การศึกษาปัจจัยที่ส่งผลต่อความตั้งใจบอกต่อของผู้พักอาศัยในเขตบางซื่อ: บทบาทของคุณค่าที่รับรู้ทางด้านอารมณ์ และด้านราคา ความพึงพอใจ และคุณภาพการให้บริการ

Abstract

This study investigates factors influencing word-of-mouth (WOM) intention among residents in the Bang Sue district, Bangkok, focusing on perceived emotional value, perceived price value, service quality, and satisfaction. Employing a quantitative research design, data were collected via questionnaires from 347 residents. Descriptive statistics and multiple regression analysis were applied. Results indicate that satisfaction exerted the strongest positive influence on WOM intention (β = .44, p < .001), followed by service quality (β = .24, p < .001) and perceived emotional value (β = .20, p = .001). Perceived price value had no statistically significant effect. Residents rated location convenience as the highest service quality factor (M = 4.11). The model accounted for 66% of the variance in WOM intention (R² = .66). Findings provide actionable implications for residential property operators to enhance resident experience and stimulate positive word-of-mouth.