ปัจจัยที่มีผลต่อความจงรักภักดีของลูกค้าที่มีต่อร้านค้าปลีกแบบดั้งเดิมในจังหวัดฉะเชิงเทรา

Abstract

           This study was researching about the factors influencing customer loyalty of traditional retailers in Chachoengsao province. The objectives were to study and analyze factors influencing customer loyalty of traditional retailers in Chachoengsao province and to apply in policy or marketing plan for traditional retailers. Population and the sample used in the study were amount 400 persons of customers buying products in traditional retailers . Purposive sampling, cluster random sampling and questionnaire were used in the research.

          The study reveals that most of the customers are single female aged between 26-33 years. They graduated secondary education or equivalent and have been working as an employee or a private employee with 5,001-15,000 baht of revenue. They usually spend 4-5 times a week buying at traditional retailers because the location is near the office or home and there are several good and beverage brands that have been purchased regularly. When studying the factor of the marketing mix and loyalty of customers buying products in traditional retailers, the overview is in a high level. The result analysis of the factors influencing customer loyalty of traditional retailers finds that to consider the overall, all independent variables jointly explain the variability of the customers towards traditional retailers with a significance level of 0.05. The owner traditional retailers should focus on the product which should be modern, fresh and clean. Its price should be reasonable and remain standard compared to other stores. Product placement should be orderly and easy to buy. Moreover, marketing promotion, premium offering, the store owners, a good relationship between the store employees and customers, and service mind have an impact on supporting traditional retailers.