The Effect of Marketing Mix to Attachment and Thai Consumers’ Loyalty of Coffee Shop in Phuket Creative Old Town
Keywords:
Marketing mix, Attachment, Loyalty, Coffee Shop, Phuket Old TownAbstract
This study aimed to analyze marketing mix impact to attachment and customer loyalty. Moreover, to investigate attachment mediated marketing mix influenced customer loyalty. The quantitative method was used in the study. Data was collected with questionnaire from 400 Thai customers at coffee shops in Phuket Old Town. The structural equation modeling was analyzed among factors. The results showed that the model fit indices was Chi-square = 326.051 (p-value = .000), degree of freedom = 155, CFI = 0.94, TLI = 0.93, RMSEA = 0.05, SRMR = 0.04. Moreover, product had effect to attachment and customer loyalty. Also, attachment mediated influence between product to customer loyalty. Entrepreneurships should develop the outstanding of products in coffee shop to long-term relationship between customers and businesses.
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