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https://rsuir-library.rsu.ac.th/handle/123456789/3082| Title: | The mediating role of brand trust in business model innovation and brand loyalty : a case study of Guizhou Hot Spring Health Tourism Industry in China |
| Authors: | Xinyu Xue |
| metadata.dc.contributor.advisor: | Worapoj Sirichareechai |
| Keywords: | Business -- Models;Creative ability in business -- China;Brand loyalty |
| Issue Date: | 2025 |
| Publisher: | Rangsit University. Library |
| metadata.dc.description.other-abstract: | The evolution of business models mirrors the changing times, and understanding the customer-brand relationship in each era is crucial. Researching factors that affect customer brand trust and loyalty offers valuable strategies for merchants. While brand trust and loyalty are well-studied, the impact of different business model dimensions on these factors, and the mediating role of brand trust, is less explored. This study focuses on Guizhou Hot Spring Hotel to analyze how novel and efficient business models influence brand trust and loyalty, and the mediating role of brand trust in this relationship. Using a literature review framework and cross-sectional survey, 305 questionnaires were collected from hotel users. Data analysis was conducted with SPSS27.0 and AMOS26.0, utilizing structural equation modeling to test the relationships. Results indicate that both novel and efficient business models positively impact brand trust and loyalty. Moreover, brand trust significantly mediates the effect of these business models on brand loyalty. This study provides insights into the dynamics between business models and brand perceptions, highlighting the importance of brand trust as a mediator in enhancing brand loyalty through different business model strategies. |
| Description: | Dessertations (D.BA. (Business Administration)) -- Rangsit University, 2024 |
| metadata.dc.description.degree-name: | Doctor of Business Administration |
| metadata.dc.description.degree-level: | Doctoral Degree |
| metadata.dc.contributor.degree-discipline: | Business Administration |
| URI: | https://rsuir-library.rsu.ac.th/handle/123456789/3082 |
| metadata.dc.type: | Thesis |
| Appears in Collections: | BA-BA-D-Thesis |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| XINYU XUE.pdf | 1.74 MB | Adobe PDF | View/Open |
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