CAUSAL INFLUENCE BETWEEN PLATFORM QUALITY, SERVICE QUALITY, MARKETING MIX ON THE CONSUMERS’ PERSPECTIVE TO CUSTOMER LOYALTY TOWARDS THE CAR RENTAL BUSINESS IN THAILAND
Keywords:
Car Rental Business, Platform Quality, Service Quality, Marketing Mix, Customer LoyaltyAbstract
This study aimed to examine the causal influence among platform quality, service quality and marketing mix on the consumers’ perspective and customer loyalty, as well as to experiment being the mediator variable of marketing mix on the consumers’ perspective. This study was the quantitative research. The sample was 432 individuals who used to rent a car in Thailand selected by area probability sampling. The questionnaires was used as the study’s instrument. The data was analyzed by descriptive statistics and structural equation modeling analysis with LISREL. The research result found that the model of customer loyalty of those who rented a car in Thailand was in harmony with the empirical data in a good manner. Platform quality and service quality directly influenced on marketing mix on the consumers’ perspective and indirectly did so on customer loyalty sending through the marketing mix on the consumers’ perspective. The practical benefit is suggesting the guideline to car rental business owners on improving rental platform quality, for example, developing a quality and accessible website and an application on smartphone that show the up-to-date necessary information, importantly the website or application should be easy to use. Moreover, the research will help the business owners improve their service by concerning the safety of the selected cars that will provide to the customers, delivering the cars straight right to customers’ accommodation, and providing a convenient contact channel when assistance is needed. These will create customer loyalty and make car rental businesses exist in the future.
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