The Causal Model of Factors on Customer-Based Store Brand Equity (CBBE) to Customer Purchasing in Shopping Products.

Abstract

The objectives of this topic were (1) to study the factors of service quality, marketing mix and market orientation affected the creation of customer-based store brand equity (CBBE) to customer purchasing in shopping products. (2) to study the influence of service quality, marketing mix and market orientation that has an influence on the creation of customer-based store brand equity (CBBE) to customer purchasing in shopping products. And (3) create a model for customer-based store brand equity (CBBE) ​​that affect the consumers' purchasing decisions in shopping products.

This research was used a mixed methods research consisting of qualitative research, using in-depth interview, and quantitative research using data collection by questionnaire. The population in this research was 400 customers who have bought products in Bangkok.  And the data analysis was used the Structural Equation Modeling technique.

The results of the research were in accordance with the objectives of all 3 research items. The result of the research shows that mostly female under the age of 30, bachelor's degree, single, and average monthly income 10,001-20,000 Baht. By searching for various information from reading reviews on websites or social media networks regarding consumers' purchasing decisions in shopping products’ retail store.  Most of them paid in cash and came to use the service alone. The hypothesis test found that service quality, marketing mix and market orientation have a positive direct influence on customer-based store brand equity (CBBE) and customer satisfaction affect to customer purchasing in shopping products. In addition, found that customer-based store brand equity (CBBE) factors has a direct positive influence on customer satisfaction affect to customer purchasing in shopping products. Which is a statistically significant influence at .01 levels.