FACTORS INFLUENCING BRAND LOYALTY: A CASE STUDY OF BETAGRO PRODUCTS IN SAKON NAKHON PROVINCE

Juthatip  Khammuang; Kullanun  Sripongpun; Nattanan  Saksamrit

Juthatip Khammuang Graduate Student of Kasetsart University, Thailand
Kullanun Sripongpun Department of Business Development, Faculty of Liberal Arts and Management Science, Kasetsart University, Thailand
Nattanan Saksamrit Department of Business Development, Faculty of Liberal Arts and Management Science, Kasetsart University, Thailand

Abstract

The objectives of this research was to study 1) the influence of customer attitude and customer perception on customer purchase decision and brand loyalty and 2) the effect of customer purchase decision on brand loyalty. A sample of 400 respondents who were a customer of Betagro shop in Sakon Nakhon Province, Thailand was selected. Descriptive statistic (frequency, percentage, mean, standard deviation) were used for analyzing data. Hypotheses testing were tested by Multiple Regression Analysis.
The study found that Firstly, customer attitude (affective component and behavioral component) significantly influenced customer purchase decision and brand loyalty. However, the study showed that cognitive component also impacted customer purchase decision, but it did not impact brand loyalty. Next, the finding revealed that customer perception completely affected customer purchase decision and brand loyalty. Lastly, customer purchase decision significantly influenced customer brand loyalty at 0.05 levels. From the results of finding, the business owners could apply it to improve and develop their businesses. Research implications and avenues for future research were offered.