| Summary: | The aim of this research was to explore predictive relationships between perceived quality of authentic souvenir product, value, satisfaction and customer loyalty that consisted of word-of-mouth and repurchase intention. A self-administered, onsite intercept survey was deployed to gather the data to formulate the hypothesised relationships in this study. In total, 250 questionnaires were distributed to non-local Thai customers (i.e., those who live outside the area of the northeast part of Thailand) and 180 useable surveys were tested. Partial least squares structural equation modelling was used to test the proposed conceptual model and hypotheses. This research contributes to the literature by showing that the first-order components of authentic souvenir quality, service encounter quality, and physical quality constituted the second-order variable of perceived quality of authentic souvenir product. Additionally, perceived value and satisfaction mediated the effects of perceived quality of authentic souvenir product on word-of-mouth.
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