THE STRUCTURAL EQUATION MODELING OF ENHANCING THE LOYALTY OF WORKING-AGE CUSTOMERS WHO PURCHASE ORGANIC PRODUCTS IN PHUTTHAMONTHON DISTRICT, NAKHON PATHOM PROVINCE
DOI:
https://doi.org/10.14456/nrru-rdi.2021.45Keywords:
Loyalty of customers, Service marketing strategy, Perception of service quality, Organic agricultural productsAbstract
This research aim to investigate both direct and indirect impacts of service marketing strategy, perception of service quality on customer satisfaction and loyalty, and to study the structural equation modeling of customer loyalty. The population was comprised of 22,611 customers who purchased organic agricultural products in Phutthamonthon District, Nakhon Pathom Province. Using the Cochran method, a sample of 400 customers was chosen with a purposive sampling technique. The instruments were questionnaires using a 5-point scale, with reliability levels between 0.80-0.97. The data were collected using a survey questionnaire. The statistics employed in the research were frequency, percentage, mean, standard deviation and Structural Equation Modeling (SEM). The results demonstrated that the majority of the sampled customers were business owners. In terms of their organic product purchasing behavior, it was found that the organic product most purchased was organic rice, the purchases were made from supermarkets, they spent between 101-300 THB on each purchase, the frequency of purchasing organic products was once a week, and the timing of the purchase was not consistent. The two factors that affected their intention to buy organic products were their family members and health. The results showed that the factors that affected the loyalty of the working-age customer for organic agricultural products were service marketing strategy, perceived service quality and customer satisfaction. Therefore, the development of a service marketing strategy, perceived service quality, and customer satisfaction tended to increase customer loyalty through a positive attitude, repeat service and promotion by word of mouth.
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