The Influence of 4E Marketing Strategies and Brand Awareness on Loyalty of Users of PTT Gas Stations in Chiang Rai

Abstract

The objective of this study was to examine the influence of 4E marketing strategies and product branding perception towards customers’ loyalty of PTT gas stations in Chiang Rai municipality, Chiang Rai Province. The samples were 385 customers of 7 PTT gas stations located in Chiang Rai Municipality, Chiang Rai Province. The questionnaire was used for data collection and the data was analyzed by descriptive statistics and path analysis. The results showed that: The levels of 4E marketing strategies underpinning customers’ perception, the levels of product branding perception, and the levels of customers’ loyalty of PTT gas stations in Chiang Rai Municipality, Chiang Rai Province were rated at the high level for overall and individual aspects. The 4E marketing strategies and product branding perception affecting the customers’ royalty of PTT gas stations in Chiang Rai Municipality, Chiang Rai Province showed statistically significant influence. These 2 factors showed the influence on customers’ royalty at the 96.50% (R² = 0.965). The individual factors analysis indicated that the 4E marketing strategies showed directly and indirectly positive influence on customers’ royalty against the product branding at the accumulated regression coefficient of 0.965. The positive influence of customers’ royalty towards the product branding at the regression coefficient of 0.609 and 0.983 respectively. The product branding perception showed positive influence on customers’ royalty at the regression coefficient of 0.371 with the statistical significance level of .01.