PRODUCT QUALITY, INNOVATION PRODUCTS AND AFTER-SALE SERVICE OF GOLD AND JEWELRY PRODUCTS OF CHINESE TOURISTS

Abstract

The research investigated the role of quality products, innovative products, after-sales
service, security, and purchase intention of the travel Agency in Beijing. The conceptual
framework was developed from the literature review, survey, and other contemporary research
in marketing management. Accordingly, the researchers consider the importance of quality
products, innovative products, after-sales service, security, and purchase intention. In this, the
researchers employed the quantitative research approaches. The instruments of research were
the steps of a questionnaire. Data were collected from 385 people who came to Thailand to buy
gold and jewelry design in Bangkok. The data collected were analyzed using descriptive
statistics as mean, standard deviation, and percentage based on observing the actual quality
products, innovative products, after-sales service, security, and purchase intention. Findings
are applications of quality products, innovative products, after-sales service, security, and
purchase intention are high-level.