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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/3727

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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