@article{Mookarasakul_Chalaechorn_Sangthong_2021, title={Antecedent Variables on Customers’ Loyalty of E-Commerce Startup Business and Business Model in Thailand}, volume={16}, url={https://so03.tci-thaijo.org/index.php/rbac/article/view/255842}, abstractNote={<p>This article intended to present the antecedent variables on customers’ loyalty to the e-commerce startup business since the e-commerce startup is a popular business model for new generation entrepreneurs. The concept of customer loyalty is recognized as a critical factor in the success of any business. Accordingly, building customer loyalty is an essential strategy for business success. The literature review suggested that critical factors affecting customers’ loyalty to e-commerce startup businesses include logistics management, customer relationship management, and corporate image. As a result, this study benefits entrepreneurs and those involved in developing successful customer loyalty strategies for the long-term success of Thai e-commerce startups</p>}, number={2}, journal={Journal of Rattana Bundit University}, author={Mookarasakul, Wasawat and Chalaechorn, Nantaporn and Sangthong, Thaunjai}, year={2021}, month={Dec.}, pages={105–124} }