DEVELOPMENT OF FACTORS INFLUENCING REPURCHASE DECISIONS OF CORRUGATED PAPER PACKAGING IN THAILAND
Article Sidebar
Main Article Content
Abstract
This research aims to study and prioritize the factors influencing the repurchase decision of corrugated packaging among B2B customers and to develop a model of factors affecting repurchase behavior. This study employs a quantitative research approach. The sample consists of 385 industrial packaging purchasers, selected through accidental sampling. The research instrument is a questionnaire, which has been validated for content validity and reliability (IOC > 0.50, Cronbach’s Alpha = 0.94). Data were collected through surveys. Statistical analyses used in this study include percentage, mean, standard deviation, one-way ANOVA, factor analysis, Pearson’s correlation coefficient, and multiple regression analysis. The findings were further validated through expert interviews with five professionals in the corrugated packaging industry. The results indicate that the key factors influencing the repurchase decision of corrugated packaging among B2B customers are as follows 1) Serviceability 2) Conformance to standards 3) Customer requirements 4) Reliability of manufacturers 5) Business communication 6) Packaging performance 7) Cost The correlation coefficient was found to be 0.76, with a coefficient of determination of 0.58. The ranking of these factors suggests that serviceability and product standards are the most significant drivers of repurchase decisions. The development of a repurchase factor model for B2B customers has led to the formulation of strategic improvements in the corrugated packaging supply chain, focusing on enhancing production efficiency, optimizing distribution processes, and designing sustainable strategies to meet customer needs.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
References
รชานนท์ มุกสิขสวัสดิ์. (2567). อุตสาหกรรม “ลูกฟูกไทย” มุ่งสู่ความยั่งยืน สร้างโอกาสเติบโตฐานผลิตใหญ่สุดในอาเซียน. เรียกใช้เมื่อ 11 พฤศจิกายน 2567 จากhttps://www.thaipackmagazine.com/activity/corrutec/
สำนักงานเศรษฐกิจอุตสาหกรรม. (2563). บทวิเคราะห์เชิงลึก เรื่อง แนวโน้มการเปลี่ยนแปลงความต้องการใช้บรรจุภัณฑ์. เรียกใช้เมื่อ 30 ตุลาคม 2567 จาก https://packaging.oie.go.th/new/admin_control_new/html-demo/file/8630714592.pdf
Boston Consulting Group. (1968). Perspectives on Experience. Boston: The Boston Consulting Group.
Cochran, W. G. (1977). Sampling Techniques. (3rd ed.). New York: John Wiley and Sons.
Garvin, D. A. (1984). What does product quality really mean. Sloan Management Review, 26(1), 25-43.
Garvin, D. A. (1987). Competing on the eight dimensions of quality. Harvard Business Review, 65(6), 101-109.
Hellier, P. K. et al. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(12), 1762-1800.
Hutt, M. D. & Speh, T. W. (2001). Business marketing management, A strategic view of Industrial and Organizational Markets, Thomson/South-Western. Ohio: Cincinnati.
Lauterborn, B. (1990). New marketing Litany; Four ps passé; c-words take over. advertisingage, 61(41), 26-33.
Parasuraman, A. et al. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1988), 12-40.
Sweeney, J. C. & Soutar, G. N. (2014). Consumer perceived value: The development of a multiple item scale. Journal of Retailing and Consumer Services, 21(3), 390-399.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 10-22.