The Causal Relationship between Customer Equity and Behavioral Loyalty of Investors in Thailand
Keywords:
Causal Relationship, Customer Equity, Behavioral LoyaltyAbstract
This research aims to verify the causal relationship between customer equity and behavioral loyalty of investors in the Stock Exchange of Thailand. The sample is 1,208 investors. The model used in the study consists of the customer equity variables: value equity, brand equity and relationship equity and behavioral loyalty variables: word of mouth, retention, advocate and partners. This relationship model is confirmed the hypothesis established. That is customer equity has a direct effect on behavioral loyalty at 0.817 at a statistical level of .001
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