Causal Factors Influencing Brand Loyalty Toward Coca-Cola in Thailand
Article Sidebar
Main Article Content
Abstract
This mixed-methods study aimed to explore the causal factors influencing Coca-Cola brand loyalty in Thailand and strategies for building it. A quantitative approach was employed, involving a questionnaire survey of 312 Coca-Cola consumers selected via quota sampling, with the data analyzed using descriptive statistics and Structural Equation Modeling (SEM). Additionally, a qualitative approach was based on content analysis of in-depth interviews with five purposively selected Coca-Cola executives. 1) The results revealed that Brand Image, Trust, and Satisfaction directly and significantly influenced Brand Loyalty < .05, and Trust also indirectly influenced Brand Loyalty through the mediation of Satisfaction < .05, while the influence of Brand Image on Loyalty, either directly through Satisfaction or on Satisfaction alone, was not statistically significant .05; furthermore. 2) Brand loyalty development emphasizes maintaining international quality standards, transparent and sincere communication, distinctive packaging, social and environmental responsibility, attentiveness to customer feedback, and caring after-sales service. These factors foster trust, enhance satisfaction, and lead to long-term brand loyalty.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Views and opinions appearing in articles in the Journal of Arts of Management It is the responsibility of the author of the article. and does not constitute the view and responsibility of the editorial team I agree that the article is copyright of the Arts and Management Journal.
References
Charoenlertsiri, R., & Rammanust, S. (2020). Service quality, brand image, and satisfaction factors influencing the loyalty of service users: A case study of out-patients at Thonburi 2 Hospital. Journal of Politics, Administration and Law, 12(1), 435-452.
https://so03.tci-thaijo.org/index.php/polscilaw_journal/article/view/246015
Ditajan, N., Yawila, L., & Sittioum, R. (2022). Brand equity, service quality, trustworthiness, and consumer loyalty affecting stand-alone coffee houses in Chiang Mai. Academic Journal Phranakhon Rajabhat University, 13(1), 176-192. https://so01.tci-thaijo.org/index.php
/AJPU/article/view/251506
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Pearson Education.
Herman, H., Janrosl, V. S. E., & Aslan, I. (2024). The effect of service quality and brand image on customer loyalty with consumer satisfaction as a mediation variable in Shopee e-commerce. Jurnal Penelitian Pendidikan Indonesia (JPPI), 10(1), 29-36. DOI:10.29210/020243167
Kitbunsri, S., & Boonyoo, T. (2024). Structural effects of decisions to use personal loan services: A case study of employees in Sinsakhon Industrial Estate, Mueang Samut Sakhon, Samut Sakhon. Journal of Academic for Public and Private Management, 6(3), 252-267.
https://so02.tci-thaijo.org/index.php/appm/article/view/266523
Kotler, P., & Keller, K. L. (2006). Marketing management (12th ed.). Prentice Hall.
Kotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). Pearson Education.
Lassoued, R., & Hobbs, J. E. (2015). Consumer confidence in credence attributes: The role of brand trust. Food Policy, 52, 99–107. https://doi.org/10.1016/j.foodpol.2014.12.003
Nasomboon, B., Sathirakul, N., & Chansajcha, W. (2022). The influence of perceived usefulness, ease of use, security, trust, and satisfaction affect the intent of continuing to use G-Wallet among Generation X Y Z. Journal of Business Administration and Languages (JBAL), 10(2), 1-15. https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/257350
Ngamsom, S., & Sansook, J. (2017). Healthcare service quality perceptions and insured patients’ satisfaction with hospital service systems in Phra Nakhon Si Ayutthaya Province. Veridian E-Journal, Silpakorn University (Humanities, Social Sciences and Arts), 10(3), 1393-1408. https://he02.tci-thaijo.org/index.php/Veridian-E-Journal/article/view/105181
Oliver, R. L. (1999). Whence consumer loyalty. Journal of Marketing, 63, 33-34. https://doi.org/10.2307/1252099
Phattharaphongmanee, D., & Rattamapongpingyo, T. (2023). Brand image building, brand experience and perceived quality by QR CODE on label of automotive lubricants influencing brand trust and brand loyalty. Journal of Educational Management and Research Innovation, 5(2), 455-470. https://so02.tci-thaijo.org/index.php/jemri/article/view/260306
Phusalux, J. (2023). The study of causal model of tourism logistics management influencing the loyalty of tourists in southern Andaman provinces. Business Administration and Management Journal Review, 15(2), 129-148. https://so01.tci-thaijo.org/index.php /bahcuojs/article/view/240398
Siam Business. (2023, April 10). The battle of dark soft drinks: “Interbrand” and “local brands” face scorching heat in Thailand 2023. https://citly.me/k32n9
Sitorus, T., & Yustisia, M. (2018). The influence of service quality and customer trust toward customer loyalty: The role of customer satisfaction. International Journal for Quality Research, 12, 639-654.
Sahin, A., Zehir, C., & Kitapçı, H. (2011). The effects of brand experiences, trust and satisfaction on building brand loyalty; An empirical research on global brands. Procedia—Social and Behavioral Sciences, 24, 1288-1301. https://doi.org/10.1016/j.sbspro.2011.09.143
Wichayawong, W., & Khongkhalaung, D. (2023). Causal factors affecting to customers’ loyalty in the Chinese banquet in Nakhon Pathom. Journal of Arts Management, 7(2), 605-623. https://so02.tci-thaijo.org/index.php/jam/article/view/263184
Yulisetiarini, D., Nurhayati, N., Tamara, A., & Subagio, A. (2025). The effect of brand image and trust on loyalty through customer satisfaction as an intervening variable at KFC in Jember. Journal of Innovations in Business and Industry, 3(2), 123-128.
DOI: 10.61552/JIBI.2025.02.005
