ส่วนประสมทางการตลาด ความพึงพอใจ และความภักดีต่อตราสินค้า ของผู้พักอาศัยหอพักและอะพาร์ตเมนต์ในจังหวัดเชียงราย

Abstract

This study aims to investigate the interrelationship between marketing mix, satisfaction and brand loyalty of dormitory and apartment business in Chiang Rai province. This quantitative study utilized the field-survey questionnaires, obtaining from 400 residents. Data collection was analyzed by using structural equation modeling (SEM). The results of the study revealed that the marketing mix of dormitory and apartment business in Chiang Rai province consists of product, price, place, promotion, process of service, productivity and quality of service, people and physical evidence. Marketing mix has direct and indirect influence on brand loyalty through satisfaction.