Influence of Touch Points on the Loyalty of Customers of Cha Tra Mue
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Abstract
This research was quantitative. The purposes of this research were: (1) to study the level of touch points and the loyalty of customers of Cha Tra Mue; (2) to compare the loyalty of customers of Cha Tra Mue, classified by personal factors; and (3) to study touch points that affect the loyalty of customers of Cha Tra Mue. The population consisted of ready-to-drink customers of Cha Tra Mue; samples were taken from 400 informants. The research instrument was a questionnaire. The reliability was 0.964. The statistics used to analyze the data were percentage, mean, standard deviation, independent sample T-test, one-way ANOVA, and stepwise multiple regression analysis. The results of the research were as follows: (1) the level of touch points and the loyalty of customers of Cha Tra Mue were at a high level overall; (2) the comparison of the loyalty of customers of Cha Tra Mue classified by personal factors was not statistically significant different; (3) touch points during purchase (X2) and touch points after purchase (X3) that affect the loyalty of customers of Cha Tra Mue. The effective prediction accounted for 47.90 percent. The equation of the model was Y = 1.016 + 0.544(X2) + 0.187(X3).
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