FACTORS INFLUENCING SATISFACTION AND LOYALTY IN USING TRADITIONAL RETAIL STORES IN NONGKHAI MUNICIPALITY
Keywords:
Traditional Retail Store, Satisfaction, Loyalty, Marketing MixAbstract
This study aims to 1) To study the customer's satisfaction and loyalty level in the traditional retail store in Nongkhai Municipality by gender, age, profession education and average revenue per mounth 2) To study marketing mix factors influencing customer satisfaction and loyalty in the use of traditional retail stores in Nongkhai municipality. The study used purposeful sampling of which 405 people buying good from conventional stores in Nongkhai Municipality were surveyed. Statistics used to analyze data Personal including percentage, average mean, and standard deviation. Statistics used in hypothesis testing were t-test, one-way analysis of variance and multiple regression. The result of this research found that 1) the level of customer satisfaction of traditional retail stores in Nongkhai municipality was at a high level. Different customers based on diverse demographic characteristics, such as gender, age, education level, career and income are likely to have different satisfaction level and royalty towards using traditional retail stores in Nongkhai municipality at the statistical significance level of 0.05. 2) marketing mix consisting of product, price, place, promotion, people, process and physical environment had different level of effects on customer satisfaction and loyalty towards traditional retail stores in Nongkhai municipality at the significant level of 0.05.
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