Factors Characteristics Had Influence On Loyalty Of Customers Who Access Department Stores: A Case Study Of Siam Paragon Shopping Center And Center World

Abstract

The objectives of the research were; study corporate image, service quality and 7’P marketing strategy factors classified by customers who access to Siam Paragon and Central World; and study corporate image, service quality and 7’P marketing strategy factors influencing loyalty of visitors to these department stores. Conceptual framework is based on corporate image, service quality, 7’P marketing strategy and loyalty. Simple random sampling technique was applied to select 400 from customers who access department stores Siam Paragon and Central World to answer self-reported questionnaire. Data were analyzed by Pearson correlation coefficient analysis, and multiple regression analysis. Research findings revealed that; influencing factors loyalty of customers who access to Siam Paragon were corporate image and service quality had statistically; influencing factors loyalty of customers who access to Central World were service quality and marketing strategy had statistically significant. Considering each aspect, it found that corporate image factor service quality factor and 7’P marketing strategy factors characteristics had influence on loyalty of customers who access department stores. The result was that if customers of Paragon Department Store are more aware of their image and satisfaction in service quality, they will result in increased customer loyalty. And if a customer of Central World department store was satisfied with service quality and marketing strategy. This will result in increased customer loyalty.