IDEAS home Printed from https://ideas.repec.org/p/sek/iefpro/14316129.html
   My bibliography  Save this paper

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

Author

Listed:
  • 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.

Suggested Citation

  • 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
    as

    Download full text from publisher

    File URL: https://iises.net/proceedings/international-conference-on-economics-finance-and-business-vienna-2024/table-of-content/detail?cid=143&iid=005&rid=16129
    File Function: First version, 0000
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Oliver, Richard L. & Balakrishnan, P. V. (Sundar) & Barry, Bruce, 1994. "Outcome Satisfaction in Negotiation: A Test of Expectancy Disconfirmation," Organizational Behavior and Human Decision Processes, Elsevier, vol. 60(2), pages 252-275, November.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Jinsoo Park & Hamirahanim Abdul Rahman & Jihae Suh & Hazami Hussin, 2019. "A Study of Integrative Bargaining Model with Argumentation-Based Negotiation," Sustainability, MDPI, vol. 11(23), pages 1-21, December.
    2. Ashleigh Shelby Rosette & Shirli Kopelman & JeAnna Lanza Abbott, 2014. "Good Grief! Anxiety Sours the Economic Benefits of First Offers," Group Decision and Negotiation, Springer, vol. 23(3), pages 629-647, May.
    3. Bowles, Hannah Riley & Babcock, Linda & Lai, Lei, 2004. "Do You a Favor? Social Implications of High Aspirations in Negotiation," Working Paper Series rwp04-033, Harvard University, John F. Kennedy School of Government.
    4. Naquin, Charles E., 2003. "The agony of opportunity in negotiation: Number of negotiable issues, counterfactual thinking, and feelings of satisfaction," Organizational Behavior and Human Decision Processes, Elsevier, vol. 91(1), pages 97-107, May.
    5. Anca Maria CLIPA, 2018. "Employment Contract Negotiations For Romanian It Employees And Their Willingness For Future (Re)Negotiations," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 18, pages 307-312, December.
    6. Nicola Bellantuono & Donatella Ettorre & Gregory E. Kersten & Pierpaolo Pontrandolfo, 2014. "Multi-attribute Auction and Negotiation for e-Procurement of Logistics," Group Decision and Negotiation, Springer, vol. 23(3), pages 421-441, May.
    7. Olsson, Lars E. & Friman, Margareta & Pareigis, Jörg & Edvardsson, Bo, 2012. "Measuring service experience: Applying the satisfaction with travel scale in public transport," Journal of Retailing and Consumer Services, Elsevier, vol. 19(4), pages 413-418.
    8. Hong-Youl Ha, 2020. "Exploring the Effects of Trust and Its Outcomes in B2B Relationship Stages: A Longitudinal Study," Sustainability, MDPI, vol. 12(23), pages 1-14, November.
    9. Patton, Charles & Balakrishnan, P.V. (Sundar), 2012. "Negotiating when outnumbered: Agenda strategies for bargaining with buying teams," International Journal of Research in Marketing, Elsevier, vol. 29(3), pages 280-291.
    10. Brady, Garrett L. & Inesi, M. Ena & Mussweiler, Thomas, 2021. "The power of lost alternatives in negotiations," Organizational Behavior and Human Decision Processes, Elsevier, vol. 162(C), pages 59-80.
    11. Hart, Einav & Schweitzer, Maurice E., 2020. "Getting to less: When negotiating harms post-agreement performance," Organizational Behavior and Human Decision Processes, Elsevier, vol. 156(C), pages 155-175.
    12. Ingmar Geiger, 2014. "Media Effects on the Formation of Negotiator Satisfaction: The Example of Face-to-Face and Text Based Electronically Mediated Negotiations," Group Decision and Negotiation, Springer, vol. 23(4), pages 735-763, July.
    13. Vonny Susanti & Ujang Sumarwan & Megawati Simanjuntak & Eva Z Yusuf, 2020. "Rational Antecedent Framework of Brand Satisfaction in the Industrial Market: Assessing Rational Perceived Quality and Rational Perceived Value Roles," International Review of Management and Marketing, Econjournals, vol. 10(1), pages 19-26.
    14. Eva-Maria Pesendorfer & Sabine T. Koeszegi, 2006. "Hot Versus Cool Behavioural Styles in Electronic Negotiations: The Impact of Communication Mode," Group Decision and Negotiation, Springer, vol. 15(2), pages 141-155, March.
    15. Patton, Charles & Balakrishnan, P.V. (Sundar), 2010. "The impact of expectation of future negotiation interaction on bargaining processes and outcomes," Journal of Business Research, Elsevier, vol. 63(8), pages 809-816, August.
    16. Ayman M. Wasfy & Yasser A. Hosni, 1998. "Two-Party Negotiation Modeling: An Integrated Fuzzy Logic Approach," Group Decision and Negotiation, Springer, vol. 7(6), pages 491-518, November.
    17. Sascha Alavi & Johannes Habel & Marco Schwenke & Christian Schmitz, 2020. "Price negotiating for services: elucidating the ambivalent effects on customers’ negotiation aspirations," Journal of the Academy of Marketing Science, Springer, vol. 48(2), pages 165-185, March.
    18. Gerrit Antonides & Lies Hovestadt, 2021. "Product Attributes, Evaluability, and Consumer Satisfaction," Sustainability, MDPI, vol. 13(22), pages 1-20, November.
    19. Baird, Michael & Ouschan, Robyn & Phau, Ian, 2011. "Discrepancies of positive and negative consumption expectations in high risk drinking experiences," Australasian marketing journal, Elsevier, vol. 19(1), pages 1-6.
    20. Ettema, Dick & Gärling, Tommy & Olsson, Lars E. & Friman, Margareta, 2010. "Out-of-home activities, daily travel, and subjective well-being," Transportation Research Part A: Policy and Practice, Elsevier, vol. 44(9), pages 723-732, November.

    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

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sek:iefpro:14316129. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Klara Cermakova (email available below). General contact details of provider: https://iises.net/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.