Kedwadee Sombultawee

• Thammasat University

This research investigates the formation of business customer brand engagement and strong customer-firm relationships in a social selling environment. The study was prompted by the growing prominence of business-to-business (B2B) social selling, in which goods and services are sold to B2B customers directly on social media. The stimulus-organism-re...

Purpose The purpose of this paper is to investigate cognitive and affective customer service in Thailand's maltichannel retail environment. The research used the stimulus–organism–response model of consumer behaviour. The study's theoretical framework incorporated the multichannel service quality framework (Sousa and Voss, 2006) and a decomposed me...

Purpose This study investigates factors in consumer trust and purchase intention through omnichannel retailing. The theoretical framework is an extended theory of planned behaviour (TPB) model, with additional factors including time-saving and trust as explanatory variables. Design/methodology/approach The study drew on a sample of Thai consumers...

Purpose The purpose of this study is to explore an integrative model of supplier success, using a case study of the Thai high-technology firms. The study focuses on buyer-supplier relationships of information systems (IS), including bundles of hardware, software and services because these relationships are dependent on both immediate performance qu...

This study aims to answer to a straightforward question “Is it worth paying high fee?” Based on the mutual fund industry in Thailand between 2008 and 2018, our results show that although mutual fund charges fees differ by its investment objective, we fail to find a difference in return. Further, the results show that the relationship between bank-m...