The Causal Relationship in Brand Loyalty towards Service Quality and Brand Experience: A Case Study of an Artificial Turf Football Field in Nonthaburi

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Sawarin Arayawanchaiya
Sawat Wannarat

Abstract

Health trend is widely popular in Thailand. Football has long been regarded as one of the most popular sports among Thai people. As football popularity has risen up, the artificial turf football field is a highly competitive business due to new comer competitors. Hence, the business owners need to come up with new strategies to respond to customer demands. This research is to study the causal relationship of brand loyalty towards service quality and brand experience of the artificial turf football field. The results from structural equation model revealed the consistency with the empirical data: that is, service quality positively influenced brand experience but not brand loyalty. And brand experience positively influenced brand loyalty. In conclusion, business owners should pay attention to brand experience and brand loyalty rather than service quality.

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