59-05-032 Proceeding

137 Proceedings of the Princess Maha Chakri Sirindhorn Congress perceived quality of a brand. Bhuian (1997) stated that perceived quality is a judgment on the product’s consistency identification or an assessment on value added of a product. Perceived quality is a customer judgment on the collective product advantages and a subjective feeling on product quality (Zeithaml, 1988). Perceived qualitywill be influenced by elements: past experience, education level, and perceived hazard and conditional variables: buy reason, buy circumstance, time weight, and buyer’s social background (Holbrook and Corfman, 1985). In entirety, perceived quality is a customer subjective judgment on product quality, and he/she will assess product quality from their past encounters and emotions. G. Satisfaction Satisfaction is a post choice evaluative judgment of a particular exchange (Cronin and Taylor, 1992; Westbrook and Oliver, 1991). Fornell (1991) mentioned that satisfaction can be surveyed specifically as a general feeling. Also, customers have a thought regarding how the product and/or service contrasts and an “ideal” norm. Customer satisfaction concentrates on the consumers’ general judgment, including service offers, the service product, sales agents, or other situational variables. Oliver (1981) claimed that “Satisfaction is the customer’s contentment reaction. It is a judgment that a product or service characteristic, or the product or service itself, gave a pleasurable level of utilization related satisfaction, including levels of under- or over- pleasure.” Oliver (1999) inferred that satisfaction was an essential venture in loyalty forming. A more contemporary approach characterizes customer satisfaction as an issue of psyche in which the customers’ requirements, needs and desires all through the product and/or service life had been met or surpassed, bringing about consequent re-purchase and commitment (Anton and Monger, 1996). H. Trust Moorman et al. (1992) characterized trust as the mettle to purchase the same thing over and over and depend on trade accomplice for good trust. In marketing approaches it is recognized as maintaining long-term association with others (Crosby et al., 1990). It is imperative for the organization to develop common profitable relation with clients on the premise of trust component (Dayal et al., 2001). Broadly, trust is a crucial component for a prosperous relationship between customers and business firms (Morgan and Hunt, 1994). Berry (1995) clarified that trust exists if one gathering has the certainty to involve themselves with the other party who is likewise trustworthy. Gurviez and Korchia (2002) expressed that trust in a brand, from the different perspective of customers was the mental variable that reflected a set of total assumptions relating validity, uprightness and altruism. I. Value In general, value is described as the relationship between the client’s apparent profit and exertion. Woodruffs (1997) characterized value as an issue between what the customers gain and what he/she offers up to get or utilize a product or service. Zeithmal (1988) recommended