The Influence of Service Innovation, Product Quality, and Omni Channel Marketing on Loyalty through the Role of Brand Trust and Satisfaction
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Abstract
This research aims to examine the influence of service innovation, product quality, and multichannel marketing on brand trust, satisfaction, and loyalty. The study specifically investigates how these factors interact through the mediating roles of brand trust and satisfaction. The sample group consists of 400 consumers in Thailand who have purchased and used Uniqlo products. A non-probability sampling technique, specifically purposive sampling, was employed to select participants. Data collection was conducted through structured questionnaires. The data were analyzed using descriptive statistics such as percentages and means, along with Structural Equation Modeling (SEM) to test the hypothesized relationships.
The research findings indicate that service innovation and product quality significantly influence customer satisfaction. Furthermore, product quality, multichannel marketing, and brand trust have a significant impact on brand loyalty. However, the study reveals that brand trust and satisfaction do not significantly mediate the relationship between service innovation, product quality, and multichannel marketing on Uniqlo’s brand loyalty in Thailand, at a statistical significance level of 0.01.
The results of this research provide valuable insights for developing effective marketing strategies and managing integrated marketing communications. Additionally, the findings emphasize the importance of enhancing service innovation to maximize efficiency, thereby strengthening the brand and providing a competitive advantage in the market.
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