Satategic and Innovative Development of Customer Loyalty for Milk Shop
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Abstract
The purpose of this research is 1) To investigate factors influencing customer loyalty on the dairy business. 2) To develop a causal relationship model that influences customer loyalty on the dairy business. This study uses Mixed-method Research which combines Qualitative and Quantitative Research altogether. The Manifest Research samples include 392 customers of milk cafés in Bangkok, using a questionnaire as a tool to collect data. In addition, interviews with 15 marketing experts were conducted to confirm the findings. The research shows that product innovation does contribute to customer loyalty in the dairy business. Customer satisfaction, trust and marketing strategies also play a major part in customer loyalty. Besides, the in-depth interview also reveals that product identity has a significant role over customer satisfaction. In conclusion, entrepreneurs must maintain the product identity and originality to create the customer lifetime value. The results from quantitative research indicated that: 1) product innovations, marketing strategies, customer satisfaction, customer trust and customer loyalty were rated at a moderate level; and 2) product innovations, marketing strategies, customer satisfaction and customer trust had an influence on customer loyalty. Moreover, qualitative analysis indicated that customer loyalty was a result of the customer’s preference for the identity of the original product, rather than for the products created from new innovation. These findings can be used as a guide for planning and operating a business by focusing on creating sustainable customer loyalty towards the product.
Article Details
เนื่อหาและข้อมูลในบทความ เป็นความรับผิดชอบของผุ้แต่ง
บทความในวารสารเป็นลิขสิทธิ์ของวารสารวิจัยและพัฒนา มหาวิทยาลัยราชภัฏบุรีรัมย์
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