Impact of Customer Perceived Safety on Customer Advocacy Behavior mediated by Emotional Attachment in Higher Education sector of Thailand

Abstract

The purpose of the study is to measure the mediating relationship of emotional Attachment and how customer advocacy, directly and indirectly, affect customers between the safety of facility and equipment, the safety of human elements, the safety of the natural environment, safety of social environments and safety of management and their effect on customer advocacy behavior of customers in education sector. The study has used primary data collection techniques to gather data and used purposive sampling to analyze the data. The sample size of the study is 330 respondents. The research has used Smart PLS software to measure the relationship through bootstrapping and algorithms. The study has found significant positive mediation of emotional Attachment between the safety of facility and equipment, the safety of human elements, the safety of the natural environment, social environments and safety of management and their effect on customer advocacy behavior of customer purchase industry. This study suggests the theoretical and practical implications of customer advocacy behavior in safety practices for managers and customers, and it provides help to the researcher's perspective for education sector. This study also discussed the future directions and limitations.