Relationships between Customer Loyalty Orientation and Customer Commitment of Café Amazon in Nakhon Phanom, Sakhon Nakhon and Mukdahan
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Abstract
This research aimed to examine the relationships between customer loyalty orientation and customer commitment. The questionnaire was used as a data collection tool. The data was collected from450 Café Amazon customers in Nakhon Phanom, Sakon Nakhon, and Mukdahan using convenience sampling. The data was analyzed using descriptive statistics, the multiple correlation analyses, and multiple regression analyses. The results showed that the overall opinions of Café Amazon customers in Nakhon Phanom, Sakon Nakhon, and Mukdahan about customer loyalty orientation as well as each aspect were at a high level, and the opinions toward customer commitment were also at a high level. The analysis of the multiple correlation analysis and multiple regression analysis found that 1) customer loyalty orientation in the aspect of perceptive orientation has a positive relationship and impact on customer commitment; 2) customer loyalty orientation in the aspect of affective orientation has a positive relationship and impact on customer commitment; 3) customer loyalty orientation in the aspect of behavioral orientation has a positive relationship and impact on customer commitment; and 4) customer loyalty orientation in the aspect of attitudinal orientation has a positive relationship and impact on customer commitment. According to this research result, businesses prioritize customer loyalty orientation for building awareness and understanding of products and services, focus on making customers feel good and have a good attitude in order to build the customers' satisfaction and impression, and motivate customers to participate in activities to become supportive of organizational behavior and lead to the customers' reliability and trust to become the commitment between customer and organization to achieve business goals and gain benefit in business operation.
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