Factors Affecting Customers Loyalty : A Case Study of Lamethong Shop, Kantharalak District, Sisaket Province

Abstract

This study aimed (1) to study personal factors, customer relationship management, image communication and customer loyalty, (2) to compare personal factors affecting customer loyalty and (3) to analyze the influence of customer relationship management, image communication on customer loyalty of Lamethong shop, Kantharalak district, Sisaket province. The sample consisted of 440 experienced customers purchasing products at Lamethong shop, Kantharalak district, Sisaket province by using convenience sampling random. A questionnaire was an instrument for collecting data. Data analysis was conducted through two methods which were descriptive statistics, namely frequency, percentage, mean and standard deviation, and inferential statistics, namely independent two sample t – test, the analysis of variance (ANOVA) and multiple regression analysis. The results revealed that (1) the personal factors which the most of the respondents were male, less than or equal to 40 years old, bachelor’s degree or higher, average annual income between 100,001 – 200,000 bahts per year, the customer relationship management were at high level,  image communication were at high level, and customers loyalty were at high level. (2) The comparing of personal factors affecting customer loyalty found that the personal factors; age and average annual income significantly affected customers’ loyalty at the statistical level of 0.05, but gender and education did not affect customers’ loyalty. Moreover, (3) the result of influence analyzing found that the customer relationship management and image communication significantly affected customers’ loyalty at the statistical level of 0.01.