The Impact of Store Image on Brand Loyalty Among Thai Customers to Use the Service of Japanese Restaurant in Bangkok District

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.