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The Influence of Marketing Mix Factors Service Quality and the Corporate Image on the Loyalty of Pickup Truck Customers

Author

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  • PICHYADA PHEUNPHA

    (Faculty of Management Science, Ubon Ratchathani University)

Abstract

The research aimed to study the influence of marketing mix, service quality, and corporate image on customer loyalty of Pickup trucks in Ubon Ratchathani province, Thailand. A questionnaire with a reliability coefficient (0.97) at a very high level was used in this study. Cluster sampling was collected from 400 customers from 5 careers in Ubon Ratchathani province: university students, entrepreneurs, company employees, workers, and civil servants. The statistics were descriptive, ANOVA, and multiple regression analysis. The results showed that different types of jobs did not differ in customer loyalty to Pickup Trucks (F = 1.51, sig = 0.19 > 0.05). The marketing mix, service quality, and corporate image can explain customer loyalty of Pickup Truck 74.5%. Ten sub-variables affect the loyalty of customers, which are the regression coefficient of trust (? = 0.32**), place (? = -0.22**), after-sale service (? = 0.18**), suggestions (? = 0.17**), promotion (? = 0.16**), access (? = 0.13*), satisfaction (? = 0.12*), and communication (? = 0.07*), respectively.

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  • Pichyada Pheunpha, 0000. "The Influence of Marketing Mix Factors Service Quality and the Corporate Image on the Loyalty of Pickup Truck Customers," Proceedings of Economics and Finance Conferences 14316129, International Institute of Social and Economic Sciences.
    • Handle: RePEc:sek:iefpro:14316129
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    References listed on IDEAS

    as
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    More about this item

    Keywords

    Corporate Image; Service Quality; Marketing Mix; Customer Loyalty; Pickup Truck;
    All these keywords.

    JEL classification:

    • F23 - International Economics - - International Factor Movements and International Business - - - Multinational Firms; International Business
    • L17 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Open Source Products and Markets
    • D40 - Microeconomics - - Market Structure, Pricing, and Design - - - General

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