Title: Exploring post-purchase intentions in Thailand's tourism sector: a study on service quality, perceived value, trust, and satisfaction of customer

Authors: Chaiyawit Muangmee; Suraphan Jaima; Kanakorn Sawangcharoen; Thun Chaitorn; Nuttapon Kassakorn; Shahab E. Saqib

Addresses: Faculty of Management Science, Bansomdejchaopraya Rajabhat University, Bangkok, Thailand ' Faculty of Management Science, Bansomdejchaopraya Rajabhat University, Bangkok, Thailand ' Bansomdejchaopraya Rajabhat University, Bangkok, Thailand ' College of Logistics and Supply Chain, Suan Sunandha Rajabhat University, Bangkok, Thailand ' Faculty of Management Sciences, Bansomdejchaopraya Rajabhat University, Bangkok, Thailand ' School of Agriculture Resources, Chulalongkorn University, Bangkok, Thailand

Abstract: This study investigates the post-purchase intentions of visitors to Thailand's tourist destinations by examining the impact of service quality, perceived value, customer trust, and customer satisfaction. Data was collected from 383 visitors and analysed through a structural equation model. The results show that service quality has a significant positive influence (p-value < 0.01) on customer perceived value, customer satisfaction, and post-purchase intention. Additionally, a customer-perceived value significantly (p-value < 0.01) affects customer trust and satisfaction. The study identified customer trust as a significant mediator between service quality and post-purchase intention (coefficient = 0.012, p-value < 0.01), while customer satisfaction acts as a positive mediator (coefficient = 0.03, p-value < 0.01) for the impact of service quality and perceived value on post-purchase intention. The findings suggest that tourism managers must give priority to service quality and customer satisfaction to foster repeat visits and establish a loyal customer base.

Keywords: post-purchase intentions; consumer behaviour; customer retention; tourism service quality; marketing strategies; Thai tourism industry; Thailand.

DOI: 10.1504/IJSEM.2026.155282

International Journal of Services, Economics and Management, 2026 Vol.17 No.4, pp.450 - 468

Received: 30 May 2023
Accepted: 06 Nov 2023
Published online: 30 Jul 2026 *

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