The marketing mix factors affecting the loyalty of members agricultural cooperative Case Study: Kaedam Agricultural Cooperative Limited, Mahasarakham Province

Abstract

This research aimed to: 1) study the marketing mix factors of Kaedam Agricultural Cooperative Limited, Maha Sarakham Province; 2) examine the loyalty of its cooperative members; and 3) investigate the marketing mix factors influencing the loyalty of the members of Kaedam Agricultural Cooperative Limited. The sample consisted of 344 members using the services of the cooperative. This study was a quantitative research employing a questionnaire for data collection. The statistics used for data analysis included percentage, mean, standard deviation, and multiple regression analysis for hypothesis testing.

The research findings revealed that: 1) overall marketing mix factors were rated at a high level across all aspects, including personnel, physical evidence, products and services, price, distribution channels, service process, and marketing promotion; 2) member loyalty was also at a high level in all dimensions-satisfaction, repurchase intention, and word-of-mouth referral; and 3) the marketing mix factors, particularly physical evidence and personnel, had a statistically significant positive influence on member loyalty (Y = 0.456X₆ + 0.256X₇). Applying marketing mix strategies tailored to the changing business environment will enhance the cooperative’s ability to achieve its marketing objectives, resulting in greater member satisfaction, positive referrals, and repeated service usage. This, in turn, fosters member loyalty toward Kaedam Agricultural Cooperative Limited. Effective management of the marketing mix not only helps the cooperative achieve its business goals but also ensures that members receive products and services aligned with their needs, leading to satisfaction and sustained loyalty. Ultimately, this strengthens and stabilizes the cooperative, allowing it to serve as a reliable pillar for its members.