Factors Influencing the Loyalty of Mor Lam Fans, Rabeab Watasin Band
Article Sidebar
Main Article Content
Abstract
The objective of research on factors influencing the loyalty of Mor Lam fans, Rabeab Watasin band is to study the service marketing mix factors including product, price, place, promotion, people, physical evidence, process, and digital marketing factors that influence the loyalty of Mor Lam fans, Rabeab Watasin band in Thailand. The focus is on studying the target population, namely those who have watched and loved performing of Rabeab Watasin band, including 400 people, using questionnaires as a data collection tool by selecting a purposive sampling and analyzing the results with multiple regression analysis. The results showed that product, physical evidence, process, and digital marketing factors influence the loyalty of Mor Lam fans, Rabeab Watasin band, while price, place, promotion, and people factors do not influence the loyalty of Mor Lam fans, Rabeab Watasin band.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Views and opinions appearing in the Journal it is the responsibility of the author of the article, and does not constitute the view and responsibility of the editorial team.
References
Afzal, S., & Khan, J. (2015). Impact of online and conventional advertisement on consumer buying behavior of branded garments. Asian Journal of Management Sciences & Education, 4(1), 125-135.
Amoako, G.K., Anabila, P., Effah, E.A. & Kumi. D.K. (2017). Mediation role of brand preference on bank advertising and customer loyalty: a developing country perspective. International Journal of Bank Marketing, 35(6), 983-996. https://doi:10.1108/IJBM-07-2016-0092
Aqsa, M., & Kartini, D. (2015). Impact of online advertising on consumer attitudes and interests buy Online. International Journal of Scientific & Technology Research, 4(4), 230-236.
Armstrong, G., & Kotler, P. (2017). Principles of Marketing (17th ed.). Pearson Education.
Bansal, R., Masood, R., & Dadhich, V. (2014). Social media marketing-a tool of innovative marketing. Journal of Organizational Management, 3(1), 1-7.
Benjamas K. (1978). Folk games in the Isan region: Mo Lam Mo Khaen. Division of Literature and History, Fine Arts Department.
Booms, B. H., & Bitner, M. J. (1981). Marketing Strategies and Organization Structures for Service Firms. American Marketing Association.
Brodie, R.J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105-114.
Buasri, U. (2003). Isan Culture. Klang Nana Wittaya.
Budiman, S. (2021). The effects of social media on brand image and brand loyalty in Generation Y. Journal of Asian Finance, Economics and Business, 8(3), 1339-1347. https://doi.org/10.13106/jafeb.2021.vol8.no3.1339
Buhalis, D., & Leung, R. (2018). Smart hospitality-Interconnectivity and interoperability towards an ecosystem. International Journal of Hospitality Management, 71, 41-50.
Chonpairote, C. (1983). Isan Folk Music. Srinakharinwirot University.
Choudhury R.G. (2020). Marketing Mix and Customer Loyalty in Services Marketing. In: Adhikari A. (eds) Services Marketing Issues in Emerging Economies. Springer, Singapore. 167-177. https://doi.org/10.1007/978-981-15-8787-0_12
Cochran, W.G. (1977). Sampling Techniques (3rd ed.). John Wiley & Sons.
Cronbach, L.J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16, 297-334.
Dhore, A., & Godbole, S., (2018). A Descriptive Study of the Effectiveness of Internet Advertising on Consumer Buying Behavior in Nagpur City. Journal of Emerging Technologies and Innovative Research, 5(12). http://dx.doi.org/10.2139/ssrn.3341924
Dolphen, I. (2016). Mo Lam, Isan folk performance, a treasure of knowledge and entertainment. Graduate Studies Journal Humanities and Social Sciences Khon Kaen University, 5(2), 86-71.
Estelami, H. (2012). Marketing Financial Services (2nd ed.). Dog Ear, Indianapolis: IN. He, H., Li, Y., & Harris, L. (2012). Social identity perspective on brand loyalty. Journal of Business Research, 65(5), 648-657.
Hemsley-Brown, J., & Alnawas, I. (2016). Service quality and brand loyalty: The mediation effect of brand passion, brand affection and self-brand connection. International Journal of Contemporary Hospitality Management, 28(12), 2771-2794.
Izogo, E.E. (2015). Determinants of attitudinal loyalty in Nigerian telecom service sector: does commitment play a mediating role?. Journal of Retailing and Consumer Services, 23, 107-117. https://doi:10.1016/j.jretconser.2014.12.010
Kandampully, J., Zhang, T., & Bilgihan, A. (2015). Customer loyalty: A review and future directions with a special focus on the hospitality industry. International Journal of Contemporary Hospitality Management, 27(3), 379-414.
Kandampully, J., Zhang, T., & Jaakkola, E. (2018). Customer experience management in hospitality: A literature synthesis, new understanding and research agenda. International Journal of Contemporary Hospitality Management, 30(1), 21-56.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68. https://doi.org/10.1016/j.bushor.2009.09.003
Khairawati, S. (2019). Effect of customer loyalty program on customer satisfaction and its impact on customer loyalty. International Journal of Research in Business and Social Science, 9(1), 15-23. https://doi.org/10.20525/ijrbs.v9i1.603
Khan, A. R., & Islam, M. A. (2017). The Impact of Digital Marketing on Increasing Customer Loyalty: A Study on Dhaka City, Bangladesh. International Journal of Economics, Commerce and Management, 5(4), 521-528. http://ijecm.co.uk/wp-content/uploads/2017/04/5433.pdf.
Klaisuban, P. (1985). Mo Lam. Suthisan Printing.
Kotler, P. (1997). Marketing Management, Analysis, Planning, Implementation and Control. Prentice-Hall.
Kotler, P., Burton, S., Deans, K., Brown, L., & Armstrong, G. (2015). Marketing. Pearson Higher Education AU.
Liu, F., Li, J., Mizerski, D., & Soh, H. (2012). Self-congruity, brand attitude, and brand loyalty: A study on luxury brands. European Journal of Marketing, 46(7/8), 922-937.
Lovelock, C., & Wirtz, J. (2007). Service Marketing. Pearson Education.
Lovelock, C., Wirtz, J., & Chew. P. (2009). Essentials of Services Marketing. Prentice-Hall.
Maha, K., & Ranj, P. (2016). A study on impact of digital marketing in customer purchase decision in trichy. International Journal for Innovative Research in Science & Technology, 2(10), 332-338.
Mishra, A., & Mahalik, D. (2017). Impact of online advertising on consumers. International Journal of Advanced Research, 5(6), 1935-1939. http://dx.doi.org/10.21474/IJAR01/4615
Moore, M.L., Ratneshwar, S., & Moore, R.S. (2012). Understanding loyalty bonds and their impact on relationship strength: a service firm perspective, Journal of Services Marketing, 26(4) 253-264. http://doi:10.1108/08876041211237550
Muhammad, Y., Aditya, H.P.K., & Nurhilalia. (2019). The Impact of Product Quality, Price, and Distribution on Satisfaction and Loyalty. Journal of Distribution Science, 17(10), 17-26. https://doi.org/10.15722/JDS.17.10.201910.17
Nesusin, S. (2007). The Development of Mor Lam on Khon Kaen Melody Poems of Ra-bieb Watasilp, Muang District, Khon Kaen Province[Master’s Thesis, Mahasarakham University].
Nur, E. (2021). The impact of social media on firm value: A case study of oil and gas firms in Indonesia. Journal of Asian Finance, Economics and Business, 8(3), 0987-0996. https://doi.org/10.13106/jafeb.2021.vol8.no3.0987
Oliver, R.L. (1999). Whence consumer loyalty?. Journal of Marketing, 63(4), 33-44, http://doi:10.2307/1252099
Omar, A., & Atteya, N. (2020). The impact of digital marketing on consumer buying decision process in the Egyptian market. International Journal of Business and Management, 15(7), 120-132. https://doi.org/10.5539/ijbm.v15n7p120
Perdana, A. H. (2018). Fans vs Music Beneficiary at Music Industry in Indonesia in Seeing Through the Aspect Approach of Marketing Mix. OSF Preprints. https://doi.org/10.31219/osf.io/4tu5d
Phaengngoen, P. (1991) Klonlam-Wisdom of Isan. Odeon Store.
Morgan, R.M., & Hunt, S.D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38, http://doi:10.2307/1252308
Rai, M. (2018). A Study of efficacy of digital marketing on consumer purchase behavior in allahabad district. International Journal for Research in Applied Science & Engineering Technology, 6(11), 1136-1144. https://doi.org/10.22214/ijraset.2018.6168
Rao, N., & Ratnamadhuri. (2018). Digital marketing communication and consumer buying decision process: An empirical study in the Indian passenger bike Market. International Journal of Management, Technology and Engineering, 8(11), 3092-3107. http://ijamtes.org/gallery/351.pdf
Rather, R.A., & Camilleri, M.A. (2019). The Customers’ Brand Identification with Luxury Hotels: A Social Identity Perspective. In Harrison, T. & Brennan, M. (Eds.) 2019 AMS World Marketing Congress. Edinburgh, Scotland. Academy of Marketing Science Proceedings.
Rovinelli, R.J., & Hambleton, R.K. (1977). On the use of content specialists in the assessment of criterion-referenced test item validity. Dutch Journal for Educational Research, 2, 49-60.
Saeideh, E., Nafiseh, R., Reza, A., & Samane, E. (2017), The Impact of Marketing Mix on Perceived Value, Destination Image and Loyalty of Tourists (Case Study: Khalkhal City, Iran). Modern Applied Science, 11(11). http://doi:10.5539/mas.v11n11p96
Sanjaya, S., & Yuliastanty, S. (2018). The Effect of the Marketing Mix Service on Loyalty of Customers with the Satisfaction of Service as Intervening Variables in Pt Mandala Multifinance Padang City. Jurnal Ilmiah Pendidikan Scholastic, 2(2), 179-195. https://doi.org/10.36057/jips.v2i2.279
So, K. K. F., King, C., Hudson, S., & Meng, F. (2017). The missing link in building customer brand identification: The role of brand attractiveness. Tourism Management, 59, 640-651.
So, K. K. F., King, C., Sparks, B., & Wang, Y. (2013). The influence of customer brand identification on hotel brand evaluation and loyalty development. International Journal of Hospitality Management, 34, 31-41.
Su, N., & Reynolds, D. (2017). Effects of brand personality dimensions on consumers’ perceived self-image congruity and functional congruity with hotel brands. International Journal of Hospitality Management, 66, 1-12.
Sundaram, R., Sharma, R., & Shakya, A. (2020). Power of Digital Marketing in Building Brands: A Review of Social Media Advertisement. International Journal of Management, 11(4), 244-254. http://iaeme.com/Home/issue/IJM?Volume=11&Issue=4
Ulker-Demirel, E., Akyol, A., & Simsek, G.G. (2018). Marketing and consumption of art products: the movie industry. Arts and the Market, 8(1), 80-98. https://doi.org/10.1108/AAM-06-2017-0011
Vlachos, I. (2016). Marketing at the Confluence between Entertainment and Analytics, Proceedings of the 2016 Academy of Marketing Science (AMS). World Marketing Congress.
Xiong, Amanda. (2020). K-Pop Connection: Maintaining Fandom Loyalty in K-Pop and V Live. Dickinson College Honors Theses. 379.
Zeithaml, V. A., & Bitner, M. J. (2003). Services Marketing. McGraw-Hill/Irwin.