ความสัมพันธ์ระหว่างคุณค่าตราผลิตภัณฑ์และความภักดีของลูกค้า: การทดสอบความพึงพอใจของลูกค้าเป็นตัวแปรคั่นกลาง
คำสำคัญ:
คุณค่าตราผลิตภัณฑ์, ความพึงพอใจของลูกค้า, ความภักดีของลูกค้า, รถยนต์โตโยต้าบทคัดย่อ
การวิจัยนี้มีวัตถุประสงค์เพื่อตรวจสอบอิทธิพลของคุณค่าตราผลิตภัณฑ์ที่มีผลกระทบต่อความพึงพอใจและนำไปสู่ความภักดีของลูกค้ารถยนต์ตราโตโยต้า อำเภอเมือง จังหวัดนครราชสีมา การวิจัยนี้ใช้การวิเคราะห์การถดถอยเชิงพหุ สำหรับวิเคราะห์ความสัมพันธ์ระหว่างตัวแปรเหล่านี้ กลุ่มตัวอย่างที่ใช้ศึกษาจาก ผู้ใช้รถยนต์โตโยต้า จำนวน 378 ราย ในอำเภอเมือง จังหวัดนครราชสีมา ผลการทดสอบสมมติฐาน พบว่า คุณค่าตราผลิตภัณฑ์ (การรับรู้ถึงคุณภาพตราผลิตภัณฑ์ การสร้างตัวตนเชื่อมโยงของตราผลิตภัณฑ์ และความภักดีต่อตราผลิตภัณฑ์) มีอิทธิพลสำคัญและส่งผลทิศทางในเชิงบวกต่อความพึงพอใจของลูกค้า ซึ่งเป็นที่น่าสังเกตว่าการตระหนักถึงตราผลิตภัณฑ์ไม่ได้เป็นองค์ประกอบสำคัญของคุณค่าตราผลิตภัณฑ์ที่ช่วยเพิ่มความพึงพอใจของลูกค้า ในขณะที่ความพึงพอใจของลูกค้านำไปสู่ความภักดีของลูกค้า โตโยต้า อำเภอเมือง จังหวัดนครราชสีมา การศึกษานี้เป็นการยืนยันถึงความสำคัญของคุณค่าตราผลิตภัณฑ์ ที่สอดคล้องกับทฤษฎีฐานทรัพยากร
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