Factors Affecting Brand Loyalty of Nunuh International Store
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Abstract
The objective of this study was to examine the relationship between product quality, service quality, brand image, consumer satisfaction, and customer loyalty in a clothing store chain in Nunuh, Thailand. The study used a quantitative approach and collected primary data through a structured questionnaire with 390 respondents from four branches. Descriptive statistics were used to analyze demographic information about respondents, and PLS-SEM using of ADANCO (advanced analysis of composite) version 2.3.2 was used to examine the reliability and validity of the construct and the model. The findings showed a positive impact of product quality and brand image on consumer satisfaction and its contribution to customer loyalty. However, service quality and consumer satisfaction were found to be insignificant. These findings highlighted the importance of product quality, brand image, and consumer satisfaction in influencing customer loyalty of the clothing retail industry, providing valuable insights for managers to enhance customer loyalty.
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