SYNTHESIS OF FACTORS AFFECTING CUSTOMER LOYALTY IN HEALTH BEVERAGE GROUP IN SOUTHERN THAILAND: A LITERATURE REVIEW
Keywords:
Health drinks, customer loyalty, customer trust, customer experience, customer connectionAbstract
This article aims to synthesize factors affecting customer loyalty in the health drink group in the southern region of Thailand. The results of the literature review found that customer trust affects customer loyalty, customer experience affects customer trust, customer engagement affects customer trust, and customer engagement affects customer loyalty. Therefore, health drink business operators must focus on building customer trust, creating good customer experiences, and building customer engagement so that these factors result in customer loyalty, which will lead to repeat purchases and word-of-mouth among customers. This will also be beneficial for developing a sustainable business. In addition, relevant agencies can use the results of this literature review to develop curricula, provide knowledge, training, and recommendations, as well as find ways to expand health drinks to reach more consumer groups, in order to create long-term health benefits for the public.
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