Brand loyalty of chain convenience store (a study of 7-Eleven stores in Bangkok)

Abstract

The study was undertaken with the objectives: (1) To study the both products and service of chain convenience store in Bangkok area. (2) To study the effectiveness of services quality factors, brand awareness, product selection and brand image that 7-Eleven communicate to target customer. (3) To study the demographic group’s viewpoint on relationship between satisfaction rate and brand loyalty of chain convenience store in Bangkok. The research analysis is based on qualified 400 questionnaires that were collected from 15 April, 2010 until 30 April, 2010 by random population by used accident sampling from the people who visiting 7-Eleven store at Talad Iamsombat market branch which located in Bangkok. The Statistical Package for the Social Science (SPSS) was used to analyze the data; i.e. percentage, frequency, and crosstab. According to the objective of this research, the research focuses on the result of brand loyalty in 7-Eleven stores. The result has been gathered from the questionnaires done by the people who use service from one branch of this brand convenience store. The following is the discussion which can be concluded from the effect from demographic factors; effect of service qualities; brand awareness and brand image; and the relationship among consumers’ demographic and satisfactions on the brand loyalty of chain convenience stores. Furthermore, exclusive and marketing people can enhance more effectiveness of consumers need, increase customer base and make more market share in this segmentation y using marketing strategies which many dealers use, that is the timing, location, service quality and pricing through ii modern trade used the form of outside-in, the objective for this strategy is getting through the more consumers’ need.