The Context of Services, Competition Strategies and Brand Personalities in Modern Trade that Affects Consumer Loyalty: A Case Study of Modern Trade in Chiang Rai Province

Abstract

The objectives of this research were to study and to find out the correlation of context of using services, competitive strategies and brand personality perceptions of modern retail businesses affecting consumer loyalty in Chiang Rai Province. Data was collected by using questionnaires from a sample of 460 residents of Muang Chiang Rai District who had experiences in using services in 12 modern retail stores in Chiang Rai Province, such as Big C Supercenter, Tesco Lotus, Central Plaza, Robinson, Tops Market 7-Eleven, Makro, Boots, Watsons, Thanapiriya, Power Buy and Office Mate. The results showed that: Regarding the behavior and context of using modern retail business services among consumers in Chiang Rai Province showed that most consumers used 7-11 convenience store services, followed by Big C Supercenter and the least was Power Buy and Office Mate. The reasons for choosing this service were; it was convenient and close to home. The most purchased items are daily used products followed by food products that can be purchased 24 hours a day and the least was office supplies. As for the overall consumer perception of modern retail competition strategy, it was at a high level. Consumers perceived the competitive strategy of differentiation the most, followed by cost leadership strategies and strategies to target specific markets, respectively. In addition, the overall perception of the brand personality of modern retail businesses in consumer attitudes in Chiang Rai Province was at a high level. The consumer perceived the brand personality in terms of ability the most, followed by the durability and sincerity personality, respectively. With regard to the consumer loyalty towards modern retail business in Chiang Rai was at a high level in overall. The loyalty in the consumer attitude was concerned with the satisfaction of using the service. The reliability and willingness to use the service regularly and the loyalty in the behavioral dimension; the consumers paid more attention to repeat purchases and used services continuously as well as the readiness to pay extra for purchasing. In summary, the context of using services, competition strategy and brand personality perception of modern retail business consumers in Chiang Rai Province had a positive correlation with loyalty statistically significant at the level of 0.01.