Service quality and brand image benefits to loyalty in Chinese branded smartphones of Thai consumers

Abstract

          Service quality education and brand image benefits to smartphone loyalty, Chinese brand of Thai consumers Objective 1) To study loyalty in Chinese branded smartphones. of Thai consumers Classified by demographic factors 2) to study the relationship between service quality with loyalty in Chinese branded smartphones of Thai consumers and 3) to study the relationship between brand image benefits. with loyalty in Chinese branded smartphones of Thai consumers. The sample group used in this research A random sampling method was used to select only 400 samples of Thai consumers who have used or used to use Chinese-branded smartphones. The instrument used to collect data was a questionnaire. and inferential statistics. 

          The results showed that Most of the consumers are female, aged 30 - 39 years, with a bachelor's degree or equivalent. Occupation Private employee/employee and have an average monthly income of 45,001 baht or more, commenting on the quality of service in good level Comments on the brand's visual benefits at a high level and opinions about the loyalty of Chinese smartphone brand users. At a high level, it was found that Chinese smartphone users of Thai consumers with different occupations had different brand loyalty with statistical significance at the 0.05 level. in terms of access to the mind and reliability It correlates with the loyalty of Chinese branded smartphone users. of Thai consumers moderately in the same direction and benefits in terms of brand image Benefit from the experience Benefit from use and symbolic benefits It correlates with the loyalty of Chinese branded smartphone users. of Thai consumers at a relatively high level in the same direction statistically significant at 0.01 level.