Customer Loyalty Model of Adhesive Tape Business in Thailand
Keywords:
Customer Loyalty, Customer Satisfaction, Service Quality, Service Innovation, Brand Image, Adhesive Tape BusinessAbstract
This research aims to investigate the customer loyalty model of Adhesive Tape Business in Thailand. This research was mixed methods approach: qualitative and quantitative research design using convergent parallel design. The online questionnaire used as an instrument for collecting data from 340 customers of Adhesive Tape Business in Thailand and used interview questionnaire as an instrument for collecting data by in-depth Interview from 20 executive and experts in product management of Adhesive Tape Business in Thailand. The variables consisted of two endogenous latent variable:customer satisfaction and customer loyalty; and three exogenous latent variable: service quality, service innovation, and brand image.These latent variables were measured by 17 observed variables. All the composite reliability values ranged from 0.741 to 0.769. Data was analyzed by SEM.
The results show that quantitative research and qualitative research are consistent. In addition, the results indicate that the highest level factor influencing the customer satisfaction directly influenced customer loyalty.Moreover, subordinate highest level factor influencing the service quality directly influenced customer loyalty. Additionally, the results of this study indicate that customer loyalty model of Adhesive Tape Business in Thailand was in congruence with the empirical data.This model exhibits goodness of fit.
References
Aaker, D. A., Kumar, V. & Day, G. S. (2001). Marketing Research. New York: John Wiley and Son.
Ali, A.H., Al-Musawi, M.T., Shanan, Z.J. (2021). Production and Characterization of Nanoparticles Lipid Carrier (NLCs) Loaded with Red Clover Isoflavones Extract and Their Effect on Serum Lipid Profile in Postmenopausal Period. Journal of Biotechnology Research Center, 15(2), 39-50.
Bangkokbiznews. (2022). STP has Potential to Grow as Food Packaging Grows. Retrieved from https://www.bangkokbiznews.com/business/1010578. [In Thai]
Barclay, D., Higgins, C. & Thompson, R. (1995). The Partial Least Squares (PLS) Approach to Causal Modeling: Personal Computer Adoption and Use As an Illustration. Technology studies, 2(2), 285-309.
Bernarto, I., Berlianto, M.P., Meilani, Y.F.C.P., Masman, R.R. & Suryawan, I.N. (2020). The Influence of Brand Awareness, Brand Image, and Brand Trust on Brand Loyalty. Jurnal Manajemen, 24(3), 412-426.
Boonsing, K. (2023, November 18). Interview by S. Neevong [Tape recording]. C. K. Shoes (Thailand) Company Limited, Khonkaen. [In Thai]
Chow, W.S. & Chan, L.S. (2008). Social Network, Social Trust and Shared Goals in Organizational Knowledge Sharing. Information and Management, 45(7), 458-462.
Chupradit, K. (2023, December 2). Interview by S. Neevong [Tape recording]. Interthai Pharmaceutical Manufacturing Company Limited, Bangkok. [In Thai]
Dandis, A.O. & Eid, M.A.H. (2022). Customer Lifetime Value: Investigating the Factors Affecting Attitudinal and Behavioural Brand Loyalty. The TQM Journal, 34(3), 476-493.
Diallo, M.F., Chandon, J.L., Cliquet, G. & Philippe, J. (2020). Factors Influencing Consumer Behaviour Towards Store Brands: Evidence From The French Market. International Journal of Retail & Distribution Management, 41(6), 422-441.
Department of Business Development. (2021). DBD Data Warehouse. Retrieved from https://datawarehouse.dbd.go.th/searchJuristicInfo/. [In Thai]
Douglas, D. (2003). Grounded Theories of Management: A Methodological Review. Management Research News, 26(5), 44-52.
Fornell, C. & Larcker, D.F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Market Research, 18(1), 39-50.
Hair, J.F., Black, W.C., Babin, B.J. & Anderson, R.E. (2010). Multivariate data analysis: A global perspective. (7th ed.). New Jersey: Pearson Education Inc.
Hamouda, M. (2019). Omni-Channel Banking Integration Quality and Perceived Value as Drivers of Consumers’ Satisfaction and Loyalty. Journal of Enterprise Information Management, 32(4), 608-625.
Islam, A. K. M. N., Mäntymäki, M., and Benbasat, I. (2019). Duality of Self-Promotion on Social Networking Sites. Information Technology & People, 32(2), 269-296.
Jiarapakdee, W. (2023, December 9). Interview by S. Neevong [Tape recording]. Thai Nato Packing Tap Limited Partnership, Nonthaburi. [In Thai]
Klos, E.K., Yimer, B.A.; Howarth, C.J.; McMullen, M.S.; Sorrells, M.E.; Tinker, N.A.; Yan, W. & Beattie, A.D. (2021). The Genetic Architecture of Milling Quality in Spring Oat Lines of the Collaborative Oat Research Enterprise. Foods, 10(10), 2479.
Liang, F., Zhang, Y., Li, L., Yang, Y., Fei, J.F., Liu, Y., Qin, W. (2022). SpG and SpRY Variants Expand the CRISPR Toolbox for Genome Editing in Zebrafish. Nature communications, 13(1), 3421.
Limsrichamrern, T. (2023, November 25). Interview by S. Neevong [Tape recording]. Mega Life Sciences Public Company Limited, Samat Prakan. [In Thai]
Manyanga, W., Makanyeza, C. & Muranda, Z. (2022). The Effect of Customer Experience, Customer Satisfaction and Word of Mouth Intention on Customer Loyalty: The Moderating Role of Consumer Demographics. Cogent Business & Management, 9(1), 1-20.
Marshall, M.N. (1996). Sampling for Qualitative Research. Family Practice, 13(6), 522-525.
Mohammed, I.E.A. (2019). Modelling the Relationship between Hotel Perceived Value, Customer Satisfaction, and Customer Loyalty. Journal of Retailing and Consumer Services, Elsevier, 50(3), 322- 332.
Mostafa, R.B. & Kasamani, T. (2021). Brand Experience and Brand Loyalty: Is It A Matter of Emotions?. Asia Pacific Journal of Marketing and Logistics, 33(4), 1033-1051.
Myint, N. Z., & Kohsuwan, P. (2019). Determining Customer Loyalty Outcomes through Corporate Social Responsibility (CSR) and Customer-Based Brand Equity (CBBE): A Study of Private Bank in Myanmar. Apheit International Journal, 8(2), 64-86.
Nguyen, D.T., Tran, M.D., Pham, V.T. & Pham, D.B.T. (2020). Impact of Service Quality, Customer Satisfaction and Switching Costs on Customer Loyalty. Journal of Asian Finance Economics and Business, 7(8), 395-405.
Nunnally, J.C. (1978). Psychometric theory. New York: McGraw-Hill.
Nunnally,J.C. & Bernstein, I.H. (1994). Psychometric Theory. (3rd ed.). New York, NY:McGraw-Hill.
Oliver, R. L. (1980). A Cognitive Model of The Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17(4), 460-469.
Pajundee, S. (2023, November 15). Interview by S. Neevong [Tape recording]. C.T. Master (Thailand) Company Limited, Bangkok. [In Thai]
Phothisita, C. (2011). The art and science of qualitative research. (3rd ed). Bangkok, Amarin Printing and Publishing. [In Thai]
Plien-Uam, S. (2023, November 20). Interview by S. Neevong [Tape recording]. Navasri Manufacturing Company Limited, Pathum Thani. [In Thai]
Schumacker, R. E. & Lomax, R. G. (2010). A beginner’s guide to structural equation modeling. (3rd ed). New Jersey: Lawrence Erlbaum Associates.
Senapati, A., Rana, S., Das, T., & Chattopadhyay, J. (2021). Impact of Intervention on the Spread of COVID-19 in India: A Model-Based Study. Journal of Theoretical Biology, 523(2021), 110711.
Shin, J., Yu, H., Moon, H., Madotto, A. and Park, J. (2022). Dialogue Summaries as Dialogue States (DS2), Template-Guided Summarization for Few-shot Dialogue State Tracking. Information Processing & Management, 61(3), 3824–3846.
The Thai Printing Association. (2022). Insight into Thai Printing and Packaging Trends in 2022. Retrieved from https://www.thaiprint.org/2022/04/vol135/industrial135-04/.
Wongkaew, T. (2023, November 29). Interview by S. Neevong [Tape recording]. Top Form Brassiere (Maesot) Company Limited, Tak. [In Thai]
Yimer T.S. & Belay H.G. (2021). Knowledge and Practice of Health Care Providers Towards Proper Face Mask Utilization to Minimize the Extent of COVID-19 Infection in Amhara Region Referral Hospitals, Ethiopia. Journal of Multidisciplinary Healthcare, 14, 1583-1591.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Modern Management Journal
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
