FACTORS INFLUENCING CONSUMER REPURCHASE DECISION: A CASE STUDY OF SUKI TEE NOI
Keywords:Brand Equity, Service Marketing Mix Factors, Repurchase Decision, Suki Tee Noi
The objectives of this research were to find how personal factors, brand equity, and service marketing mix factors influence consumer decision to repurchase Suki Tee Noi. The sample consisted of 400 consumers who experienced dining-in at Suki Tea Noi in Pathum Thani. Questionnaires were used to collect data. The obtained data were analyzed by using frequency, percentage, mean, and standard deviation. T-test, One-Way ANOVA, and multiple linear regression analysis (MRA) were used to test the hypotheses.
The study shows that 1) personal factors: age, occupation, and average monthly income differently affected consumer decision to repurchase Suki Tee Noi products in Pathum Thani, 2) Brand equity factors: brand loyalty and brand awareness influenced consumers' decision to repurchase Suki Tee Noi in Pathum Thani, and 3) Service-marketing mix factors: service process, price, and marketing promotion influenced consumers' decision to repurchase Suki Tee Noi in Pathum Thani at a statistically significant level of .05. The brand equity and service-marketing mix factors together explained 65 percent of the variance in the repurchase decision.
Aaker, D. A. (1991). Managing brand equity. New York: Free Press.
Brand Buffet. (2021). Penetrating the strategy of "Suki Tee Noi", turning to sell A-la-cart sukiyaki Price according to weight. Fight with covids. Shop is closed but business can still go on. Retrieved from https://www.brandbuffet.in.th/2021/09/suki-teenoi-sell-a-la-carte-sukiyaki-price-by-weight/
Cochran, W. G. (1977). Sampling techniques (3rd ed.). New York: John Wiley and Sons Inc.
Kar, B. (2016). Service quality and servqual model: a reappraisal. Amity Journal of Operations Management, 1(2), 52-64.
Karjaluoto, H., Munnukka, J., & Tikkanen, S. (2014). Are Facebook brand community member really loyal to the brand?. In BLED 2014 Proceeding (pp.429-439.). Bled: Association for Information Systems.
Khumhome, B., Juntarukka, S., & Zheng, C. J. (2021). Customers’ buying behavior of safe food in Ubon Ratchathani province. Journal of Management and Development Ubon Ratchathani Rajabhat University, 8(1), 137-149.
Klomdang, M., & Suthisanont, A. (2019). The effect of brand image on customer’s brand loyalty of shabu buffet in Bangkok case study: Two shabu restaurants occupy the most market share. EAU Heritage Journal Social Science and Humanity, 9(2), 194-204.
Kotler, P., & Armstrong, G. (2012). Principles of marketing (11th ed.). New Jersey: Pearson Prentice Hall.
Mangalasut, J. (2013). Behaviors and factors that influence complacence to consume Starbucks case study: Central Landprao. (Master’s Thesis, Silpakorn University).
Namsaeng, N., Vongkangvan, A., Pungnirund, B., Tridhoskul, P., Champatong, S., Sinarkorn, & Techarattanased, N. (2020). The marketing mix and purchase behaviors influential to customers’ repeat purchase of products in superstore via application. The Journal of Development Administrator Research, 10(1), 11-20.
Nangam, W., & Phothongsaengaroon, R. (2019). The influence of causal factors effect to the intention to re-purchases of clean food. Journal of Suvarnabhumi Institute of Technology, 5(1), 81-95.
Porndechdecha, N., & Booranavitayaporn, S. (2022). Marketing mix factors affecting the repeat purchases of Japanese Izakaya restaurants consumers in Bangkok. Interdisciplinary Social Sciences and Communication Journal, 5(4), 22-35.
Positioning. (2017). Eating is a big issue. Thai people eat often. Nielsen penetrates 4 trends. Behavior of Thai people eating out. Retrieved from https://positioningmag.com/1143088
Prapasongsit, E., Bilmanoch, S., & Saenjit, K. (2022). Marketing communication factors affecting consumers’ decision to use the service of slow bar type coffee shop the uses a moka pot brewing method: A case study of sweet shine coffee. Siam Communication Review, 21(1), 165-181.
Sangsuphan, B., & Chienwattanasook, K. (2020). Brand equity and service marketing mix factors affecting repurchase decision-making of coffee of Café Amazon customer at department stores in Pathum Thani province. Journal of Humanities and Social Sciences, 11(1), 47-59.
Schiffman, L. G., Kanuk, L. L., & Wisenblit, J. (2010). Consumer behavior. Global edition. Pearson Higher Education, London, 12(2), 113-120.
Siriwongnam, S., & Rammanust, S. (2019). Organization and brand equity as mediating factors between integrated marketing communication and buying decision on frozen foods of consumers in Bang Khae district Bangkok. Romphruek Journal, 37(3), 71-81.
Song, G. (2016, July). The Research on Consumer Decision Process and Problem Recognition. In 2016 2nd International Conference on Humanities and Social Science Research (ICHSSR 2016) (pp. 50-53). Atlantis Press.
The Standard. (2022). 'Owner of Suki Tee Noi' insists 'not selling the business', only negotiating for cooperation This year, it is preparing to open 4 more branches. Retrieved from https://thestandard.co/suki-teenoi/
Thiangmak, W., Jinphra, K., Inkum, A., & Chienwattanasook, K. (2022). Influence of brand equity and marketing mix on cooked-to-order restaurant operator’s decision to repurchase Thai chili paste products in Muang district and Khlong Luang district in Pathum Thani province. Journal of Interdisciplinary Research: Graduate Studies, 11(2), 1-12.
Tusakunee, K., & Inkaew, S. (2016). Factors influencing the repurchase intentions of female customers of Wacoal lingerie at department stores in Bangkok. EAU Heritage Journal Social Science and Humanities, 6(2), 54-65.
Vanichbuncha, K., & Vanichbuncha, T. (2015). SPSS for Windows. Bangkok: Rongphim Samlada.
Weerayuthbancha, L., & Dharma, N. (2013). Factors affecting the repurchasing of Starbucks Coffee’s client: Case study of the client in Bangkok metropolitan region. Journal of marketing and communication, 1(2), 851-870.
Yuwansri, Y., & Chienwattanasook, K. (2017). Marketing service mix factors affecting customers’ loyalty: A case study of Doi Chang Coffee and Starbucks Coffee consumers in Bangkok. In International Conference in Innovative Business and Entrepreneurship (pp. 104-117). Pathum Thani: Rangsit University.
How to Cite
Copyright (c) 2022 Faculty of Business Administration, Rajamangala University of Technology Thanyaburi
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.