Perceived Value and Customer Loyalty of Inter Brand and Local Brand: Comparison Between Greyhound café and The Chocolate Factory

Abstract

The purposes of this research were to determine factors affecting perceived value and customer loyalty between an international brand and a local brand; and to evaluate service satisfaction of the international brand and the local brand as well as to compare the perceived value and customer loyalty of the international brand and the local brand. Conceptual framework is based on American Customer Satisfaction Index (ACSI). Simple random sampling technique was applied to select 243 consumers living in Hua Hin and tourists, both of which had either dining alone, or with friend or with family to answer self-reported questionnaire. Data was analyzed by bivariate statistical analysis consisted of t-test, F-test, and correlation analysis. Research findings revealed that factors affecting perceived value and customer loyalty of the international brand and the local brand, consist of 6 components which are: Customer Expectations, Perceived Quality, Perceived Value, Overall Customer Satisfaction, Customer Voice, and Customer Loyalty; and Customer Expectations is the initial factor that has a positive influence on Perceived Quality and these two factors constantly have a positive influence on Perceived Value being worth the money spent on the services. These three factors constantly have a positive influence on Overall Customer Satisfaction which has a positive influence towards both Customer Voice and Customer Loyalty at a statistically significant level of 0.01, 0.05.