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Title: | Factor positively affecting customer loyalty of mobile phone game “A”of employees in Khlong Toei district in Bangkok |
Other Titles: | Factor positively affecting customer loyalty of mobile phone game “A”of employees in Khlong Toei district in Bangkok |
Authors: | Chaianan Terdkiatkhachorn |
Keywords: | Mobile Phone Game Customer Loyalty |
Issue Date: | 2018 |
Publisher: | Bangkok University |
Abstract: | The purpose of this paper was to examine the independent factors positively affecting customer loyalty of Mobile Phone Game “A” of employees in Khlong Toei District in Bangkok. Most of the respondents are male aged between 23 to 39 years old. The independent factors were Entertainment Gratification, Interactivity, Connectedness, Satisfaction, Attitude, Social Norm, Social Identification, and Stickiness that positively affecting Customer Loyalty of Mobile Phone Game “A”. Total samples data of 400 mobile phone game “A” players were collected via the survey questionnaire. The data sets utilized descriptive statistics and multiple regression analysis. The researcher found that Stickiness (β = 0.284), Attitude (β = 0.203), and Interactivity (β = 0.115) accounted for 23.1% positively affecting customer loyalty of mobile phone game “A” of employees in Khlong Toei District in Bangkok with statistical significant at .01. |
Description: | Independent Study (M.B.A)--Graduate School, Bangkok University, 2018 |
Subjects: | Cell phones Games Smartphones Electronic games Customer loyalty |
Advisor(s): | Penjira Kanthawongs |
URI: | http://dspace.bu.ac.th/jspui/handle/123456789/3727 |
Appears in Collections: | Independent Studies - Master Independent Studies
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