perceived value, which
CSR's success depends mainly on. Lastly, along with
Perceived customer to employee Jamrozy et al. (2016), the perceived value is specified
interaction as an assessment of the customer from the expenses
paid to obtain particular goods and services and
benefits found from certain goods or services.
Perceived customer to employee interaction is a kind Customer satisfaction
of personal interaction happening between customers
and service staff during the service delivery process Along with the aspect of Baron and Kenny (1986),
(Lin and Mattila, 2010). According to Moore et al. customer satisfaction is the client's happiness, also
(2005), perceived customer to employee interaction related to their former experiences and given by the
means that customers often evaluate interaction supplier. Besides, Heskett et al. (1997) claimed that
quality of service employees from initial contacts to customer satisfaction is an essential attitude of
final service such as asking the information, customer loyalty. Customer satisfaction is also defined
requesting help, or getting a service. Furthermore, as the reflection of a person's judgment of a product's
perceived customer to employee interaction quality is perceived performance in relationship to expectations
conceptualized as the customers’ perception of how (Kotler and Keller, 2012). Likewise, Ali (2016)
the service is delivered during service encounters described that customer satisfaction is the evaluation a
(Lemke et al., 2011). customer makes of a characteristic of a product or
service, and that
Perceived service quality
Cronin and Taylor (1992), Zeithaml, Berry, and provides a positive result obtained from consumption.
Parasuraman (1994) defined perceived service quality
as a measurement to examine the correlations among Customer loyalty
all the relevant constructs and use the concept of post-
perception in our study. Service quality is the Oliver (1999) stated that customer loyalty is how
perceived quality of customers' intangible products consumers are enclosed or committed to products,
obtained by customers (Parasuraman, Zeithaml, and services, brands, or organizations. Cronin, Brady, and
Berry, 1994). According to Wu and Mohi (2015), Hult (2000) also characterized that customer loyalty is
perceived service quality is an essential strategy for a factor to remain loyal to a service provider or
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continue engaging in transactions with that provider as customer satisfaction.
well as to recommend the service provider to other
consumers. Loyalty is stated through a strong Perceived service quality and customer
commitment to repurchase or continuous purchase of satisfaction
a product or service (Han et al., 2018). It means that in
a competitive market, when the competitors offer Bitner’s (1990) path analysis pointed out that perceived
some environmental issues, the customer is in the service quality affects customer satisfaction and
position of buying the same brand or brand series, and customer satisfaction also affects customers’
so he/she is in the loyal position of that brand or brand recollected perceptions of service quality. Cronin and
series. Taylor (1992) also studied to explore the relationship
between service quality and customer satisfaction and
Related Literature review found
Perceived service quality and perceived value Elise, that perceived service quality is an antecedent to
Mostafa & Sharif (2020) found out that perceived customer satisfaction. The decline in coefficients is
service quality and perceived value have significant proof that the impact of perceived service quality on
relationships in three to five-star hotels. Moreover, customer loyalty is somewhat supported by customer
Bushra & Mamoun (2018) studied the roles of service satisfaction. Liu and Jang (2009) analyzed service
quality and perceived value in banks to better quality and found that perceived service quality,
understand, and the researcher found perceived obtained from friendly and helpful employees, was
service quality exerted the strongest effect on positively related to customer satisfaction.
perceived value.
Similarly, Lee (2019) learned about the impact of Moreover, Hong and Victor (2009) studied service
exhibition service quality ongeneral attendees’ quality, customer satisfaction, and behavioral
satisfaction through distinct mediating roles of intentions in fast-food restaurants and highlighted that
perceived value. The perceived value is both directly perceived service quality directly and positively
and indirectly affected by the effects of perceived influences consumer satisfaction. Because service
service quality factors (Shang & Kyriaki, 2019). As a quality is a component of satisfaction, and service
consequence, this makes customers repurchase again quality evaluation of a product or a service encounter
in the service industry. leads to an emotional satisfaction assessment.
Perceived customer to employee interaction and Perceived value and customer satisfaction
customer satisfaction According to Ali et al. (2018), Ryu and Han (2010),
increasing the perceived value contributes to the
Alhelalat et al. (2017) claimed that customer to customer’s pleasant experience resulting in an
employee interaction quality substantially influences increased level of satisfaction in restaurants and cafes.
customers' attitudes and satisfaction with restaurants. In Moreover, an increased level of satisfaction, in turn,
an appropriate service environment such as cafe' stores, makes sure customer loyalty.
it is forecast that interaction quality which customers
perceive in cafe' stores, including perceived customer According to other service marketing researchers, the
to employee interaction significantly influences indirect influence of the perceived value on the
customers' satisfaction. The research results projected behavioral intention via satisfaction was provided.
the positive effects of the perceived customer to Furthermore, in several industries, it was supported
employee interaction on customer satisfaction and were that customer satisfaction plays a mediating role
supported. According to Wu and Liang (2009), also in between the perceived value and loyalty. Perceived
luxury-hotel restaurants, the perceived customer to value had a significant and positive effect on customer
employee interaction quality significantly affected
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satisfaction, and the hypothesis was supported. return, while 90 percent of them who rated a high rank
Perceived valued services were more likely to be of satisfaction intended to come back. So, customer
satisfied as customers would like to be loyal to the satisfaction has a direct positive effect on customer
products directly if they perceived the services as loyalty.
valuable as satisfaction.
Conceptual framework
Perceived value and customer loyalty
A conceptual framework is critical for analyzing the
Cronin et al. (2000) discovered that an attitudinal related concepts and theories for identifying the
concept of loyalty is a behavioral intention, which was statements of problems and research issues. The
directly affected by the perceived value. In addition, purpose of a conceptual framework is to organize the
Brodie et al. (2009), Gallarza and Gil (2006), and concepts consistent with this study by planning the
Hutchinson et al. (2009) defined that customer loyalty relationships between independent and dependent
can be mentally recognized as the outcomes of the variables. Based on the four theoretical frameworks
perceived value. Overall, the stated surveys have about customer loyalty, the researcher established the
suitably highlighted the perceived value as an essential conceptual framework to examine how the various
determining factor of loyalty in the service industry, antecedents influence customer satisfaction and
like hotels. loyalty in the cafe industry. Variables (perceived
customer to employee interaction, perceived service
El-Manstrly (2016) also found that customers' quality, perceived value) are chosen to evaluate the
perception of value positively and significantly affected factors affecting customer satisfaction and loyalty
customer loyalty. Furthermore, the perceived value has towards Gloria Jean’s Coffee, Mandalay, Myanmar.
a strong influence ahead of the satisfaction for new
customers who switch from competitors for the reason
that customers have accumulated shopping experience
and perceived value awareness. Customer experience,
leading to perceived value, will establish customer
loyalty in the presence of other important aspects that
are considered critical by customers. For example,
things that feel positive and comfortable experience
(Keshavarz et al., 2017).
Customer satisfaction and customer loyalty Figure 1: The Conceptual Framework
Along with Oliver (1980), a concept is known as
confirmation-of-expectation,
which asserts that satisfaction promotes loyalty. Also,
the hotel industry's surveys showed that there is a
positive relationship between customer satisfaction
and loyalty. In the case of customer loyalty,
particularly for service providing industry such as a
restaurant or a café, customer satisfaction is the most
significant variable than other variables (Han et al.,
2018). Furthermore, one research was established that
less than 40 percent of the hotel guests who rated a
particular service as satisfactory were more likely to
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Research Hypothesis the responses to the questions of who, what, where,
Hypothesis 1 when, and how, Burns & Bush
H1o: Perceived service quality is not statistically (2014) indicated the descriptive research. Similarly,
significant influence on perceived value. descriptive research includes gathering quantitative data
for responding to the research questions (Hair et al.,
H1a: Perceived service quality is statistically 2017). According to Cooper & Schindler (2014), in
descriptive research, the researcher tries to explain a
significant influence on perceived value. subject matter by creating the outline of a group of
issues, people, or circumstances.
Hypothesis 2 This research used non-probability sampling to find the
sampling unit. The non- probability sampling technique
H2o: Perceived customer to employee interaction, is the probability of each case being selected from the
perceived service quality, and perceived value are not unknown population (Saunders et al., 2000). The
statistically significant influence on customer researcher also applied purposive and convenience
satisfaction. sampling techniques to reach the target population who
are willing to answer and the most available to complete
H2a: Perceived customer to employee interaction, the whole questionnaire, as there is only one branch in
perceived service quality, and perceived value are Mandalay. Sekeran (1992) mentioned that convenience
statistically significant influences on customer sampling is the sampling method used to gather
satisfaction. information from people who are the most conveniently
available, and it can also be called accidental or
Hypothesis 3 haphazard sampling.
H3o: Perceived value and customer satisfaction are not Brislin (1970) also proved that the unique questionnaire
statistically significant influence on customer loyalty. generated the use of the standard translation and back-
translation procedures to ensure linguistic equivalence.
H3a: Perceived value and customer satisfaction are Thus, the questionnaires were translated from English to
statistically significant influence on customer loyalty. the Burmese language to be answered more conveniently
for the respondents in this study.
Research Methodology
According to Sekaran (2003), the population is the entire
In this study, the researcher mentions various points group of people and/or events in which the researcher
related to respondents and sampling procedures, such intends to explore. Then, the population is kind of
as the target population, sampling unit, sample size, representative of an entire group of people,
and sampling techniques. The dependent variable is
customer loyalty, and independent variables are companies, hospitals, and stores to share some sort of
perceived customer to employee interaction, perceived characteristics. Similarly, the target population is a
service quality, perceived value, and customer specific group, which is relevant to the research
satisfaction. (Zikmund, 2003). In this research, the researcher was
interested in identifying the antecedents and
It is well studied as a research case to illustrate this consequences of customer satisfaction and loyalty of a
study. Zikmund (2013) stated that descriptive research popular cafe. Therefore, this research's target
can attain the segments and goal markets, and likewise, population is the ones who have experienced purchasing
it can settle the extent of particular need, perception, at Gloria Jean’s Coffee in Mandalay, Myanmar.
mindset, and opinion of the chosen respondents.
Descriptive research is frequently used to get to the The sample size is the total number of people that the
bottom of the frequency with which something appears researcher is willing to collect the data. Even though
or the relationship between two variables. To present
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larger samples will provide more reliable results, it is screening questions, perceived customer to employee
sometimes unnecessary to sample all the whole target interaction, perceived service quality, perceived value,
population to obtain reliable outcomes (Kotler & customer satisfaction, customer loyalty, and
Keller., 2012). According to Sekaran & Bougie (2013), demographic factors.
the sample size is required to set up to represent the
sample group within the population. To determine the There is only one question in the screening part whether
sample size, the researcher needs to consider the respondents have been visited Gloria Jean’s Coffee. For
factors, which are the confidence level to analyze what the perceived customer to employee interaction,
that the market wants and the budget. Therefore, perceived service quality, perceived value,
assuming a proper sample size would provide an
accurate result of the research. customer satisfaction, and customer loyalty, the five-
point Likert scale is applied as 1= strongly disagree, 2=
In this study, the researcher designed sample size by disagree, 3= normal, 4= agree, and 5= strongly agree.
using references from four previous empirical studies This demographic part includes the respondents' general
conducted by Hapsari, Clemes, and Dean (2017), information, namely gender, age level, income level,
Thielemann, Ottenbacher, and Harrington (2018), and and education level.
Tran (2020).
Data collection
First of all, Hapsari, Clemes, and Dean (2017) intended
the impact of service quality, customer engagement, To achieve specific research objectives, data have
and selected marketing constructs on airline passenger to be systematically collected for the purpose of
loyalty using the sample size of 250 gathering information. In this study, the researcher
applied a source of information that is primary data by
respondents. Likewise, Thielemann, Ottenbacher, and directly distributing the questionnaire to respondents at
Harrington (2018) studied “Antecedents and Gloria Jean’s Coffee, located in the Mingalar Mandalay
consequences of perceived customer value in the Complex. From September 9 - October 6, the researcher
restaurant industry” by distributing 103 respondents. In supplied a survey to collect the data. The target
addition, Tran (2020) investigated “The role of population of this study is the customers of Gloria
servicescape and social interaction toward customer Jean’s Coffee who have experienced Mandalay,
service experience in the coffee stores. The case of Myanmar.
Vietnam” with the sample size of 385 respondents.
Finding
According to Copper & Schindler (2006), the more the
sample size, the estimation precision is improved, and According to the result of this study, the
the error range is reduced. Therefore, based on the three researcher found that 212 respondents were male (53%),
mentioned previous studies, the researcher decided to which is higher than 188 females (47%). Then, 60.3%
apply 400 respondents as the sample size for conducting of the respondents were 21-30 years old for the age
this research. group, and the nationality of 361 respondents (90.3%)
were Myanmar. The majority of the respondents’
In this study, the researcher has applied the education status is a graduate degree, accounting for
questionnaires as the research instrument to collect the 56.8%. Moreover, the researcher also observed that
data of customer loyalty towards Gloria Jean’s Coffee most respondents were those who have income 400,001
in Mandalay, Myanmar. According to Hair et al. (2017), or more, and the occupation of 189 (47.3%) respondents
a questionnaire is a kind of framework consisting of a was student.Hypothesis testing In this research, three
collection of questions and scales prepared to distribute hypotheses were analyzed from objectives and research
primary raw data from the respondents. In this study,
the questionnaire was divided into seven parts: questions to study antecedents and consequences of
customer satisfaction and loyalty of Gloria Jean’s
Coffee in Mandalay.
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Table 1: The Summary of Hypothesis Test Results
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Conclusion According to hypotheses 2 and 3, perceived value saw
the highest beta .674 and
Nowadays, the cafe industry is competitive as the .702, respectively. The researchers would like to
mature status of the market. Therefore, customer loyalty recommend training the employee to get the same
becomes critical in this industry. This research aimed to formula to be constancy for the taste and improve the
explore the influence of perceived customer to better one. Furthermore, the excellent location and the
employee interaction, perceived service quality, reasonable price can help gain more market share and
perceived value, and customer satisfaction on customer more customers. Gloria Jean’s Coffee should offer
loyalty towards Gloria Jean’s Coffee in Mandalay. unique features that distinguish this from other cafes,
which means adding new coffee tastes to the menu.
The data and information were collected from the ones
who have experience of foods and drinks in Gloria Future study
Jean’s in Mandalay. The sample size of this research is
collected from 400 respondents. The researchers This research concentrated on antecedents and
applied non-probability involving purposive and consequences of customer satisfaction and loyalty of
convenience sampling techniques to collect data from Gloria Jean's Coffee. The researcher would like to offer
the sampling units. The descriptive analysis to test all several suggestions for future studies.
research hypotheses based on both Simple and Multiple
Linear Regression analysis was used in this research. Firstly, the researcher applied only four variables in this
According to the researcher’s findings, perceived study: perceived customer to the employee, perceived
service quality has a significant influence on perceived service quality, perceived value, and customer
value. With the exception of perceived service quality, satisfaction to study customer loyalty. There are also
perceived customer to employee interaction, and various options to choose independent variables, like
perceived value considerably influenced customer image, price, and food quality, to enhance customer
satisfaction. Moreover, customer loyalty is significantly loyalty for further study.
influenced by both perceived value and customer
satisfaction. Next, in accordance with this research, it has a
limitation in gathering the information and data from
Recommendation Mandalay, Myanmar only. Other studies can modify the
different geographic area's capacity to realize the
Along with the data analysis, this study can assist the overall perception of Gloria Jean’s in another target area
management and marketing teams of Gloria Jean’s because customer loyalty can be different along with
Coffee in Mandalay to understand which factors might cultures.
be the most influential on customer loyalty,
Lastly, the researcher emphasized only one branch in
which is the key to every business. Identifying the Mandalay. Thus, future studies can focus on other
target segmentation of highly specific prospects is the branches in Yangon and other states in Myanmar. As the
most critical thing for Gloria Jean’s marketing team. researcher highlighted on one brand in this study, further
studies can concentrate on other brands.
Based on the investigation of hypothesis 1, the beta of
perceived service quality is .846 and strongly affected References
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Examining Factors Influencing Brand Loyalty towards Fast Fashion Brand
in Dhaka, Bangladesh
Antara Chowdhury1 and Sirion Chaipoopirutana2*
1Master of Business Administration, Marketing, Assumption University
Email: [email protected]
2Business Administration, Assumption University
Email: [email protected]
Abstract
Today’s fashion market is highly competitive and the constant need to ‘refresh’ product ranges gives
consumers endless options to choose from which is why brand loyalty plays an important role for
business’s to retain their consumers. The purpose of this study is to examine factors influencing brand
loyalty towards a fast fashion brand in Dhaka, Bangladesh. 400 respondents were applied in order to
investigate the statistical treatment of the data. Data were collected by using survey questionnaires and
both simple linear and multiple linear regression analysis were used to test the hypotheses. The results
indicate that there is a relationship between each variable for brand loyalty. Among them, social media
marketing in term of responsiveness has the strongest influence on value consciousness followed by
brand consciousness. Also, brand personality has the strongest influence on brand loyalty followed by
social media marketing and brand uniqueness. The findings of this research will be beneficial to not
only Aarong but also for other fast fashion brands. It can support data which may help the fast fashion
industry to modify and improve more effective and proficient marketing tools and business model based
on the knowledge of the influences of the factors in this research in order to create brand loyalty and
accomplish the ultimate goals of the organization.
Keywords: brand loyalty, social media marketing, brand consciousness, value consciousness,
perceived quality, organizational associations, perceived value, brand personality, brand uniqueness.
Introduction income population to have access to in trend
clothing at cheaper prices (Caro & Martínez-de-
Retail sales are an important economic Albéniz, 2015). The situation of the competitive
indicator because consumer spending drives much nature of the fashion industry in Bangladesh is also
of our economy – with all the people and companies identical. Major local fashion retailers such as
involved in producing, distributing and selling Aarong, Shaada Kaalo, Yellow and many others
goods and service that you use on a daily basis, closely work with the local community and are
clothing is among one of those many important inspired with the Bangladeshi heritage and global
goods. As the late 1990s and 2000s approached, style trends to bring innovative ready-made apparels
low-cost fashion reached a peak and online shopping that is a combination of both traditional clothing,
was also starting to take off where inspirations for fusion styles and western clothing as well. (Ahmed,
design elements from top, luxury fashion brands Jashim & Kabir, Md & Uddin, Jasim & Ferdous,
were taken and reproduced quickly and cheaply, Mirza, 2014). Consumers’ attitude is changing in the
which enabled a huge percentage of the general present scenario, with the rise of tailoring costs and
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comparatively less charges of branded outfits; they with the best prices. Social media have inexorably
are increasingly being attracted towards ready- changed how consumers and marketers
mades (Rajput et al., 2012). Therefore, many brands communicate (Hennig-Thurau et al., 2004;
not only have to focus on attracting new customers Nambisan and Baron, 2007)
but also maintaining existing customers by offering
the best experiences to ensure they can build loyalty Brand consciousness: Brand consciousness refers
to retain them in order to survive within a highly to the mental orientation to select products that are
competitive industry. Bangladesh’s RMG sector has well-known and highly advertised brand name
many factors that attract global attention: The (Sproles and Kendall, 1986). Consumers often
biggest factor being the quick returns this segment express personal characteristics and preferences
offers the investors. This is the only sector in the through brand (Manrai et al., 2001).
country that gives returns in 3 to 5 years. Also, being
the second biggest apparel exporter globally, there Value consciousness: Value consciousness is
are huge growth opportunities that the sector offers. defined as “a concern for paying low prices, subject
The biggest strength that Bangladesh has over its to some quality constraint” (Lichtenstein et al.,
competitors is its cheap and vast workforce. The 1990, 1993, Ailawadi et al., 2001). Value-conscious
minimum wage in Bangladesh is lower than that in customers tend to be concerned equally about low
China, Cambodia, India, and Vietnam. This prices and product quality (Sharma, 2011).
paragraph above highlights the strength, levels of
competition and diversity in the Bangladesh fashion Brand personality: Brand personality is defined in
industry. (www.textiletoday.com.bd/rmg-exports- terms of the various traits or characteristics that
witnessed-8-76-growth-fy18/ accessed on 9 July, brands can assume from the perception of
2019). Based on the previous empirical studies, consumers (Aaker, 1991; Keller, 1993). Previous
brand loyalty is an important indicator for an research maintained that brand personality affects
organization to retain its current customers and also how consumers feel about the brand, which can
attract future customers. Branding literature impact the level of brand loyalty (Sung and Kim,
indicated that marketers can enhance their brand 2010).
loyalty by strengthening consumer-brand
relationships (Aaker, 1996; Fournier, 1998; Perceived value: Perceived value is defined as the
Kapferer, 1998; Keller, 1998). Valuable consumer- customer’s overall assessment of the utility of the
brand relationship results in many benefits to the brand based on perceptions of what is received (e.g.
consumer, such as product or service quality, price quality, satisfaction) and what is given (e.g. price
and special treatment (Liao et al., 2014; Chen and and nonmonetary costs) relative to other brands
Hu, 2010). The foundation of this study is relying on (Netemeyer et al., 2004). Similarly, Holbrook
brand loyalty, social media marketing, brand (1999) defined value as a ‘trade-off’ between
consciousness, value consciousness, perceived benefits and sacrifices.
quality, organizational associations, perceived
value, brand personality and brand uniqueness in the Perceived quality: Perceived quality is defined as
field of fast fashion industry. “the consumer’s judgment about a product’s overall
excellence or superiority” (Zeithaml, 1988). It is not
Literature Review the objective quality of the product but consumers’
subjective evaluations which depend on their
Social media marketing: Social media marketing is perceptions (Buil et al., 2008; Zeithaml, 1988).
“a broad category of advertising spending, including
advertising using social networks, virtual worlds, Organizational associations: Organizational
user-generated product reviews, blogger associations that are often important bases of
endorsement, RSS feeds of content and social news differentiation and choice include having a concern
sites, podcasts, games, and consumer generated for customers, being innovative, striving for high
advertising” (Tuten, 2008). Consumers use social quality, being successful, having visibility, being
media to find information about desired products oriented toward the community, and being
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a global player (Aaker, 1996b; Burt and Davies, H1o: Social media marketing is not influenced on
2010). value consciousness
Brand uniqueness: Uniqueness is defined as the H1a: Social media marketing is influenced on value
degree to which customers feel the brand is different consciousness.
from competing brands – how distinct it is relative
to competitors (Netemeyer et al., 2004). Brand H2o: Social media marketing is not influenced on
loyalty: Brand loyalty can be explained by the brand consciousness.
situation that consumers are likely to buy a brand
again and recommend it to others (Bapat and H2a: Social media marketing is influenced on brand
Thanigan, 2016). Brand loyalty is the degree of a consciousness.
consumer’s brand attachment, and it is a
H3o: Social media marketing, brand consciousness,
critical factor to the brand performance (Pappu et al., perceived quality, organizational associations,
2005). perceived value, brand personality, brand
uniqueness, and value consciousness are not
Materials and Methods influenced on brand loyalty.
Based on the conceptual framework, the H3a: Social media marketing, brand consciousness,
following three hypothesis (H1 to H3) shows the perceived quality, organizational associations,
relationship between independent and dependent perceived value, brand personality, brand
variables. To verify whether or not these variables uniqueness, and value consciousness are not
are significantly related, each hypothesis was tested. influenced on brand loyalty
.
Figure 1: The proposed Conceptual Framework
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Data Collection Results and Discussions
The target population of this research consists of The findings of the descriptive analysis as shown in
both male and female who have the experience of Table 1 proved the highest percentage of gender
purchasing from Aarong store branches based in shows being females at 72.3% and males 27.8%. In
Dhaka, Bangladesh. 400 questionnaires were terms of age, the highest number of Aarong
distributed to all selected branches in Dhaka by customers were respondents’ aged between 31 to 35
using a face-to-face approach during March. The are the majority of the respondents which account
researcher divided the questionnaires into four parts: for 24.8% (99 people) and 20 and below for 6.0%
screening questions, independent variables, (24 people) were the lowest respectively. On the
dependent variable and general information in order other hand, majority of the respondents have the
to ascertain clarity. For screening question (1), the income between 30,001 to 50,000 taka which
researcher used simple category scale method. 30 accounts for 42.5% (170 people) and less than
questions regarding each independent and 10,000 taka accounts for 1.5% (6) as the lowest
dependent variable have been adopted from percentage of respondents respectively.
previous studies in the form of a five-point Likert
scale method. The five-point Likert scale defines There are two types of inferential analysis,
different numbers representing different opinion namely: simple linear aggression and multiple linear
levels: 1 = strongly disagree, 2 = disagree, 3 = regression analysis. In this research, the findings of
neither agree nor disagree, 4 = agree, 5 = strongly hypothesis testing were applied by using both Single
agree. The respondents were asked about 3 general and Multiple Linear Regression. Table 2 shows the
information such as gender, age and income level. summary of findings of hypothesis testing of this
study.
Table 1: Findings of Descriptive Analysis
Demographic Factors Characteristics Frequency(f) Percentage (%)
Gender Female 289 72.3%
Age 31- 35 years 99 24.8%
Income 30,001 to 50,000 taka 170 42.5%
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Table 2: The summary of results hypothesis analysis by using singular and multiple linear regression
Hypothesis Description Variables Standardized Coefficient Sig. Level
(Beta)
H1: Social media Value consciousness .908 .000
marketing is not influenced
on value consciousness
H2: Social media .341 .000
marketing is not influenced Brand consciousness
on brand consciousness
H3: Social media Social media marketing .322 .000
marketing, brand Brand uniqueness .202 .049
consciousness, perceived Perceived value .106 .264
quality, organizational Organizational association .032 .461
associations, perceived Perceived quality -.001 .987
value, brand personality, Value consciousness -.201 .009
brand uniqueness and Brand consciousness -.568 .000
value consciousness are Brand personality .980 .000
not influenced on brand
loyalty.
Discussion Aarong’s clothing range is priced from low-value to
high-end, giving customers a wide selection to
Based on the results of Hypothesis 1 and 2, the choose from and regardless of their price range,
researcher found that social media marketing in term Aarong ensures quality materials. Thus, as Rahman,
of responsiveness has the strongest influence on M. and Mannan, M. (2018) discusses, a fashion
value consciousness followed by brand clothing brand’s overall ranking as a top retailer
consciousness. This result can be concluded that assists directly or indirectly to help fashion clothing
customers of Aarong are well-informed and aware customers to reduce their time in searching,
about the value of Aarong as a brand in comparison identifying of and differentiating the best-ranked
to other brands and its product and price ranges fashion outlet to purchase from among other brands
through their social media channels. Aarong is the and for their respective price-range. An example to
largest and oldest fashion retailer in Bangladesh, showcase the strength of Aarong and its social media
successfully running for 41 years. Aarong maintains marketing activities; Aarong has won 4 awards in
a high degree of brand consistency across all its the ‘Digital Marketing Award’ ceremony, an
platforms, including social media, in terms of initiative of Bangladesh Brand Forum, on Saturday,
marketing which helps elevate its brand and value. 24th November, 2018. Aarong received the grand
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prix and gold awards for the 'Best Use of Facebook' purchased Aarong clothing items for long duration
for two of its campaigns as well as two silver awards of times, if not for everyday wear but a compulsory
for the 'Best Use of Search' and 'Best Use of under choice for festive wear.
Ten Seconds Videos’ (www.aarong.com).
Additionally, another example to support the Recommendation
hypotheses would be Aarong ran campaigns on the Although Aarong is one of the oldest and
social media site, Facebook which successfully
bought in: 22% increase in online purchases, 3X largest retail stores in Bangladesh for fast fashion
increase in new customers for online store, 69% and also has a massive presence digitally with a
increase in website traffic and 12 million people functioning website and social media pages –
reached for the year of 2017. Bangladesh’s fast fashion industry has improved
(www.facebook.com/business/success/aarong). drastically in the past decade and Aarong faces
intense competition with multiple fast-fashion
Based on the results of Hypothesis 3, the houses who have also become household names
researcher found that brand personality has the among consumers. One of the key factors to a long-
strongest influence on brand loyalty followed by term successful business is to continue retaining
social media marketing and brand uniqueness for customers for the long period and elevating branding
Aarong. Therefore, the researcher can conclude that tactics continuously to build brand loyalty. Based on
customers of Aarong find the brand to be an the results, this study can support Aarong to examine
attractive and powerful which produce unique fast the factors that influence their brand loyalty. The
fashion clothing items. Aarong, provides following are the recommendations from the
sustainable, locally handcrafted products that researcher as the reference for future studies to do
support a uniquely Bangladeshi lifestyle while better research in the future.
encouraging social change, they run marketing
campaigns with its mission of alleviating poverty According to the results of Hypotheses 3,
and empowering rural artisans, especially women. perceived value, organizational association and
Aarong is also a social enterprise of BRAC, the perceived quality does not have a significant
world’s largest non-governmental development influence on brand loyalty. Therefore, the researcher
organization and has a growing presence outside of would like to provide some recommendations based
Bangladesh – through fair-trade networks and the
online shop where they continue to broaden the on the results. In order to improve perceived value
market for Bangladeshi crafts globally, creating and perceived quality, the researcher recommends
more opportunities for artisans to protect their age- Aarong to further invest in introducing innovative
old art and livelihoods (www.aarong.com). As Cole, new sub-fashion lines over shorter time periods to
G. (2015) discussed brand personality is the process keep up with fast-paced trends in the industry. The
by which people ascribe human traits to brands to
understand and evaluate them better. Each direct and sub fashion lines should also be priced competitively
indirect encounter with the brand shapes consumer so that potential customers are attracted to purchase
perceptions. Studies additionally point out how from the clothing line. Aarong is majorly invested in
people use brand personality as a means to producing designs that usually are very traditionally
determine which brands they best identify with. For “Bangladeshi” in outlook, which may hamper the
example, customers visiting Aarong use it as a one-
stop shop for their fashion needs for themselves, perceived value as the fashion industry trends are
families, friends etc and Aarong has been one of the becoming more westernized by the years and many
top choices for generations of families to purchase of the competing fashion houses stock a collection
fashionable clothing items as gift purchases or of both local and global fashionable trend designs.
special occasions such as Eid, Pahela Baishakh etc Additionally, for example, lower-priced Aarong
which can hold high sentimental value and
emotional attachment to the brand. It is culturally clothing items tend to be of very poor quality as of
traditional to purchase new clothing items during the recent times. If Aarong has to increase their price
special festivals in Bangladesh for oneself or as gifts margins to maintain quality, it is a better strategy to
and after few conversations with the active adapt to; to sustain their brand image and quality
customers, the researcher has noticed a pattern of levels at all times to maintain customer’s perception
many customers holding sentimental value to having
of Aarong values and qualities. To improve
organizational association, Aarong can always opt to
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do increased CSR (Corporate social responsibility) thesis advisor, Asst Prof. Dr Sirion Chaipoorirutana
for investing a great amount of dedicated time,
activities or also take the initiative to publicize their patience, motivation, valuable advices and guidance
community work. Newer generations may not be as throughout the course of the study to help me
aware about the value of Aarong and its previous complete my research. I would not have been able to
and continuing contribution to the industry and smoothly complete my study without her constant
society and what the brand’s values stands for to be guidance.
interested to purchase Aarong clothing line solely Then, I would like to express my gratitude
based on biased interests regarding the brand’s to Chairman Dr. Apichart Intravisit and committee
organizational associations. So it is important members for their encouragement, valuable
Aarong evaluate and design marketing tactics that comments, questions and suggestions that supported
will help reinstate the values the brand supports to me to develop a better thesis. Thirdly, I would like
to offer my sincere appreciation to Aarong
the public and potential customers on a more management team that allowed me and my team to
frequent basis. collect the data at the stores and helped answer all
my queries as requested and my respondents for
Further study their precious time and corporation to help complete
This research is intended to comprehend examining my data collection section.
factors affecting brand loyalty towards a fast fashion
brand in Dhaka, Bangladesh. The following are the Finally, I would like to express my deepest
recommendations from the researcher as the thanks and gratitude to my beloved family for their
reference for future studies to do better research in unconditional support, love and understanding. I
the future. would also like to express my deepest gratitude to
In this research, the researcher applied eight few friends who have gone above and beyond to
independent variables such as brand consciousness, assist me in the duration of my thesis as well.
social media marketing, value consciousness,
perceived quality, perceived value, brand References
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in the future. The Free Press, New York, NY.
This research is particularly conducted through 400
questionnaires from the customers at five branches Ahmed , Chowdhury, Uddin, Ferdous MM. (2014)
in Dhaka, Bangladesh. This research only focuses on
selected five branches in Dhaka, Bangladesh. Sadakalo: Marketing of Traditional
Aarong has multiple branches all over the country in Fashion in the Modern Fashion Industry.
major cities such as Chittagong, Rajshahi and Vision.18(2): 125-135.
Barishal. Therefore, the results may not be
generalized to all customers of Aarong all over the Caro, F. and Martínez-de-Albéniz, V. (2015), “Fast
country. In the future, further researchers may
extend the population to include more branches in fashion: business model overview and
Bangladesh. This may describe different effects on research opportunities”, in Agrawal, N. and
brand loyalty. Moreover, further researchers may Smith, S.A. (Eds), Retail Supply Chain
apply this research model to study other fast fashion Management:Quantitative Models and
brands in Dhaka, Bangladesh. Empirical Studies, Springer, New York,
NY, pp. 237-264.
Acknowledgement
I would like to thank everyone who gave Huang, Chao-Chin. (2017). The impacts of brand
me strong support and helped me to accomplish this
thesis well. Firstly, I would like to express my
sincere gratitude and endless appreciation for my
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experiences on brand loyalty: mediators of Washburn, J.H. and Plank, R.E. (2002),
brand love and trust. Management “Measuring brand equity: an evaluation of
Decision. 55.
a consumer-based brand equity scale”,
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loyalty: The mediation effect of brand and
value consciousness", Asia Pacific Journal
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programs and consumer loyalty - Evidence
from mobile phone users in an emerging
market. Journal of Product & Brand
Management. 25. 651-662.
Rahman, Muhammad & Mannan, Mahafuz. (2018).
Consumer online purchase behavior of
local fashion clothing brands: Information
adoption, e-WOM, online brand familiarity
and online brand experience. Journal of
Fashion Marketing and Management. 22
Rajput, Namita & Gandhi, Indira, Khanna,
Akanksha (2012). Consumers' Attitude
towards Branded Apparels: Gender
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developed and emerging markets:
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personality on brand trust and brand
affect”, Psychology and Marketing, Vol.
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Szőcs, Attila & Beracs, József. (2015). A Causal
Model of Consumer-Based Brand Equity.
Acta Universitatis Sapientiae: Economics
and Business. 3. 10.
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FACTORS AFFECTING THE HIGH SCHOOL TEACHERS’
COMPETENCE AT PRIVATE HIGH SCHOOL IN YANGON,
MYANAMR DURING PANDEMIC COVID-19
Hnin Su Wai1 and Prasak Santiparp2*
Student, M.Ed in Educational Manageemnt (International program), Faculty of Social Sciences and
Humanities, Mahidol University, Thailand, E-mail : [email protected]
2 Lecturer, Faculty of Social Sciences and Humanities,Mahidol University
*Corresponding author. E-mail: [email protected]
Abstract
Teachers are the key implementers of the education system so their competence to teach during
pandemic Covid-19 will contribute to continuing the quality education for the students. The aim of
this research is to identify the factors affecting the high school teachers’ competence at private schools
in Yangon, Myanmar during pandemic Covid-19. 261 private high school teachers from a total of
1,777 from the 4 districts of Yangon were selected using multi-stage random sampling. Sequential
mixed-method was employed for the research. First phase was the qualitative study. 9 in-depth
interviews were done at national level, school level and individual level stakeholders to find out the
factors that may have impact on the private high school teachers’ competence during pandemic Covid-
19. Second phase, the quantitative questionnaire was built based on the content analysis of the
responses. Among the various factors learnt from the previous researches and qualitative interviews,
stepwise multiple regression analysis revealed that the factors of (1) teachers’ motivation (2)
preparation for the teachers (3) professional environment (4) teachers’ attitudes and (5) compensation
are the predictive ones for the teachers’ competence. This paper explains the relation of the predictive
factors as well as the relation between the motivation and the teachers’ competence employing the
motivational theories.
Keywords: teachers’ competence, Covid-19, affecting factors, Myanmar
Introduction measures to protect the transmission is to keep the
social/physical distancing and staying home,
Since the Covid-19 pandemic started in
December 2019, it has spread momentously in a wearing masks and face shields (WHO)1. This
few months across the regions that World Health
Organization (WHO) announced the pandemic pandemic impacts on different aspects of the
alert in March 2020. The best preventive education sector too. Because of its rapid
infection rate, it is not safe for the students to
1 https://www.euro.who.int/en/health-topics/health- 19/news/news/2020/3/who-announces-covid-19-
emergencies/coronavirus-covid- outbreak-a-pandemic
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attend schools in the class as well. Most situation is contained, the governments put every
governments around the world have temporarily effort to reopen the schools for the children.
closed the schools to contain the spread of the Nevertheless, teaching during the Covid-19
contagion. According to UNESCO, this closure situation will not be the same from teaching in
of schools national wide impacts on over 72% of normal situation. Everyone has to adapt to new
students’ population around the world adding normal life style as well as teachers have to
millions more in some countries for localized perform their tasks in the new normal lifestyles.
closure2. Many scholars pointed out that students
especially the disadvantaged students are affected Due to these changes, the teacher’s
from losing of learning opportunities as well as competence to perform their tasks and
other social well-being. In United States, responsibilities may also be impacted by some
researchers documented even loss of learning in factors. Teachers are the key drivers of the
summer lead to losing the skills and knowledge education system and their ability and
the students already gain. This disruption in competency to perform teaching learning is the
education has impacted on the individual and heart of the quality of education. Hence, it is
prospects of the communities (OECD, a crucial that they are supported as necessary to
framework to guide for education response to the keep their competency in performing their
responsibilities during the pandemic situation and
COVID-19 pandemic of 2020)3. in new normal teaching. By knowing the factors
that can affect the teachers’ competence, policy
USAID (2005) defined crisis in makers and school managers can provide the
education as the circumstances in which necessary support and care for the teachers to
children’s access to education is in jeopardy4. carry out their tasks competently.
Therefore, the country government and the
world’s educational organizations attempt to Myanmar is also one of the pandemic
response immediately to this situation. A possible affected countries. The usual school year starts at
recommended solution was to employ the online the beginning of June. Because of the pandemic
platforms to continue teaching learning. transmission locally, the school opening was
However, there are a lot of obstacles to use online delayed in 2020. In July 2020, the first wave local
especially for the disadvantaged children, it is not transmission was contained and the government
an accessible way to learning as well as it cannot opened the public and private high school levels
be widely and immediately used in the first. However, the schools have to follow and
underdeveloped regions. As soon as the pandemic prepare the criteria from the guidelines instructed
2 https://en.unesco.org/covid19/educationresponse
3 https://www.hm.ee/sites/default/files/framework_ 4http://www.columbia.edu/~dsb33/Assests/BurdeE
guide_v1_002_harward.pdf dCrisis11-11-05%5B2%5D.pdf
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by the Ministry of Health and Sports and the responsibilities of students’ learning and some
necessary duties in this situation. The teachers
Ministry of Education.5 may also need extra allowance and compensation
for their efforts and motivation. There may also
The changes and adaptation to the be other factors which can support the teachers to
Covid-19 situation may include teaching in the be motivated or perform better for the situation. It
new normal styles and situation. In the classroom, would be crucial to learn which factors impact on
the students and teachers have to stay six feet the teachers’ competence in this Covid-19
away from one another. Everyone has to wear situation so that the teachers are supported as
masks and face shields at schools. The teachers necessary.
have to take extra responsibilities to check the
students’ temperature, and monitor when the Therefore, this research was conducted
students come to the schools. Moreover, the with the aim of identifying the COVID-19 impact
school timetable is shorter during COVID-19 factors on high school teachers’ competence in
situation. The Ministry asked the school time to education response to the pandemic crisis and
be not more than 50 minutes per period and not how to support the teachers from the perspectives
more than 4 periods per school day as students of key stakeholders and teachers. The research
should not stay in masks so long6. Therefore, focuses on the private schools as there are limited
teaching time may be a different factor to number of researches and literature related to
consider in the COVID-19 context. In addition, private school teachers’ competence and support
new curriculum is launched for Grade-10 that yet in Myanmar. Moreover, during COVID-19
focus on development of 5Cs: collaboration, period, high schools are actively continuing the
communication, creativity, critical thinking and education through teaching online or reopening
citizenship. Therefore, the lessons include the the schools with preventive measures. Hence, it
activities and projects. The students need to work would be more interesting to research the high
together in pairs and groups as well as to interact school teachers’ competence at private schools
with each other. Hence, teachers may feel which are operating during the new normal
challenging to teach interactive lessons in social situation.
distancing situation. These new normal
conditions may have impact on the teachers’
performance in one way or the other.
In addition, it is important that the
teachers feel willing or feel positive to taking
https://www.facebook.com/moe.gov.mm http://www.moe.gov.mm/
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Materials and Methods psychological and educational principles and his
Teachers’ competence and its dimensions to knowledge of the general and specific subject
assess matter to be taught. The second one includes
those linking with the teachers’ personality,
Competence was defined as the ability of an interest, attitudes, beliefs, behaviors and working
individual which refers to the ability based on relationship with pupils, and other individuals.In
knowledge, skills and attitude to perform a task addition, the study conducted by Wang Pei and
that is entrusted with good and excellently Chen Shujuan (2008) revealed that the model of
(Sandberg, 2000). Hence it can be assumed that features of teachers’ competence comprises eight
teacher’s comptence is the set of skills, components: the teachers’ professional
knowledge, values and behaviours. In a broader knowledge, his cognitive capability, his ability to
way, teachers’ competence is how well the monitor and control his teaching process, his
teachers perform and response to the situation in career motivation, his career management, ability
and outside the classroom as a professional. to cooperate and communicate with others, views
Coherence between elements of knowledge and of his students, and being worthy of the name of
skills inside and outside of the classroom will be a good teacher.
able to produce teachers with good According to Shavelson et al., (2002) a
communication skills, wise in adapting to the person might form a response to a situation by
environment and capable to interpret its ability to calling on a complex set of skills; those skills
give a meaningful contribution especially to might change as the task changes over the course
school and to the world of education.The of the assessment. Therefore, competence is a
constructs of a teachers’ competence can contain complex set of abilities a person may use to
many different aspects depending on the response to a situation. In the other word,
functions he or she has to perform (Olaleye & competence is a observable behavior of a teacher.
Oluremi, 2013). Moreover, it can also be said that Hartig, et.al. (2008) defined competencies for
the teachers’ competence has various dimensions, educational context as “complex ability
which include curriculum competence, research, constructs that are closely related to performance
life-long learning, social-cultural, emotional, in real-life situations.” Therefore, the competence
communication, information technology and can be known through a person’s behavior or
environmental competencies are generally response in a real-life like situation.
included in a teachers’ competencies framework
(Selvi, 2010). According to Kalra (1997) as in Besides, when talking about
Aziz (2010), teachers’ competence can be competence, there should be a standardization or
categorized broadly into two. The first one the framework to know the level or the
includes those involving the teachers’ mental development. Shavelson (2010) again claimed
abilities and skills, understanding of that competence involves: (1) a physical or
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intellectual ability, skill or both; (2) a teachers’ personal competence which is only
performance capacity to do as well as to know; revealed in a corresponding teaching
(3) standardization of the conditions under which environment. Teachers’ relationship with
performance is observed; (4) some level or
standard of performance as ”adequate,” colleagues is also part of the teaching
”sufficient, “proper,” ”suitable” or ”qualified”; environment. Zwart (2007) pointed out that the
and (5) improvement. The standardized
relevance of relationship among colleagues,
framework for the behaviour or performance is especially the collegial co-operation and friendly
also necessary for measuring the competence. relationship. Clement and Vandenberghe (2000),
Sleegers et al. (2002) mentioned that the
Having reviewed the definitions, and dependence of the extent of collaboration and
characteristics of the teachers’ comptence, this studying on the creation level of professional
study employed the standard framework and its learning opportunities. Through this literature, it
described set of behaviours to assess the teachers’ can be seen that teachers’ own motivation and
competence. It is the country standard framework attitudes matters for the competence as well as the
for the teachers’ comptence so it is contextualized environment and external factors.
and localized. It covers both the teaching In another study, it was shown that
competence which is the role of the teacher in the personality trait like anxiety, mental adjustment,
classroom, directly linked to the act of teaching extroversion, job satisfaction and teaching
(pedagogical content knoweldge) and teachers’ attitude were found to be significantly affecting
comptence which is the wider systemic view of on teachers’ effectiveness (Mutha,1980). Linking
teacher professionalism; this includes the role and with the teachers’ attitude and interest,
responsibility of the teacher as an individual, motivation to learn is also an important factor for
within the school, the local community and as a teachers’ competence. Evanciew and Rojewsky
participant in professional networks. (1999) stated that competency can be established
Factors affected the teachers’ competence through effective communication and continuous
learning efforts that are part repair. Adult learning
Tambunan (2014) mentions the factors theory includes intrinsic motivation, problem-
solving task, and the value of approaching
that affect the competence of teachers are school learning activities (Heerman, 1986, pp. 117-124).
Hence, competency development of the teachers
leadership, school culture, school facilities, may be central to teachers’ motivation to learn
and improve themselves.
motivation, achievement motivation,
Through the previous literature and
compensation, job satisfaction, the interest of stuides, factors affected to teahcers’ comptence
can be seen in two differnt categories of factors .
teachers, teacher attitudes, and creativity of
teachers. Moreover, Kane (1992) also claimed
that teachers’ professional competence is
positively affected by teaching environment, and
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They are intrinsic and extrinsic factors. The experience (3) salary (4) housekeeping),
intrinsic factors come from the teachers' own teachers’ intrinsic factors ((5) motivation to
personality, motivation and attitudes while the teach,, (6) teachers’ attitude towards adapting
extrinsic factors are the school management and the changes) and extrinsic factors ((7)
leadership, compensation, facilities and professional environment (8) leadership and
professional environment. In this study, the management, (9) facilities provided for the
relevant factors are adapted to research context teachers, (10) preparation for the teachers before
Covid-19 conditions and are being employed in the schools open, (11) compensation) and new
the analysis. normal situation factors ((12) school time and
schedules, (13) teaching in the new normal
Research Methods situation.)
Sequential mixed-method was employed to Results and Discussion
identify the most affected Covid-19 factors on the
teachers’ competences. Firstly, the qualitative The responses from the qualitative semi-
research was conducted to find out the situation structured interviews were analysed using the
of the Covid-19 and to adapt the factors in the content analysis. It was found out that (1)
context. This included interviews to the 9 teachers’ motivation, (2) teachers’ attitudes (3)
professional environment (4) facilities provided
respondents from national, school and grass root by the schools (5) compensation for the teachers
levels through face-to-face, on phone and zoom (6) leadership and management (7) preparation
communications. Secondly, the cross-sectional for the teachers (8) time limitation and school
survey of teachers’ competences with Covid-19 schedule (9) teaching in new normal conditions
factors (from first phase) and analysing the
competence affecting factors of high school are the important components that may contribute
teachers were done. Stratified random sampling to the teachers’ competence. Therefore, those
method was used to select sample from the total factors were added to the components to test in
population of private high school teachers 1,777.
According to the Krejcie and Morgan (1970) the multiple regression analysis in addition to the
table, the sample size should be 317. However, teachers’ demographic and personal information,
there were some limitaitons during the pandemic and school information. Moreover, from the
and the quantitative survey could be conducted to interviews, it was also showed that the teachers
only 261 private high school teachers in Yangon. and the school leaders usually have supportive
relationships to each other. Some of the schools
Variable tested still give salary even during the school closure
due to Covid-19 transmission..The teachers
The variables tested are altogether 13 after the consider for the school and willing to perform the
bivariate analysis. They include the personal extra duties. In terms of facilities, the schools
information of the teachers ((1 ) age, (2) cannot provide the necessary equipment
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sufficiently as well as for the transportation The level of the teacher’s competence
except from small arrangement for the teachers was found to be high level in average. There are
such as providing hand gels, masks, refreshments
etc. However, the teachers’ do not mind about it. altogether 15 components of competence in the
They are happy as long as they still have the jobs framework. It was found that the teachers have
and they can teach during the crisis. The teachers
also talked with one another to share the teaching highest standard of competence in almost half of
experience during the Covid-19 pandemic. the components (7 components) while they have
Hence, in this crisis situation, it is vital that both
school leaderhsip and the teachers work hand in the high level of competence in other 8
hand to face and overcome the challenges. The components. (1) Know the subject content, (2)
teachers’ competence level is found out to be in teach curriculum content, (3) assess, monitor and
high level yet not the highest level. Therefore, it support on students learning, (4) service to
can be assumped that the private high schools in community leadership, (5) promote quality and
Myanmar are supporting the teachers in these equity, (6) reflect on own teaching, (7) practices
factors to a certain extend yet there may be more in professional learning have the highest level of
they can support to the teachers to perform better average. (1) know how students learn, (2) know
appropirate use of technology (3) knwo the
In quantitative analysis, the process for communication (4) know the
respondents’ demographic and personal data curriculum (5) create supportive safe learning
were analysed using the descriptive statistics. The environment (6) work together with others, (7)
respondents were age-ranged from 19-75 years service to professional (8) engage with collegues
are found to be in the high level of competence.
old with the experience range between 1 and 50
years. 57.9% were females and 42.1% were Table 1. Overall Mean and Standard deviation of
males. Most of the respondents (61.3%) are teacher’s competence
bachelor degree holders and (28%) are Master
degree holders. A few other ndergraduates and Teachers’ Mea Std. Level of
other certificate holders (10.7%). The salary competence n Devia compe-
range is from 20~ to 1500~ USD. 47.1% earn
salary under 300~ USD while 43.7% earn -tion
between 601-900~ USD Around 9% earn over tence
901~ USD. Most of the teachers go the household
chores themselves which is 60.9% and 35.2% 1. Know how 4.13 .561 High
responded to get help from other family members students learn
and a few (3.8%) hire maids.
2. Know 3.94 .631 High
appropriate use
of technology
3. Know the 3.90 .695 High
process for
communication
4. Know the 3.69 .593 High
curriculum
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5. Know the 4.32 .566 Highest situation. They also have the excellent attitudes
.573 Highest towards adapting to the situation. The teachers
subject content .525 High also received the sufficient preparation time and
programs for teaching before the schools reopen.
6. Teach 4.25 .609 High The professional environment, facilities provided
curriculum .595 Highest by the schools, compensation for the teachers, and
content leadership and school management were found to
.529 High be in the high level so it can be assumed these are
7. Create a 4.17 .589 Highest in the good conditions. Then, the teachers do not
supportive sate .573 Highest seem to find the time limitation and school
learning .610 Highest schedule to be burdensome much for them as the
environment .600 High survey shows the level is only moderate.
.584 Highest
8. Work 4.12 .442 High
together with
others
9. Assess, 4.22
monitor and
support on Table 2. Overall of the mean, standard deviation
students and level of components of COVID-19 personal
learning and school factors
10. Service to 4.19
professional
Level
11. Service to 4.34 Components of Mean Std. of
community COVID-19 compo
leadership Devia
factors -tion -nents
12. Promote 4.35 1. Teachers 4.25 .557 Highest
quality and motivation 4.23
equity 4.17 .526 Highest
2. Teachers 3.97
13. Reflect on 4.36 attitudes
own teaching 4.12
3. Professional 4.14 .554 High
14. Engage with 4.10 environment
colleague 4.21 .653 High
4. Facilities
15. Practices in 4.25 provided by the
professional schools
learning .584 High
5. Compensation .602 High
Average 4.15 for the teachers
The level and situation of the 6. Leadership and .627 Highest
components associated to teacher’s competence school
were also analysed using descriptive statistics.
7. Management
The teachers seem to have the highest level of
motivation to teach during Covid-19 new normal 8. preparation for
the teachers
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9. Time limitation 3.32 1.033 Modera performance of elementary school teachers by
and school te Sumantri and Whardani (2017), the findings
schedule suggest that there is a significant relationship
.799 High between the teachers’ motivation and
10. Teaching in 3.54 performance as well as between the professional
new normal .464 High competence and performance of the elementary
conditions school teachers. Therefore, it can be assumed that
motivation is the key factor for the teachers’
Total 4.00 performance or competence.
Stepwise multiple regression was According to the motivational theories
conducted to find out the predictive factors of by Katzell and Thompson (1990), motivation
teachers’ competence. It was revealed that (1) comes from external and internal factors as well.
teachers’ motivation (2) preparation for the This includes the personal and material resource
teachers (3) professional environment (4) provided as necessary so as to remove the
teachers’ attitudes (5) compensation are the most limitation to perform the tasks. Therefore,
significant factors that have impact on the preparation for the teachers can provide time for
teachers’ competence during the Covid-19. the teachers to be prepared and it removes the
personal factor. Moreover, motivational
Table.3 : Predictive factors to teachers’ incentive/reward theory explained that incentives
competence consist of features of the work situation (e.g what
the supervisor says and does) that lead the
Variables R R2 Beta Sig. workers to associate certain forms of behaviours
with a reward. Compensation is a kind of reward
Teachers' .790 .624 .790 .000 and appreciation for the teachers. This can, then,
motivation .699 .402 .000 support for the teachers’ motivation. Group and
norm theory of motivation is in line with the
Preparation for .836 assumption that professional environment is one
the teachers of the key contributors in promoting teachers’
motivation. Working in the presence of other
Professional .856 .733 .283 .000 group members is itself a source of arousal,
environment especially if the other members are perceived as
monitoring and evaluating one’s performance.
Teachers' .862 .742 .182 .004 People are often prone to absorb the attitudes and
attitudes behavioral dispositions of other group members.
Good leadership and supportive colleagues will
Compensation .865 .748 -.120 .021
(constant) .000
In the study on Teachers’ motivation to
achieve and professional competence in the
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positively contribute to enhancing the motivation. that teachers comptence does not only depends on
Motivation is also closely linked with the attitude the teahcers’ own traits, but it also depends on
of the teachers. Attitude theory suggests that these external factors. Therefore, especially
people who have favorable attitudes towards their during the crisis situation, the school leaders and
jobs, and/or organizations will be more highly policy makers should not neglect these factors in
motivated to remain in and perform theri jobs. planning and decision making for the crisis
Hence, these factors – motivation, attitudes, situation as well.
compensation, preparation for the teachers, and
professional environment are the closely related It would also be interesting to further
factors which contribute towards the teachers study the public schools and other education level
performance competence. to learn if the affected factors are similar or there
are differences.
Furthermroe, the study by Nhu Loi &
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Factors Impacting the Continued Use of Social Media: A Case Study of
Senior Citizens in Bangkok
Yanisa Deeananlarp1 ,*, Chompu Nuangjamnong 2 and Kitikorn Dowpiset 3
Bangkok 10330, Thailand
ABAC City Campus 14th Fl., ZEN @ Central World, Ratchaprasong Rd, Pathum Wan,
Pathum Wan Distric
*Corresponding author. E-mail: [email protected]
Abstract
This study aimed to identify the factors affecting senior citizen users of social media in Bangkok,
Thailand. The proposed of this research is also to determine the impact of user satisfaction on the
continued use of social media. This study is quantitative research with several testing such as Cronbach's
Alpha, Descriptive and Inferential Statistics to assess the reliability of the questionnaire analyze
demographic information and testing the hypotheses. The surveys were distributed 400 sets to sample
who are over 60 years old, live in Bangkok, and have used social media. The study results were the
factor affecting user satisfaction are utilitarian benefits and hedonic benefits at a significant level of
0.05, and further impact continued use.
Keywords: Utilitarian benefits, Hedonic benefits, User satisfaction, Continued use, Social media,
Senior citizen.
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Introduction Senior citizens are now primarily active in
social media networks, as their isolation is mostly
Online Social Network services (OSN taken care of by associating with these sites.
also social networking site or social media) is the Online networks, they interact regularly with
tools to connect with other people and also a site certain groups and feel inspired and socially
where people transfer information, connected. The most significant feelings that
communication, relationships to other people, or come with that affection online are the feeling of
the connection between online network and offline social security and the sense of being linked to the
networks which is strongly related to organization rest of the world. Causing many companies to
(Yang SONG, 2015), which include Facebook, compete with platform development in order to
YouTube, Instagram, and Twitter, etc. At the respond to the needs of all ages as much as
present, there are more than 3.48 billion social possible in order to keep customers using the
media users; and according to (eBizMBA, 2019) service indefinitely.
rank, there are 2.2 billion visits to Facebook a
month, followed by YouTube with 1,850 millions Due to the increasing number of senior
of monthly visitors, there are 1.1 billion monthly citizens, Thailand is a complete elderly society.
visitors to Instagram and 375 million monthly to Senior citizens use social media to communicate,
Twitter, respectively. catching up with the news, and for entertainment.
Therefore, preparation for an aging society is a
Nowadays, social media has very important and necessary thing. But the study
dramatic influence and promptly grown of the media with the elderly is still very small
worldwide, OSN services not only have many compared with children and youth. Thus, the
advantages that affect many people but also researcher wants to study in order to understand
provide the benefits of creating and sustaining the senior citizen behavior which may help social
network to support relationships, management, media platforms improve their services.
and prevent from the revealing risks (Trusov et al,
2009). Literature Review
Furthermore, all of these advantages Continued use
can refer to the Utilitarian benefits which are Continued use involves the actions of
instrumental paydays of execution and
accomplishing objective ambitions, including customers and their desire to use social media after
improved comfort, financial return on their initial adoption (Chang, 2013). Similarly,
investment and productivity (Mathwick et al., (Lin, 2014) found that users form opinions about
2001; Sweeney & Soutar, 2001). Or this is a key situations and decide, on the basis of positive or
justification for a user to establish a social network negative feelings, to continue or discontinue the
partnership (Harris et al., 2003). They consist of use of social media. (Hong, 2006) confirmed that
the advantages of relation and details. discovering the expectations of consumers to
continue using social media is a vital part of
Whereas, Hedonic benefits are derived from retaining current customers and sustaining
the experiential feelings or emotions felt through profitability. In comparison, several other studies
use of the facilities (Sweeney & Soutar, 2001). explored the use of social networking platforms in
Hedonic benefits within the literature may relate order to determine users' behavioral intentions to
to an intrinsic desire to have fun and be happy use social media. (Ayeh, 2013a; Kim, 2008a).
(Park-Poaps, 2010). We consist of fulfilment of Continued use habits, including relationship
pleasure and curiosity. longevity, expanded size or reach of interaction,
and suggestion (word of mouth advertising) are
In 2050 the aging population of the planet is the result of users gaining interest from social
expected to hit 2 billion (Department of Economic media. (Reicheld and Sasser, 1990).
and Social Affairs, U.N., 2019). And according to
the United Nations World Population Ageing, User satisfaction
Thailand is undergoing a transition to a complete
aged society, The United Nations state that a Satisfaction is a cognitive or emotional
country that has a population aged 60 years and response that is linked to a specific emphasis, such
older, in the proportion of more than 10 percent of as desires, use and commodity. The solution is
the total population of the world, considers an based on cumulative knowledge and decisions
aging society. Thailand predicted that by 2021 over a given period, like after intake (Giese &
Thailand will completely enter the aging society
with people over 60 years old more than 20 543
percent of the total population.
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Cote, 2000). Studies on the effect of social Unlike utilitarian benefits, Hedonic effects
networking on well-being have been carried out are subjective and are synonymous with inner
by (Best 2014; Chan, 2014), but the findings are relaxation, emotional appetite, enjoyable, and
already contradictory. Few reports have indicated happiness (Kwok & Uncles, 2005) stems from the
consumers satisfied in the usage of social media. experiential affect associated with the object, and
The usage of social networking will promote is therefore the emotional counterpart to utilitarian
connections between individuals (Liu and Yu, value (Babin, 1994; Batra and Ahtola, 1991). In
2013) also can reduce users’ perceived stress the study of (Luk &Yip, 2008) explained that
(Nabi, 2013) and induce positive affect (Oh, hedonic benefits refer to the affective aspect of
2014), leading to an enhanced life satisfaction. online social media user, reflecting an intense
appreciation of service operations and
Furthermore, the accessibility for performance.
correspondence improves the degree of perceived
connection by social media, which can help social Moreover, positive and negative emotions
capital (Ellison, 2007; Valenzuela, 2009), motivate dedication to continued involvement in a
reducing the level of perceived social alienation social interaction that encourages the
(Ahn and Shin, 2013). Additionally, social needs incorporation of hedonic experiences as part of
are the basic needs of individuals who are online social value calculations. (Lawler, 2001).
motivated to fulfill who accommodate their For example, users have the privilege of using
desires (Steverink and Lindenberg, 2006). In other social media such as Twitter, Instagram, and other
words, people expect social interactions to offer platforms by 'killing time' while standing in line at
benefits. the supermarket, laughing at friends' funny
messages, and so on.
Utilitarian benefits
There has been evidence from past research Hypotheses
that utilitarian benefits are measurable and are H1o: Utilitarian benefits has no significant
linked to utility, Including enhanced performance, influence on user satisfaction.
comfort, economic returns on investment and H1a: Utilitarian benefits has a significant
related possession of goods, analogous to the influence on user satisfaction.
theory of economic persons (Mathwick, 2001; H2o: Hedonic benefits has no significant
Sweeney & Soutar, 2001; Chen, 2005). (Chitturi, influence on user satisfaction.
2007, 2008; Na, 2007) say that the term H2a: Hedonic benefits has a significant influence
“utilitarian benefits” refers to the technical, on user satisfaction.
instrumental and therapeutic advantages of H3o: User satisfaction has no significant
consumption services and is known to be similar influence on continued use.
to wants or requires. Furthermore, users gain H3a: User satisfaction has a significant influence
utility from using social media such as Facebook, on continued use.
Instagram, and other sites by building and
maintaining social capital with others, having a Conceptual Framework
social sense of interdependence, connection, and
identification usually resulted in alliances, mutual According to the literature review, the
reinforcement, party affiliations, and purchasing conceptual framework has been built from four
the new items (Ellemers, 1999). People frequently theoretical models by choosing the related articles
communicate and share information within the that have significantly variables match with this
context of their social networks (Granovetter, study. It consists of 4 variables; Utilitarian benefits,
1973). Hedonic benefits, User satisfaction and Continued
use.
This is considered that this form of gain
stems from the cultural and financial benefits that 544
people experience while establishing connections
across social networks. This indicates that
utilitarian benefits are significant incentive for
users to build a partnership with social media
(Harris, 2003).
Hedonic benefits
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Figure 1 Conceptual framework of Factor sampling technique for data collection.
impacting the continued use of social media: A case Respondents are selected according to the needs of
this study and those who do not meet the criteria
study of senior citizen in Bangkok. are rejected. The researcher uses screening
questions such as ‘Do you live in Bangkok?’,
Materials and Methods ‘How old are you?’ and ‘Have you ever use social
media?’ in the questionnaire survey. If the answer
The study aims to determine the factors is either ‘Below 60 years old’ or ‘No’ (never use
impacting user satisfaction which are utilitarian social media), the respondents are directly led to
benefits and hedonic benefits. Second, to the end of questionnaire and would be excluded
determine the impact of user satisfaction on from the study. Questionnaires with missing data,
continued use of social media. Therefore, this insufficient responses, or unmet requirement of
study is purposed to senior citizen user who reside the screening questions were removed from the
in Bangkok. Consequently, as this study would be statistical analysis in order to gain accuracy of
the quantitative research, this study includes many results.
types of analysis such as Cronbach's Alpha,
Multiple Linear Regression, Simple Linear Reliability Test
Regression, and Descriptive Data Analysis.
The researcher decided to perform a pilot test of
Firstly, Cronbach’s Alpha has been used to 30 respondents to determine any discrepancies or
test the questionnaire’s reliability and whether component errors in the questionnaire. Cronbach's
there were any unclear or confusion on the Alpha Reliability test is used to measure and examine
measurement items in the questionnaires. A small questionnaire reliability.
group of 30 samples were conducted a pilot test.
Secondly, Descriptive Data Research has been According to Peter (1979), the Cronbach's
used to determine demographic information of Alpha is the popular metric for calculating and
respondents. Thirdly, Multiple Linear Regression evaluating analysis reliability. Cronbach's Alpha has
has been used to determine the factors impacting a minimum accepted value of 0.6; this ensures the
user satisfaction in Bangkok, composing of researcher will consider Cronbach's Alpha as reliable
utilitarian benefits and hedonic benefits. Fourthly, (Sekaran, 1992). The outcome of the assessment of
the Simple Linear Regression has been used to this research indicated the Cronbach's Alpha level as
analyze the impact of user satisfaction on follows:
continued use.
Table 1: Reliability Test
Target Population The Cronbach’s alpha of each variable
shows that all of the variables are reliable and
According to the number of senior citizens in valid. Besides, the variable has the highest
Bangkok approximately 1,063,871 people. reliability is Utilitarian benefits with the score
Therefore, the target population of this study was 0.946 following by Customer satisfaction with
the senior citizens who are among these 1,063,871 0.937, Continued use with 0.863 and Hedonic
people who use social media. Besides, the benefits with 0.805 respectively.
research data were obtained during May to July
2020. Results and Discussion
Descriptive Data
Sample Size
Descriptive analysis has been used to analyze
The study uses table of Krejcie and Morgan data collection from the 400 respondents who is
(1970) for determining sample size for a finite
population. As the population of senior citizen in 545
Bangkok was recognized to be approximately 1
million people, the sample size for this research is
400 respondents who senior citizen who use social
media reside in Bangkok.
Sampling Procedures
In this study, the researcher applied non-
probability sampling method by using purposive
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senior citizen, use social media and live in User Frequency Percent
Bangkok. Moreover, the descriptive statistics can Behavior
be explained as the process for converting data into
information and can explain the character of the Which social media platforms that you use the most?
respondents as well.
Facebook 122 30.5
In the first part, screening questions such
as ‘Do you live in Bangkok?’, ‘Age’ and ‘Have you Line 228 57
ever use social media?’ were asked. A total of 400
respondents were defined as follows via the YouTube 44 11
frequency distribution.
Instagram 3 .8
In the second part, the demographic
information used is gender, age, work status and Twitter 3 .8
family. The aim is to analyze the characteristics of
the respondents. A total of 400 respondents were Total 400 100
defined as follows via the frequency distribution.
how often each day that you use social media?
1-15 8 2
minutes
16-30 41 10.3
minutes
31-60 57 14.2
minutes
1-2 hours 50 12.5
2-3 hours 88 22
more than 156 39
3 hours
Table 2: Summary of Demographic Factor Total 400 100
How long that you use social media a day? 2
10.8
Demograph Frequenc Perce Not every 8 22.3
nt
ic Factors y day 43 30.8
37 34.3
63 Once a 89
100 100
Gender day
38.3 53.5
Male 148 34.8 2-5 times
18 12.8
Female 252 8.3 5-10 times 123 8.3
.8 11.5
Total 400 100 more than 137 3
9.5
Age (Years) 37.8 10 times 1.5
62.3
60-64 153 100 Total 400
65-69 139 81.5 The propose that influence to use social media.
70-74 72 18.5 Keeping 214
75-79 33 100 in touch with
Over 80 3 friends and family
Total 400 Buying 51
Work status and selling 33
Inspiration 46
Work 151 News 12
Retire 249 To meet 38
Total 400 new friends 6
Stay with family or not ? To
Stay with 326 browse/ time
family waste
Do not stay 74 Other
with family Total 400 100
Total 400 Among all the 400 respondents, its shows
that most of the respondents use Line with 228
Among the sample size, 400 peoples show respondents (57%), following by Facebook with
that 153 respondents were aged between 60-64
years old with the highest percentage of 38.3% 122 respondents (30.5%), following by YouTube
following by 139 respondents who age 65-69
years old with 34.8%, 72 respondents who age 70- with 44 respondents (11%) and lastly Instagram
74 years old with 18%, 33 respondents who age
75-79 years old with 8.3%, and 3 respondents who and Twitter with 3 respondents (0.8%).
age 80 and over with 0.8%
Among all the 400 respondents, 156
Among all the 400 respondents, 249
respondents were retiree (62.3%) and still work respondents use social media more than 3 hours
with 151 respondents (37.8%).
daily (39%), following by a daily usage of 2 to 3
Lastly, most of the respondents stay with
family with 326 respondents by 81.5% and 74 hours by 88 respondents (22%), following by a
respondents who do not stay with family with
18.5%. daily usage of 31 to 60 minutes by 57 respondents
(14.2%), following by a daily usage of 1 to 2 hours
by 50 respondents (12.5%), following by a daily
usage of 16 to 30 minutes by 41 respondents
(10.3%), and lastly a daily usage of 1-15 minutes
by 8 respondents (2%).
Among all the 400 respondents, 137
respondents use social media platform more than
546
Au Virtual International Conference 2020
Entrepreneurship and Sustainability in the Digital Era
Assumption University of Thailand
October 30, 2020
Co-hosted by
10 times (34.3%), following by 5 to 10 times with Based on the result of the testing hypothesis
123 respondents (30.8%), following by 2 to 5 in chapter 5, it shows that there are three variables
times with 89 respondents (22.3%), following by that significant influence on continued use such
once a day with 43 respondents (10.8%) and lastly as, utilitarian benefits, hedonic benefits, customer
not every day with 8 respondents (2%). satisfaction. According to three variables in this
research it shows that all variables are significant.
Finally, most of the respondents use social These results have confirmed by many previous
media for keeping in touch with friends and family studies as follows:
with 214 respondents by 53.4%, 51 respondents
who use as buying and selling with 12.8%, 46 Utilitarian benefits
respondents who use as news update with 11.5%,
38 respondents who use for browse or time waste According to the hypothesis, the result
with 9.5%, 33 respondents who use for inspiration represented that an Utilitarian benefits has a
with 8.3%, 12 respondents who use for meet new significant influence on user satisfaction. The
friends with 3% and lastly 6 respondents who use previous study Mennecke (2008), Chesney,
for work and listen to sermon with 1.5%. Stroulia and Franceschi (2009) and Zhou (2011)
can be supported. It shows that utilitarian benefit
Hypotheses Testing Results is gaining by accomplishing purposive tasks or
A multiple linear regression has been used what the user wants via using social media.
as a statistical analysis approach to evaluate the Hedonic benefits
influence between Utilitarian benefits and
Hedonic benefit towards customer satisfaction. Based on the result of hypothesis testing
shows that hedonic benefit had a significant
Multicollinearity can be computed as it can impact toward user satisfaction. This can be
suggest which unnecessary variable should be supported by the study of Ghani and Deshpande
eliminated. Also, it is suggested by Akinwande et (1994), people who are satisfied with enjoyment
al. (2015) that it is better to have Variance and curiosity as users can browse or search for the
Inflation Factor (VIF) less than or equal to 5 in current status of others using the social media
order to present overlapping variables. Moreover, platform. In addition, the hedonic benefits have
the variable can be explained by using the R- greater impact on user satisfaction (in terms of the
square value, which will show the proportion of path coefficient) than the utilitarian benefits. This
variation in the dependent variable that is based on finding shows that hedonic benefits would be
the independent variable. consistent with the usage objectives and desires of
users.
Table 3: Summary of hypotheses testing
Customer satisfaction
To test the hypotheses, four statistical techniques
were used. All the null hypothesis was rejected. The finding revealed, on the basis of
hypothesis that there was a significant impact of
Conclusions user satisfaction toward continued use. If people
are successful in accomplishing their goals
Discussion and conclusions through the use of social media, their satisfaction
will be improved and their continued use of social
media will be enhanced (Osatuyi and Qin, 2018;
Ozturk et al., 2016).
Conclusion
The study looked at the influence of two
forms of benefits (representing different needs
met through use of social media) on satisfaction, a
547
Au Virtual International Conference 2020
Entrepreneurship and Sustainability in the Digital Era
Assumption University of Thailand
October 30, 2020
Co-hosted by
significant predictor of continued use of social social media sites are urged to pay attention to
media. This study found that continued use was complex trends in user feedback in terms of social
largely dependent on user satisfaction, which was interaction. For example, social media providers
a function of utilitarian and hedonic benefits. could continue to develop various ways to engage,
Overall, hedonic benefits have had the highest such as adding social interaction features to online
impact on satisfaction compared to utilitarian activities, allowing users to build social
benefits. interactions and enjoyment at the same time.
Which will receive both utilitarian and hedonic
Recommendation benefit and lead to customer satisfaction.
According to the finding of this research it Acknowledgments
shows that there variable in this research include
of utilitarian benefits and hedonic benefits have Firstly, I am very grateful to my advisor and
significant on customer satisfaction, and customer co-advisor, Dr. Chompu Nuangjamnong and Dr.
satisfaction has significant on continued use. As a Kitikorn Dowpiset for tireless support and
result, to increase user continued usage social valuable advice for this research. Secondly, I do
media platform providers should develop and appreciate my parents and family for their
improve all variable in this research include of understanding and encouragement. They always
utilitarian benefits, hedonic benefits and customer support me when I felt down and stressed. Thirdly,
satisfaction. I would like to say thank you to ABAC friend for
their assistance with data collection. Finally, I
Firstly, utilitarian benefits are one of the would also like to thank my MBA friends and
significant factor that can influence customer administrative staff for their friendship,
satisfaction based on the standardized coefficient cheerfulness and encouragement during my study.
of 0.397, which can imply that if utilitarian I am extremely thankful to myself for the hard
benefits increase by 1% can raise customer work, great diligence, strong encouragement and
satisfaction by 26.6%. This research also found patience throughout the whole period of the study.
that sharing of information and social connection
have an impact on the continuity of intentions and References
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