ยุทธศาสตร์การสร้างความภักดีให้กับสมาชิกหอการค้าภาคตะวันออกเฉียงเหนือ

  • ณัฐนันท์ พฤฒิจิระวงศ์ คณะวิทยาการจัดการ มหาวิทยาลัยราชภัฏนครราชสีมา
  • สุธานันท์ โพธิ์ชาธาร Nakhon Ratchasima Rajabhat University
  • สมเกียรติ ทานอก Nakhon Ratchasima Rajabhat University
Keywords: Market Orientation, Relational Norms, Service Performance, Loyalty

Abstract

   

The research aims to study the level of market orientation strategy, service performance, relational norms and customer loyalty, to check the consistency of the causal model and to study the causal relationship of the causal model on service loyalty and create strategy, in order to build the loyalty for members of Northeast Chamber of Commerce. This research employed the quantitative method approach. Questionnaires were used with 331 members. Random sampling technique was used probability in multi-stage sampling, which is step 1, classifying the Northeast Chamber of Commerce into 20 provinces, and step 2, using a simple random sampling method with 20 members, according to the proportion of each province. The result of Objective Congruence Index was 0.814 and the reliability was 0.984. Frequency, percentage, mean and standard deviation were used for data analysis and Structural Equation Model analysis (SEM) was used for hypothesis testing.

            Results showed that all variables and components were at a high level. The results of the causal relationship showed that the structural equation model was consistent a strategy with the empirical data in a good to very good levels. The hypothesis testing found that the market orientation was indirectly influenced service loyalty through service performance, which means that the relational norms were directly influenced service loyalty.

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Published
2020-01-01
Section
Research Articles