CAUSAL MODEL OF CUSTOMER INTENTION TO USING ANTI-AGING BUSINESS IN THAILAND

Abstract

Abstract: This conceptual paper explores the causal relationships among the components of the customer relationship management and proposes a causal model using the theory of planned behavior. The context of investigation is the anti-aging business which is expected to be growing in response to the increasing trend of aging society in Thailand. The data collection is design for the online platform, disseminating the questionnaire through social media. The total sample is 500. The causal relationship will be investigated using structural equation model.