Factors Influencing Customer Loyalty of Traditional Retailers in Ayutthaya Province

Abstract

           This study aimed to 1) study and analyze the factors affecting loyalty towards traditional retail stores in Phra Nakhon Si Ayutthaya Province, and 2) apply the results of the study to determine policies or marketing plans for traditional retail stores. The sample group used in this study was 400 customers who purchased products at traditional retail stores. The stratified sampling was used to obtain samples from each district in Phra Nakhon Si Ayutthaya Province. A questionnaire was used as the research tool.

          The results of the study found that the personal factors of customers towards traditional retail stores were mostly female, aged 26-33 years, had a secondary education or equivalent, were employees/private employees, had an income of 5,001-15,000 baht, were married, and visited traditional retail stores 4-5 times a week. The reasons were that the location was close to work/home and that various brands of beverages were purchased regularly. When studying the marketing mix factors and factors of customer loyalty towards purchasing products at traditional retail stores, overall, they were at a high level. The results of the analysis of the factors affecting customer loyalty towards traditional retail stores found that when considering all independent variables together, they could explain the variance of customers towards traditional retail stores with statistical significance at the 0.05 level.