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Title: | The Impact of Store Image on Brand Loyalty Among Thai Customers to Use the Service of Japanese Restaurant in Bangkok District |
Authors: | Guanhao Huang |
Keywords: | Store image Brand loyalty Japanese restaurant |
Issue Date: | 2017 |
Publisher: | Bangkok University |
Abstract: | The purposes of this study were to investigate the effect of store image to Thai
customer’s attitudinal and behavioral brand loyalty toward Japanese restaurants in
Bangkok. The 218 samples were randomly selected from Thai customers who ever
used the services of Japanese restaurants in Bangkok. The quantitative research was
applied by using questionnaire: The reliability with the value of 0.889 and content
validity conducted by the specialized scholar were implemented. The frequency:
Means, standard deviation, and Multiple Regression Analysis were applied as the
statistical instrument for data analysis and hypothesis testing at 0.05 of significant
level.
The research results were found that the store image in terms of product and
price significantly affected the attitudinal brand loyalty while the store image in term
of product, price, and promotion significantly affected the behavioral brand loyalty. |
Description: | Independent Study(M.B.A)--Graduate School,Bangkok University, 2017 |
Advisor(s): | Kasemson Pipatsirisak |
URI: | http://dspace.bu.ac.th/jspui/handle/123456789/2560 |
Appears in Collections: | Independent Studies - Master Independent Studies
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