The Strategy for Creating the Perception of Product Quality that Affects Mobile Phone Brand Loyalty in the Northeastern Region of Thailand

Abstract

          The objectives of this research were 1) to study the customers' characteristics, mobile phone usage behaviors, opinions on marketing factors, product quality, perception, satisfaction, and mobile phone brand loyalty, 2) to analyze confirmatory factors of marketing factors and perception of product quality that affect mobile phone brand loyalty, and 3) to develop a strategy that creates a perception of product quality that affects mobile phone brand loyalty in the northeastern region of Thailand. This research used mixed methods. The sample consisted of 330 mobile phone buyers or users using multistage random sampling. Data were collected using questionnaires and in-depth interviews. Statistics applied included percentages, averages, standard deviation, confirmatory factor analysis, and structural equation model analysis.
          The findings of the research revealed that 1) most of the customers were male, aged between 26-35 years old, with income of 60,001 Baht and over, and changed mobile phones every 2 years because they wanted a new model. The average price of a mobile phone was over 25,001 Baht. They received news via social media. The product marketing strategy had the highest priority value. 2) The vital factor of the affirmative element comes mainly from the harmony, sophistication, functionality, appearance, reliability, and durability of product, which all influenced customer satisfaction, and 3) the proposed strategy must begin with planning to create the foundation of the service marketing mix, along with creating the perception of product quality that will result in loyalty. The Loyalty Pyramid can be applied as a guideline for fostering brand loyalty.