A Casual Model Customer Loyalty of the Hypermarket Retail Business in Lampang Province
Article Sidebar
Main Article Content
Abstract
The objectives of the research were (1) to study the impact on service marketing mix, customer’s satisfaction, and confidence in customer loyalty. (2) to find the pattern of the causal model customer loyalty relationship of the hypermarket retail business in Lampang province. The data obtained from the questionnaire were used by the purposive sampling from 384 customers who used the hypermarket retail business services in Lampang province, and were analyzed and carried out with descriptive statistics and inferential statistics to analyze the structural equation model to identify the hypothesis testing relationship between variables. The findings of the research revealed that the harmonious inspection of model and the evidence-based were good, with a value of X2 = 4.850, p = 0.088, X2/df = 2.425, GFI = 0.995, CFI = 0.998, RMR = 0.005, RMSEA = 0.061. It indicated that the impact of the customer satisfaction had an influence in the confidence, the service marketing mix was influential in the customer satisfaction, and the customer satisfaction had an influence in the customer royalty. Exceptionally, the service marketing mix and the confidence had no affected on the customer loyalty. Furthermore, the service marketing mix were not influential in the confidence. Customers who used the hypermarket retail business services focused on the satisfaction of services, convenience, and carefulness that led to loyalty to be back their further services.
Article Details
1. Any views and comments in the FEU Academic Review Journal are the authors’ views. The editorial staff have not to agree with those views and it is not considered as the editorial’s responsibility.
2. The responsibility of content and draft check of each article belongs to each author. In case, there is any lawsuit about copyright infringement. It is considered as the authors’ sole responsibility.
3. The article copyright belonging to the authors and the Far Eastern University are copyrighted legally. Republication must be received direct permission from the authors and the Far Eastern University in written form.
References
การบอกต่อ และการกลับมาใช้บริการซ้ำของลูกค้าห้างสรรพสินค้าสุขอนันต์ปาร์ค.
กรุงเทพฯ: มหาวิทยาลัยกรุงเทพ.
Nichapa Saengnin. (2015). The Influences of marketing mix on trust, satisfaction, word of
mouth and repurchases of the Suk-Anan Park’s customer. Bangkok :
Bangkok University.
ธิตินันธุ์ ชาญโกศล. (2558). รูปแบบความสัมพันธ์เชิงสาเหตุของปัจจัยส่วนประสมทางการตลาดบริการที่มี
ผลต่อ ความรับผิดชอบต่อสังคมและคุณค่าตราสินค้าในใจผู้ใช้บริการธุรกิจค้าปลีก
ประเภทไฮเปอร์มาร์เก็ต ในประเทศไทย. วารสารบัณฑิตศึกษา มหาวิทยาลัยราชภัฏวไลยอลงกรณ์,
9(2), 22-36.
Thitinan Chankoson. (2015) A casual relationship model of service marketing mix affecting
the corporate social responsibility and brand equity on consumer-based within
the retail business: hypermarket in Thailand. Journal of Graduate Studies Valaya
Alongkorn Rajabhat University, 9(2), 22-36.
ศิริวรรณ เสรีรัตน์, ปริญ ลักษิตานนท์ และศุภร เสรีรัตน์. (2552). การบริหารการตลาดยุคใหม่. กรุงเทพฯ :
พัฒนาศึกษา.
Siriwan Sareerat, Parin Luksitanon and Suporn Sareerat. (2009). Modern Marketing
Management. Bankok : Phatanasuksa.
อนุวัต วงสม. (2557). การพัฒนาโมเดลความสัมพันธ์เชิงสาเหตุความภักดีของลูกค้ากิจการค้าปลีก
สมัยใหม่ในพื้นที่จังหวัดสงขลา. การประชุมหาดใหญ่วิชาการระดับชาติและนานาชาติ
ครั้งที่ 5 วันที่ 16 พฤษภาคม 2557 ณ มหาวิทยาลัยหาดใหญ่, 30-40.
Anuwat Songsom. (2014). Developing the Causal Relationship Model of Modern Trade
Customer Loyalty in Songkhla Province. The 5th Hatyai National and International
Conference, 16th May 2014, 30-40.
อรรถพล ฐิติวร. (2558). อิทธิพลของส่วนประสมทางการตลาดต่อความไว้เนื้อเชื่อใจ
ความพึงพอใจ และความจงรักภักดีของลูกค้าธนาคารไทยพาณิชย์ จำกัด (มหาชน)
สำนักงานเขตพื้นที่ ถนนรัชดาภิเษก (ท่าพระ). หลักสูตรบริหารธุรกิจมหาบัณฑิต
สาขาวิชาการจัดการทั่วไป มหาวิทยาลัยเทคโนโลยีราชมงคลพระนคร.
Attapon Thitivaorn. (2015). The Influence of marketing mix on trust, satisfaction and
customer loyalty of Siam Commercial Bank, Ratchadapisek (Thapra) Area Office.
Master of business administration of General management, Rajamangala University of
Teachnology Phra Nakhon.
Adel, P. (2015). The impact of marketing mix elements on brand loyalty: A case study of
mobile phone industry. Marketing and Branding Research, 2, 44-63.
Bateson, J. E. , & Hoffman, K. D. (2011). Services Marketing (International Edition) (4th ed.).
South-Western, Cengage Learning.
Cochran, W. G. (1977). Sampling Techniques (3rd ed.). New York : John Wiley and Sons Inc.
Byrne, B. M. (1989). A Primer of LISREL: Basic Applications and Programming for
Confirmatory Factor Analytic Models. New York: Springer-Verlag.
Hair, J.F. , Black, W. C. , Babin, B. , Anderson, R. E. , & Tatham, R. L. (2006). Multivariate
Data Analysis (6th ed.). Upper Saddle River, New Jersey : Prentice-Hall.
Hansemark, O. C. , & Albinson, M. (2004). Customer Satisfaction and Retention: The
Experiences of Individual Employees. Managing Service Quality, 14 (1), 40-57.
Ivanauskiene, N. , & Auruskevicien, V. (2009). Loyalty programs challenges in retail banking
industry. Economics & Management, 14, 407-412.
Kotler, P. , & Armstrong, G. (2010). Principle of marketing (13th ed.). New Jersey: Pearson
Prentice Hall.
Kotler, P. , & Armstrong, G. (2014). Principle of marketing (15th ed.). New Jersey: Pearson
Prentice Hall.
Kotler, P. , & Keller, K. L. (2012). Marketing management (14th ed.). New Jersey: Pearson
Prentice Hall.
Lamb, C. W. , Hair, J. F. , & McDaniel, C. (2000). Marketing. United States: South – Western
College Publishing.
Lassar. W. , Mittal, B. , & Sharma, A. (1995). Measuring customer-based brand equity.
Journal of Consumer Marketing, 12, 11-19.
Likert, R. (1970). A technique for the measurement of attitudes. In G.F. Summer (Ed.)
Attitudes measurement. New York: Rand McNally.
Oliver, R. L. (1999). Whence customer loyalty? Journal of Marketing, 63, 33–44.
Rempel, J. K. , Holmes, J.G. , & Zanna, M. P. (1985). Trust in close relationships. Journal of
Personality and Social Psychology, 49, 95-112.
Seyed Rajab Nikhashemi, Laily Haj Paim, Samsinar Md Sidin, Ali Khatibi. (2014). Driving
Forces of Hypermarket’s Customer Loyalty: An Empirical Study in Malaysia.
Australian Journal of Basic and Applied Sciences, 8(3), 377-386.
Yelkur, R. (2000). Customer satisfaction and the services marketing mix. Journal of
professional services marketing, 21(1).
Zhicheng, Q. , & Foosiri, P. (2012). The Factors Influencing Low-Cost Airline Passenger
Satisfaction and Loyalty in Bangkok, Thailand. Master of Business Administration
International College University of the Thai Chamber of Commerce.