Factors Affecting the Loyalty of Industrial Customers of Capric (Thailand) Co., Ltd.

Abstract

     This research aimed 1) to study product quality factors, service quality, and the behavior of salesperson in purchasing adhesive tape among industrial customers of Capric (Thailand) Co., Ltd., 2) to study the level of loyalty among industrial customers of Capric (Thailand) Co., Ltd., 3) to compare the loyalty of industrial customer groups of Capric (Thailand) Co., Ltd. according to industrial factory data, and 4) to study product quality factors, service quality, and the behavior of salesperson, affecting the loyalty of industrial customers of Capric (Thailand) Co., Ltd. This was quantitative research using 193 sets of questionnaires as a tool for collecting data. Statistical instruments used were percentage, average, hypothesis testing using t-test, F-test (One-Way ANOVA) and Multiple Regression Analysis.

           The research findings indicated that 1) the importance of factors affecting the loyalty of industrial customers; 2) was at the high level overall; 3) with a comparison of its loyalty, classified according to industrial factory data, there was no different effects; and 4) the factors affecting its loyalty were in terms of behavior of salesperson, able to plan satisfaction creation to maintain and increase sales.