LOYALTY OF PRODUCTS AND SERVICES AND BUYING DECISION BEHAVIORS FOR PRODUCTS FROM DIRECT SALES BUSINESSES AMONG THE UPPER SOUTHERN CUSTOMERS

Abstract

The purposes of this study were to compare satisfaction towards products of direct sales businesses among customers in the upper southern region, to investigate influencing factors of quality perceptions on products from the direct sales businesses in the upper southern region; and to examine influencing factors of opportunities for repeated use of services from the direct sales businesses in the upper southern region. The American Customer Satisfaction Index was employed as a conceptual framework. This quantitative study employed questionnaires. The samples included 429 customers, which were obtained through a stratified random sampling. The data were analyzed usually a bivariate analysis, a regression model, and an ordered probit model. Results revealed that customers of Company A demonstrated lower satisfaction from products than were of Company B with statistical significance, the influencing factors of quality perceptions on products from the direct sales businesses in the upper southern region, with statistical significance included customer’ expectations and image; and the influencing factors of opportunities for repeated use of services from the direct sales businesses among the customers in the upper southern region with statistical significance included satisfaction, image, and loyalty.