Factors Positively Impacting Customers’ Repatronage Intentions of “A” Convenient stores in Thungkru District of Bangkok

Abstract

The purpose of this paper was to examine the independent factors positively impacting customers’ repatronage intentions of “A” convenient stores in Thungkru District of Bangkok. Those independent factors were convenience, interaction with staff, merchandise variety and value, products’ perceived quality, satisfaction, store distributes, functional values, and promotion affecting the customers’ repatronage intensions at the convenient stores “A” in Thungkru District of Bangkok. The total samples of 248 respondents were collected with survey questionnaire at the convenient stores in Thungkru District area. The majorities of the respondents were females at the ages of 24-29 years old, singles, with bachelor’s degrees. Almost all worked in private companies with the income ranging between 15,001 to 30,000 baht per month. They always shopped at the “A” convenient stores and spent 101- 200 THB to buy food per time. The data sets utilized descriptive statistics and multiple regression analysis. The researcher found that functional values (β = 0.426), promotions (β = 0.336), satisfaction (β = 0.231), and convenience (β = 0.185) accounted 53.5% positively impacting customers’ repatronage intentions of “A” convenient stores in Thungkru District of Bangkok with statistical significant at .01.