THE INFLUENCES OF SERVICE QUALITY, EXPERIENTIAL VALUE ADDED, AND RISK REDUCED BY SALE PERSONS ON CUSTOMER LOYALTY TOWARD DRUGSTORES IN BANGKOK AND ITS VICINITY

Abstract

The study was primarily aimed to identify the service quality, experiential value added by sale persons, and risk reduced by sale persons affecting customer loyalty toward drugstores in Bangkok and its vicinity. Closed-ended survey questionnaires were reviewed the validity of content, tested for reliability, and implemented to collect data from 270 customers of drugstores in Bangkok and its vicinity.  Additionally, data were statistically analyzed using multiple regressions. The results indicated that service qualities in terms of reliability, assurance, empathy, and risk reduced by sale persons positively affected customer loyalty toward drugstores in Bangkok and its vicinity at the significant level of .05. These factors explained 67.9% of the influence toward customer loyalty to drugstores in Bangkok and its vicinity.  However, the service quality in terms of responsiveness, tangibles, experiential value added by sale persons in terms of economic value, service efficiency, service excellence, and enjoyable interaction did not affect customer loyalty toward drugstores in Bangkok and its vicinity at the significant level of .05.