Satisfaction and loyalty as an intermediate variable that connects the marketing mix to Purchase Intention use of GrabFood’s mobile application within around Thonburi, Bangkok

Authors

  • Sudtirak Nutchanat
  • Sumalee Ramanust

Keywords:

7P marketing mix, satisfaction, Loyalty, purchase intention, GrabFood’s application

Abstract

The objective of this study is: 1) To study marketing mix factors and satisfaction factor of loyalty factors to use GrabFood's mobile application of users within the Thonburi, Bangkok 2) To study satisfaction factors and loyalty factors as an intermediary variable that connects the marketing mix to purchase intention use of the GrabFood application of users around Thonburi, Bangkok. The instrument used in this research was a questionnaire by collecting data with GrabFood's mobile application that users presented in the Thonburi. The audience target of this survey is around 500 people according to Comrey and Lee (2013), the statistics used in this research consisted of (1) descriptive statistics. Including mean and (2) statistical analysis of Structural Equation Model (SEM) using by PLS Graph 3.0. The research findings revealed that most of the respondents are female, aged 20-30 years, married, earning less than 30,000 baht/month. The frequency of using GrabFood service in the previous month is around 2-5 times. The major reason to use GrabFood service is promotion. Thai is the most popular kind of food to order, and the top place to take the order is home or condominium. The research hypothesis test illustrated that the marketing mix is significantly related to satisfaction, brand loyalty and intention to use GrabFood mobile application among the respondents at .01 level. Satisfaction and brand loyalty are significantly related to intention to use GrabFood mobile application among the respondents at .01 level. The indirect influence of satisfaction and brand loyalty factors connecting the marketing mix with intention to use GrabFood mobile application among the respondents is not equal to 0

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References

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Published

2022-03-14

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Section

บทความวิจัย