Customers Oriented Determinants of Product Quality Performance in Thailand: Mediating Role of Sustainability Efforts of Tourism Business performance

Abstract

Thailand is one of the top countries earning from tourism. The tourism industry plays a significant role in the country’s economy. However, certain elements limit the industry to perform potentially. Hence, the present study is aimed to investigate the role of product quality performance affected by customer-oriented determinants with the mediating role of business sustainability. According to the present study, product feature reliability, and durability have a direct relationship with product quality performance. However, sustainable business mediates between product feather, reliability, durability, and product quality performance. Hence, 480 tourists who were declared respondents of the present study, were surveyed to collect primary data. This primary data was analyzed by using statistical software called Partial Least Square (PLS), to obtain the final results of the present study. It is concluded that increased value of product features, reliability, and durability also increase the value of business sustainability and product quality performance. The present study will help to boost quality product performance and tourism business sustainably particularly in Thailand.