Customer satisfaction and loyalty in Thai e-commerce
Keywords:
Customer satisfaction, e-loyalty, e-commerce, online purchasingAbstract
PURPOSES: To investigate the influence of brand trust, AI service, self-convenience, personalized customization, and omnichannel marketing on customer satisfaction in online purchasing in Thai e-commerce and the relationship between customer satisfaction and e-loyalty in Thai e-commerce among customers in Bangkok. METHODS: Sample survey research of 400 customers in Thai e-commerce. Questionnaires were sent directly to respondents in Bangkok by google link, and all of them were returned. RESULTS: Omnichannel marketing, brand trust, and AI service were significantly related (p<0.05) with customer satisfaction. The customer satisfaction significantly influenced on e-loyalty (p<0.01). THEORETICAL/POLICY IMPLICATIONS: The retailers involved in e-commerce could use the research results as guidelines for management. The omnichannel marketing, brand trust, and AI service play a significant role in customer satisfaction that retailers could be concerned with.
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