CUSTOMER LOYALTY OF FURNITURE STORES IN BANGKOK : A CASE STUDY OF SB DESIGN SQUARE AND INDEX LIVING MALL

Abstract

The purposes of this research were to compare level of loyalty on product and service of customers of SB Design Square and Index Living Mall in Bangkok; and to study attributes that have influences loyalty of those customers. Conceptual framework was based on American Customer Satisfaction Index Model. Stratified random sampling technique was applied to select 500 customers of SB Design Square and Index Living Mall in Bangkok to answer self-reported questionnaire. Data were analyzed by bivariate analysis and regression model analysis. Research findings revealed that customer loyalty of Index Living Mall was statistically significant higher than that of SB Design Square; expectation, perceived quality, perceived value, and image had statistically significant relationship with customer satisfaction; customer satisfaction and customer complaint had statistically significant relationship with customer loyalty. These results implied that if customer satisfaction had been increased and customer complaint had been reduced, customer loyalty would be higher. Loyal customer would recommend perceived good things to other and repurchase in the future.