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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/4319

Title: FACTORS POSITIVELY AFFECTING TRUST IN “A” HEALTH AND BEAUTY CHAIN STORES OF CUSTOMERS IN SUKHUMVIT AREA
Authors: Bawonrat Boonthrapong
Keywords: Health and Beauty Chain Stores
Loyalty
Trust
Thailand
Issue Date: 2019
Publisher: Bangkok University
Abstract: The purpose of this research was to examine the positive effect of satisfaction with price levels, perceived image of the assortment, loyalty towards the commercial chain, loyalty of store brands, previous positive experience with the store brand, lifestyles, visual appeal and physical cues of the stores, and price-conscious decisions and effective promotion towards trust in “A” health and beauty chain stores of customers in Sukhumvit area in Bangkok, Thailand. The data from the total samples of 249 respondents were analyzed using Multiple Regression Analysis and the results found that loyalty towards the commercial chain, visual appeal and physical cues of the stores, and satisfaction with price levels, and price-conscious decisions and effective promotion had the positive impact towards trust in “A” health and beauty chain stores of customers in Sukhumvit area respectively with statistical significance. This research findings could be applied with practical recommendations for the retail business such as the health and beauty chain stores may strengthen the loyalty with their customers by promoting the customers to apply for the membership of the stores.
Description: Independent Study (M.B.A)--Graduate School, Bangkok University, 2019
Subjects: Beauty, Personal
Beauty shops
Health literacy
Advisor(s): Penjira Kanthawongs
URI: http://dspace.bu.ac.th/jspui/handle/123456789/4319
Appears in Collections:Independent Studies - Master
Independent Studies

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