The factors affecting to customer loyalty of the ride hailing industry in Thailand

Tuangporn Pinudom

dc.contributor.author	Tuangporn Pinudom
dc.date.accessioned	2023-12-27T09:24:21Z
dc.date.available	2023-12-27T09:24:21Z
dc.date.issued	2021
dc.identifier.uri	https://buuir.buu.ac.th/xmlui/handle/1234567890/10285
dc.language.iso	en_US	th_TH
dc.publisher	วิทยาลัยนานาชาติ มหาวิทยาลัยบูรพา	th_TH
dc.subject	Brand loyalty	th_TH
dc.subject	Customer relations --Management	th_TH
dc.subject	Ride hailing service	th_TH
dc.title	The factors affecting to customer loyalty of the ride hailing industry in Thailand	th_TH
dc.title.alternative	ปัจจัยที่ส่งผลต่อการภักดีของแบรนด์ในธุรกิจพัฒนาบริการยานพาหนะผ่านทางแอปพลิเคชัน กรณีศึกษาประเทศไทย	th_TH
dc.type	Research	th_TH
dc.year	2021	th_TH
dc.description.abstractalternative	Identifying and creating customer loyalty is essential for business success. Understanding the customer loyalty requires understanding value for the customers. The study of customer value is more significant for several researches. However, many factors can affect customer value. This research explores the relationship between product value (product quality, product innovation), service value (customer relationship management, supplier relationship management), and brand value (brand awareness, brand image), and their impact on customer value and customer loyalty in the ride hailing industry in Thailand. The Exploratory Factor Analysis (EFA) was applied to the preliminary analysis of the variables. Poor-performing items were removed from the original items. The 31 remaining items were reanalyzed in regrouping and renamed in 6 constructs which were ‘supplier relationship’, ‘brand image and brand value’, ‘product value and product innovation’, ‘customer relationship’, ‘product quality’, and ‘service value’. Confirmatory Factory Analysis (CFA) conducted in AMOS revealed the relationship of these 6 main variables and their impacts on customer value and customer loyalty. The research result shows that the service value has the most positive impact to the customer value compared with other variables. Brand image and brand value is the variable that has least positive effect on the customer value. In addition, the relationship between customer value and customer loyalty were also examined in this study and the research result shows that there is a positive relationship between these two variables	th_TH