An examination of customers' perceived quality - value model for the Thai retail sector
Faculty of Business and Law
School of Marketing, Tourism and Leisure
The purpose of this study was to develop a customers' perceived quality – value model of the retail sector in Thailand. The model consists of six constructs - brand name, perceived product quality, perceived service quality, store atmospherics, perceived value, and store preference. The results supported the conclusion that perceived quality-value mediates the effects of store atmosphere and brand name on consumers' willingness to buy. The findings are consistent with hypotheses from means-end perspective, related retail shopping behaviour research, and the extant perceived quality-value literature. Theoretical and managerial implications are discussed.