ส่วนประสมการค้าปลีกที่มีผลต่อความจงรักภักดีในการใช้บริการร้านสะดวกซื้อของผู้บริโภคในเขตกรุงเทพมหานคร

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วลัย ซ่อนกลิ่น

Abstract

The purposes for this study of Impact of Retail Marketing Mix on Customers Loyalty for Using Service at Convenience Stores in Bangkok Metropolitan Region were to study the levels of significance and influence on Customers Loyalty for Convenience Store in Bangkok Metropolitan Region. The population and the sampling group for this study was the consumer group who inhabits in Bangkok Metropolitan Region and who bought the goods at the convenience stores by randomingly data collecting from the sampling group in the amount of 400. The result from this study found that most samples were female who were 20-35 years of age, married, bachelor degree and private employee who had monthly income 10,000-15,000 baht. Frequently bought goods were household product furthermore 7-eleven was the convenience store that bought the most often. The period of using the service at 7-eleven was 5 years. The levels of significance of Retail Marketing Mix which were different would affect on the loyalty at the convenience store as product management, the shop decoration, location and service, respectively. Despite the fact that Linear Regression Model, Retail Marketing Mix had the influence on the loyalty for using service = (0.196)*product management + (0.420)*the shop decoration + (0.684)* service

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บทความวิจัย (Research Articles)