Guideline for Developing Marketing Capabilities of Petrol Stations by Building Brand Loyalty: the case of Bangchak Petrol Stations in Hat Yai District, Songkhla Province
Keywords:
Service Quality, Brand Equity, Satisfaction, Trust, Brand LoyaltyAbstract
In this study, the researcher studies (1) factors influencing the customers satisfaction of Bangchak petrol station, viz., service quality of Bangchak petrol station (2) factors influencing the customers brand equity of Bangchak petrol station, viz., service quality of Bangchak petrol station (3) factors influencing the customers trust of Bangchak petrol station, viz., brand equity and satisfaction of Bangchak petrol station (4) factors influencing the customers brand loyalty of Bangchak petrol station, viz., satisfaction and trust of Bangchak petrol station (5) a causal relationship model of the influences of service quality, brand equity towards satisfaction, trust and brand loyalty to Bangchak petrol station in Hat Yai District, Songkhla and empiral data. Researcher use quantitative empirical research investigation and employed a questionnaire as an instrument of research for collecting germane data. Using the quota sampling method, the researcher collected data from 300 customers of Bangchak petrol station in Hat Yai District, Songkhla. Using techniques of descriptive statistics, the researcher analyzed the data collected in terms of frequency distribution, percentage, mean, and standard deviation. In addition, the researcher employed the structural equation modeling (SEM) method in the further analysis of the data collected.
The research results found that (1) service quality positively influenced customers satisfaction of Bangchak petrol station. (2) service quality positively influenced customers brand equity of Bangchak petrol station. (3) brand equity positively influenced customers trust of Bangchak petrol station. (4) satisfaction positively influenced customers trust of Bangchak petrol station. (5) satisfaction positively influenced customers brand loyalty of Bangchak petrol station. (6) trust positively influenced customers brand loyalty of Bangchak petrol station.
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