Marketing Factors Affecting Consumer Loyalty to Restaurants Tourism in Chonburi Province: The Role of Consumer Diversity
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Abstract
This research aims to study the level of thought factors. The feeling of action and loyalty to tourist restaurants in Chonburi and to study the influence of thought factors. Feelings and actions that affect consumer loyalty at tourist restaurants in Chonburi Is quantitative research The sample group is made up of tourists who usually use tourist restaurants in Chonburi. Use the finished table to calculate the Sudman sample group (1976). Keep 400 queries. Analyze the level of feedback on ideas and loyalty factors. Found that loyalty The idea of brand awareness The image idea is at a high level. For the sense of experience in the brand Feeling in the brand's favorite Satisfaction in service Feelings about diversity Membership action and familiarity with the brand are the highest levels. The hypothesis test results showed that the main assumption and accepting some secondary assumptions because of the factors, thoughts, feelings, and actions of 4 factors, including realizing the image, liking, and familiarity with the brand. Influencing loyalty to tourist restaurants with a relatively high relationship There is 65.4 percent of forecasting coefficients with statistical significance at the level of 0.05 and brand experience. Satisfaction in service Favorite, diversity, consumer request and being a member of the restaurant, there is no influence on loyalty to tourism restaurants at the statistical significance level of 0.05.
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