FACTORS AFFECTING CUSTOMER LOYALTY AND WORD-OF-MOUTH: A CASE STUDY OF BNB RUBBER CO., LTD., THAILAND.

Kanjana  Kareechum; Kullanun  Sripongpun

Kanjana Kareechum Graduate Student of Kasetsart University, Thailand
Kullanun Sripongpun Department of Business Management, Faculty of Liberal Arts and Management Science, Kasetsart University, Thailand

Keywords: Service Quality, Decision Making, Loyalty, Word-of-Mouth

Abstract

The purpose of this research was to study the influence of service quality on customer decision making. In addition, this research examined the impact of customer decision making on customer loyalty and word-of-mouth. The samples were consisting of 400 customers of BNB Rubber Company Limited, Sakon Nakhon Province, Thailand. Data was conducted through the use of questionnaires and analyze the hypothesis by using Simple Linear Regression Analysis.The results showed that 3 dimensions of service quality (reliability, assurance and empathy) influenced customer decision making with the statistical significance at 0.05. On the other hand, 2 dimensions of service quality; tangible and responsiveness, did not. Furthermore, the findings revealed that customer decision making impacted customer loyalty and word-of-mouth with the statistical significance at 0.05. The research contributions were discussed and guidelines for further research were provided.