Brand Experience, Brand Trust and Brand Loyalty of Customers in Thai Airlines Business

Abstract

            This objectives of the research were 1) to study the relationship between brand experience and brand trust; 2) to study the relationship between brand trust and brand loyalty; and 3) to study the relationship between brand experience and brand loyalty. The research methodology was quantitative research using questionnaire for data collection from 400 respondents who live in Bangkok aged between 21 – 65 years old. The study divided respondents into two types of samples of 200 per each type. One is group of people who have flown with Thai Airways at least once during the past 6 – 12 months. The other is group of people who have flown with Bangkok Airways at least once during the past 6 – 12 months.       

            The finding of the study showed that 1) brand experience and brand trust was correlated positively in a high level with statistical significance at 0.01 2) brand trust and brand loyalty was correlated positively in a high level with statistical significance at 0.01 3) brand experience and brand loyalty was correlated positively in a high level with statistical significance at 0.01