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http://dx.doi.org/10.13106/jafeb.2022.vol9.no8.0157

Antecedents to Consumer Satisfaction with Laundry Detergents and Fabric Softeners in Thailand: A SEM Analysis  

CHEEWAPATTANANUKUL, Nawin (College of Innovation and Industrial Management (CIIM), King Mongkut's Institute of Technology Ladkrabang (KMITL))
SAENGNOREE, Amnuay (College of Innovation and Industrial Management (CIIM), King Mongkut's Institute of Technology Ladkrabang (KMITL))
DEEBHIJARN, Samart (College of Innovation and Industrial Management (CIIM), King Mongkut's Institute of Technology Ladkrabang (KMITL))
Publication Information
The Journal of Asian Finance, Economics and Business / v.9, no.8, 2022 , pp. 157-167 More about this Journal
Abstract
The global laundry detergents market in 2021 was valued at nearly $121 billion, with consumers being reported as heightening their search for hygienic products capable of fighting viruses. Therefore, the researchers undertook a study to determine how product innovation (PI), product quality (PQ), and product attitude (PA) effects Thai consumers' satisfaction (CS) with their purchase of laundry detergent and fabric softener. After the questionnaire's validity and reliability confirmation, the authors used multi-stage random sampling by region and province in January and February 2022 to collect 520 questionnaires. LISREL 9.10 was used in the CFA and SEM analysis of the six hypotheses, which were determined to be supported. The results showed that all three causal variables positively influenced CS, with a total effect (TE) R2 value = 87%. Also, latent variable total effect (TE) values showed that PI was strongest (0.93), then PQ (0.56), and finally, PA (0.54). Therefore, consumer satisfaction is essential in a firm's ongoing development and sustainability in a highly competitive, globalized world. Organizations must develop competitive strategies that adjust to consumer needs. Management must monitor online and social media sources where product reviews are given and adjust their strategies accordingly.
Keywords
Product Attitude; Product Innovation; Product Quality; Thailand; Washing Detergent;
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