QUALITY OF SERVICE AND MARKETING MIX HAS A POSITIVE INFLUENCE ON CUSTOMER LOYALTY. IN CHONBURI

Abstract

This study aims 1.) To study the factors of service quality that positively influenced the loyalty of customers who bought rice husks. in Chonburi Province. 2.) To study the marketing mix factors that positively influence the loyalty of the customers who bought rice husk. in Chonburi Province.  The questionnaires were used to collect data. Multiple Regression Analysis were used in the analysis. The study was a study of a sample of mostly males aged 31-40 years with a bachelor's degree. with 5-10 years of experience in raising chickens and opening a business in the category of a broiler farm that has been in operation for 1-5 years, with the quality of service will have the highest level of satisfaction Sorted by the reliability of the service provider's capabilities. service access on demand response Integrity and Confidence communication The aspect of creating something tangible and the aspect of understanding Marketing mix that pays attention to the price (Price) aspect products (Product), marketing promotion (Promotion) and distribution (Place), respectively, and the hypothesis testing results showed that The 4 P's marketing mix factor has a positive influence on the loyalty of customers who buy rice chaff.