Building the Loyalty for HI-END Brand in the Area of Bangkok
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Abstract
At present, the businesses of HI-END products are high competition continuously in several countries. Because brand loyalty with HI-END products is the important target in marketing to lead re-purchases behavior and sustainable loyalty. The purposes of this research are 1) to study the levels of integrated marketing communication, psychology factor, satisfaction and loyalty of customers with HI-END products in Bangkok; 2) to study of affecting a causal relationship of integrated marketing communication, psychology factor, satisfaction and loyalty of customers with HI-END products in Bangkok. This research used mixed methods research for quantitative and qualitative study. The target sample consisted of the 294 customers purchasing with HI-END products by using multi-stage sampling. This research used a questionnaire to collect the data and analyzed by a structural equation model. In the qualitative study employed in depth interviews from the17 marketing professionals. The results showed that 1) Integrated marketing communication and psychology factor were the high level. In addition, brand image, customer satisfaction and brand loyalty of customers had the middle level. 2) Brand image of integrated marketing communication, psychology factor and customer satisfaction had effect on brand loyalty of customers. Moreover, the qualitative analysis found that product identity had more important to attract customer loyalty. Therefore, this research can be applied to the marketing strategies for competitive advantage.
Article Details
เนื่อหาและข้อมูลในบทความ เป็นความรับผิดชอบของผุ้แต่ง
บทความในวารสารเป็นลิขสิทธิ์ของวารสารวิจัยและพัฒนา มหาวิทยาลัยราชภัฏบุรีรัมย์
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