Factors Affecting Customer Loyalty : A Case Study of Akane Beef Noodle Shop, Muang District, Ubon Ratchathani Province

Abstract

This research aimed 1) to study personal factors, service quality of the restaurant and brand loyalty of the customers, 2) to compare between personal factors and brand loyalty of the customers and 3) to study the influence of service quality on the brand loyalty of the customers. The participants were 348 customers of Akane Noodle Restaurant. A questionnaire was used for data collection. Frequency, Percentage, mean, standard deviation, independent two sample t-test, the analysis of variance (ANOVA) - F-test, Pearson’s Product Moment Correlation Coefficient, and Multiple Regression Analysis were used for data analysis. The results revealed that most of the participants were female, marital status as single, age under 30 years old, career as business owner, held a bachelor’s degree or higher, got average monthly income 15,000 Baht or higher. The level of service quality and loyalty opinions show that the average opinions in total were good. The result of comparing between personal factors and brand loyalty showed that marital status and career significantly affected the brand loyalty at statistical level 0.05, but gender age education and average income did not affect the brand loyalty. Moreover, the study of the influence of service quality on the brand loyalty showed that assurance, tangibles, empathy and reliability significantly affected the brand loyalty of the customers at statistical level 0.05, meanwhile responsiveness was not affected the brand loyalty of the customers.