EFFECT OF CUSTOMER NEED TO SCREEN PRINTING INK PRODUCTION USING RUBBER-BASED RESINS FOR FABRIC PRINTING

Abstract

The focus of this paper is to examine the impact of customer need knowledge for advanced screen printing on enhancing the sales volume of a fabric printing company in the Thailand market. To justify this point, online survey-based quantitative research is conducted. Its SEM and moderating analysis based statistical outcomes show that there is a significant relationship between the customer need knowledge for screen printing and the sales volume of screen volume by considering a significant mediating role of customer relational value between them. Well, the market-oriented strategies play a significant moderating role in this mechanism. Overall, it's an informative approach for Thai Fabric Printing firms and their management to consider the importance of customer knowledge in their screen printing process. Well, it’s a lack of mixed research-based comparative analysis approach within this paper that can be utilized by future researches.