INFLUENCE OF MARKETING MIX FACTORS AFFECTING ON CUSTOMER LOYALTY VIA CUSTOMER SATISFACTION AND CUSTOMER ACCEPTANCE: A CASE STUDY MOTORCYCLE PARTS STORES MUEANG DISTRICT SAKON NAKHON PROVINCE THAILAND.

Rotsatron  Worahan; Chattawat  Limpsurapong

Rotsatron Worahan Graduate Student of Kasetsart University, Thailand
Chattawat Limpsurapong Department of Management, Faculty of Liberal Arts and Management Science, Kasetsart University, Thailand

Keywords: Marketing Mix, Customer Loyalty, Customer Satisfaction and Customer Acceptance

Abstract

The objectives of this research were (1) to study marketing mix factors affecting on customer satisfaction (2) to study marketing mix factors affecting on customer acceptance (3) to study customer satisfaction factors affecting on customer acceptance (4) to study customer satisfaction and customer acceptance factors affecting on customer loyalty a case study motorcycle parts stores Muang District Sakon Nakhon Province Thailand. The research was a quantitative research with the sample of 220 customer of motorcycle parts stores in Muang District Sakon Nakhon Province Thailand with convenience sampling method. Data were collected through 5-point Rating scale questionnaires. The statistics used in the data analysis were the frequency, percentage, mean, standard deviation, Cronbach’s coefficient alpha, Pearson Product Moment Correlation and Multiple Regression Analysis.
The research results found that marketing mix such as product, promotion and people positive effect on customer satisfaction. Marketing mix such as promotion, process and physical environment positive effect on customer acceptance. Customer satisfaction positive effect on customer acceptance and customer loyalty. Customer acceptance positive effect on customer loyalty a case study motorcycle parts stores Muang District Sakon Nakhon Province Thailand.