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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/5306

Title: Factors positively affecting customer loyalty of Ito En ready to drink tea customers in Sukhumvit area, Bangkok, Thailand
Authors: Sayamon Hompratum
Keywords: Ready to drink tea
Customer loyalty
Brand awareness
Emotional Value
Issue Date: 23-Jan-2023
Publisher: Bangkok University
Abstract: The objective of this study was to examine the factors positively affecting customer loyalty of Ito En ready to drink tea customers in Sukhumvit Area, Bangkok, Thailand. The independent factors were product image, perceived quality, satisfaction, brand awareness, emotional value, price perceptions, and brand trust. The total sample size of 236 respondents were collected using the survey questionnaire in Sukhumvit Area, Bangkok, Thailand. Multiple Regression Analysis was applied to analyze the data. The result showed only brand awareness with a regression coefficient of 0.359 and emotional value with a regression coefficient of 0.287 positively affecting customer loyalty of the Ito En ready to drink tea customers up to 80.7% at the significance level of .01. Nevertheless, product image, perceived quality, satisfaction, price perceptions, and brand trust had no positive influence on the customer loyalty of the customers with the statistical significance.
Description: Independent Study (M.B.A)--Graduate School, Bangkok University, 2021
Advisor(s): Penjira Kanthawongs
URI: http://dspace.bu.ac.th/jspui/handle/123456789/5306
Appears in Collections:Independent Studies - Master

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