Marketing Strategy Affecting Customer Loyalty of Spun Micropile Business in Thailand

Abstract

This research was a quantitative research. The purpose was (1) to explore personal characteristics, customer behavior of spun micropile business in Thailand (2) to formulate marketing strategy affecting customer loyalty of spun micropile business in Thailand. The study was small and large entrepreneurs 460 sample who used spun micropile in the past year by using a questionnaire to collect data. The data analysis with frequency statistic, percentage, arithmetic mean and the standard deviation to explore personal characteristics and multiple regression statistic for formulate marketing strategy. The results of the research were as follows: 1) personal factors of spun micropile customers in Thailand were males, between 20-39 years old, Bachelor degree, job level was Manager or Marketing Manager, 6-10 years of experience, the number of employees is 5-30 people, and the period of business operation is 5 - 10 years. 2) Price marketing mix factors affecting customer loyalty of spun micropile business in Thailand.  Customer relationship management factor found that there were 3 independent variables consisting of building relationships through specialized education, building relationships with added value and building relationships according to contract terms affecting customer loyalty of spun micropile business in Thailand. Content marketing factors, the five independent variables were books, videos, podcasts, web pages and info-graphics affecting customer loyalty of spun micropile business in Thailand.