FACTORS POSITIVELY AFFECTING TRUST IN “A” HEALTH AND BEAUTY CHAIN STORES OF CUSTOMERS IN SUKHUMVIT AREA

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.