A Structural Equation Model of Customer Loyalty towards eStartup: A Case Study of LW CHARM Cosmeceuticals Skin Care Brand
Keywords:
Customer loyalty, Online Customer Experience, Customer Satisfaction, Online Purchase IntentionAbstract
This paper aims to determine the factors which influence to customers' loyalty to start up business, and to test the goodness of fit of constructed model. By the use of the Structural Equation Modelling (SEM), the model has been tested by employment of 385 subjects collected by method of multistage stage sampling. Results from this study indicated that all five factors - eCRM, Online Customer Experience, Customer Knowledge Management, Customer Satisfaction, and Online Purchase Intention - posted positively and statistically significant relations with customer loyalty [CMIN = 149.19, DF = 124, CMIN/DF = 1.20, GFI = 0.96, AGFI = 0.94, CFI = 0.99, RMSEA = 0.02, P = 0.06]. However, this study also found that customer experience is a key factor to a customer loyalty while customer satisfaction bridges between customers and target business in producing repurchase intention and word-of-mouth. Moreover, results from this study can be a guidance to have online marketing plan and strategy.
References
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Ahmed, M., & Zahid, Z. (2014). Role of social media marketing to enhance CRM and brand equity in terms of purchase intention. Asian Journal of Management Research, 4(3), 533-549.
Ali, F. (2016). Hotel Website Quality, Perceived Flow, Customer Satisfaction and Purchase Intention. Journal of Hospitality and Tourism Technology, 7(2), 213-228.
Armstrong, G. & Kotler, P. (2016). Marketing: An Introduction. 13th ed. Pearson Education, ISBN 978-0-13-414953-0
Ateke, B. & James, D. (2018). Consumer Knowledge and Purchase Intention of Healthcare Product Consumers in Rivers State. International Journal of Business and Law Research, 6(1), 1-7.
Bhattacharya, A., & Srivastava, M. (2018). A Framework of Online Customer Experience. Global Business Review, 21(2), 1-18
Boateng, H. (2016). Customer Knowledge Management Practices on A Social Media Platform. Information Development, 32(3), 440-451.
Brakus, J.J., Schmitt, B.H., & Zarantonello, L. (2009). Brand Experience; What Is It? How Is It Measured? Does It Affect Loyalty? J. Mark. 52-68.
Buiter, M. (2016, January 19). The Difference between Customer Retention and Customer Loyalty [On-line]. Retrieved from https://www.simplytranslate.com/blog/ difference-between-customer-retention-and-loyalty/
Butler, S. (2000). Customer Relationships. Journal of Business Strategy, 21(2), 13-14.
Cao, Y., Ajjan, H., & Hong, P. (2018). Post-Purchase Shipping and Customer Service Experiences in Online Shopping and Their Impact on Customer Satisfaction. Asia Pacific Journal of Marketing and Logistics, 30(2), 400-416.
Cannière, M., Pelsmacker, P., & Geuens, M. (2010). Relationship Quality and Purchase Intention and Behavior: The Moderating Impact of Relationship Strength. Journal of Business and Psychology, 25(1), 87-98.
Cater, B., & Cater, T. (2009). Relationship-Value-Based Antecedents of Customer Satisfaction and Loyalty in Manufacturing. The Journal of Business and Industrial Marketing, 24(8), 585-597.
Cheng, Y.S., & Chi, L.H. (2009). Salespersons’ Service Quality and Customer Loyalty in Fashion Chain Stores. Journal of Fashion Marketing and Management, 13(1), 98-108.
Chomeya, R. (2010). Quality of Psychology Test between Likert Scale 5 and 6 Points. Journal of Social Sciences, 6(3), 399-403.
Chongsanguan, P., Trimetsoontorn, J., & Fongsuwan, W. (2017). Examining the Relationships between Service Quality, Perceived Value, Customer Satisfaction and Purchase Intentions: A Marketing Study of Bangkok's Metropolitan Rapid Transit System, Thailand. Journal for Global Business Advancement, 10(1), 3-25.
Das, G. (2014). Linkages of Retailer Personality, Perceived Quality and Purchase Intention with Retailer Loyalty: A Study of Indian Non-Food Retailing. Journal of Retailing and Consumer Services, 21(3), 407-414.
Dimyati, M. & Subagio, A.N. (2016). Impact of Service Quality, Price, and Brand on Loyalty with the Mediation of Customer Satisfaction on POS EKSPRES in East Java. Mediterranean Journal of Social Sciences, 7(4), 74-86.
ETDA. (2018). Thailand Internet User Profile 2017 [On-line]. Office of Policy and Strategic Affairs Electronic Transactions Development Agency (Public Organization) Ministry of Digital Economy and Society. Retrieved from https://www.etda.or.th/publishing-detail/thailand-internet-user-profile-2017.html
Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing, 58(2), 1-19.
Gogoi, B.J. (2013). Study of Antecedents of Purchase Intention and Its Effect on Brand Loyalty of Private Label Brand of Apparel. International Journal of Sales and Marketing, 3(2), 73-86
Gruen, T., Osmonbekov, T., & Czaplewski, A. (2006). eWOM: The Impact of Customer-to-Customer Online Know-How Exchange on Customer Value and Loyalty. Journal of Business Research, 59(4), 449-456.
Ha, HY., Akamavi, R.K., Kitchen, P.J., & Janda, S. (2014). Exploring Key Antecedents of Purchase Intentions within Different Services. Journal of Services Marketing, 28(7), 595-606.
Hakim, L., Susanti, N., & Ujianto. (2017). Influence of Customer Relationship Management, Brand Equity, Perceived Product Quality, Perceived Price on Customer Value and Purchase Intention (Studies Philips Light Bulb in Batam). International Journal of Economics and Finance, 9(7), 122-131.
Han, H., & Ryu, K. (2009). The Roles of the Physical Environment, Price Perception, and Customer Satisfaction in Determining Customer Loyalty in the Restaurant Industry. Journal of Hospitality and Tourism Research: The Professional Journal of the Council on Hotel, Restaurant, and Institutional Education, 33(4), 487-510.
Himawan, L. & Abduh, D. (2015). Analysis of Online Sales Promotion toward Youth Purchase Intention in Indonesia (Case Study of Apparel Industry). The International Journal of Applied Business and Economic Research, 13(7), 4677-4690.
Hsu, C., Chang, C., & Yansritakul, C. (2017). Exploring Purchase Intention of Green Skincare Products Using the Theory of Planned Behavior: Testing the Moderating Effects of Country of Origin and Price Sensitivity. Journal of Retailing and Consumer Services, 34, 145-152.
Hung, S., Lin, J., & Chen, P. (2013). How Social Capital Influences Health Community Members' Adoption of Organic Foods. British Food Journal, 115(11), 1564-1582.
Kımıloğlu, H., & Zaralı, H. (2009). What Signifies Success in E‐CRM?. Marketing Intelligence and Planning, 27(2), 246-267.
Kotler, P., & Keller, K.L. (2012). Marketing Management. Global Edition 14e, London: Pearson Education Limited 2012
Kumar, A., & Anjaly, B. (2017). How to Measure Post-Purchase Customer Experience in Online Retailing? A Scale Development Study. International Journal of Retail and Distribution Management, 45(12), 1277-1297.
Laksamana, P. (2018). Impact of Social Media Marketing on Purchase Intention and Brand Loyalty: Evidence from Indonesia’s Banking Industry. International Review of Management and Marketing, 8(1), 13-18.
Lawrence, A. (2012, November 1). Five Customer Retention Tips for Entrepreneurs [On-line]. Retrieved from https://www.forbes.com/sites/alexlawrence/2012/11/01/five-customer-retention-tips-for-entrepreneurs/#3b0029415e8d
Lin, C., & Lekhawipat, W. (2014). Factors Affecting Online Repurchase Intention. Industrial Management and Data Systems, 114(4), 597-611.
Macintosh, G., Lockshin, L. (1997), Retail Relationships and Store Loyalty: A Multi-Level Perspective. International Journal of Research in Marketing, 14(5), 487-498.
Maklan, S., & Klaus, P. (2011). Customer Experience: Are We Measuring the Right Things?. International Journal of Market Research, 53(6), 771-772.
Malik, M., Ghafoor, M., Iqbal, H., Riaz, U., Hassan, N., Mustafa, M., Shahbaz, S. (2013). Importance of Brand Awareness and Brand Loyalty in Assessing Purchase Intentions of Consumer. International Journal of Business and Social Science, 4(5), 167-171.
Markus, J. (2019, January 12). B2C [On-line]. Retrieved from http://www.artrm.com/retail/B2C.htm
Meyer, C. & Schwager, A. (2007). Understanding Customer Experience. Harvard Business Review, 85(2), 116-26.
Mohd Suki, N. (2016). Green Product Purchase Intention: Impact of Green Brands, Attitude, and Knowledge. British Food Journal, 118(12), 2893-2910.
Molinillo, S., Gómez-Ortiz, B., Pérez-Aranda, J., & Navarro-García, A. (2017). Building Customer Loyalty. Clothing and Textiles Research Journal, 35(3), 156-171.
Oliver, R. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17(4), 460-469.
Pride, W. M., & Ferrell, O.C. (2015). Marketing 2016. 18th ed. Boston. Massachusetts: Cengage Learning.
Reichheld, F.F. (1995). Loyalty and the Renaissance of Marketing. Journal of Marketing Management, 2(4), 10-21.
Roy, S. (2018). Effects of Customer Experience across Service Types, Customer Types and Time. Journal of Services Marketing, 32(4), 400-413.
Samuel, L.H.S., Balaji, M., & Wei, K.K. (2015). An Investigation of Online Shopping Experience on Trust and Behavioral Intentions. Journal of Internet Commerce, 14(2), 233–254. doi:10.1080/15332861.2015.1028250
Schmitt, B. (1999). Experiential Marketing. Journal of Marketing Management, 15(1-3), 53-67.
Sirohi, N., Mclaughlin, E.W., & Wittink, D.R. (1998). A Model of Consumer Perceptions and Store Loyalty Intentions for a Supermarket Retailer. Journal of Retailing, 74(2), 223-245.
Sivaraks, P., Krairit, D., Tang, J.C.D. (2011). Effects of eCRM on Customer–Bank Relationship Quality and Outcomes: The Case of Thailand. The Journal of High Technology Management Research, 22(2), 141-157.
Startup Thailand. (2018, May 11). Live a Startup Life [On-line], 1. Retrieved from https://www.startupthailand.org/magazine-startup-thailand-01/
Stokes, C. (2014). Understanding a Proposed Model of Customer Loyalty Formation in B2C E-Commerce. International Journal of Future Computer and Communication, 3(3), 191–196.
Sweeney, J.C., Soutar, G.N. & Johnson, L.W. (1999). The Role of Perceived Risk in the Quality‐Value Relationship: A Study in a Retail Environment. Journal of Retailing, 75(1), 77‐105.
Taghizadeh, S., Rahman, S., & Hossain, M. (2018). Knowledge from Customer, for Customer Or About Customer: Which Triggers Innovation Capability the Most?. Journal of Knowledge Management, 22(1), 162-182.
Taherparvar, N., Esmaeilpour, R., & Dostar, M.D. (2014). Customer Knowledge Management, Innovation Capability and Business Performance: A Case Study of the Banking Industry. Journal of Knowledge Management, 18(3), 591-610.
Technavio. (2016, December 5). Increasing Inclination Toward Organic Products to Boost the Global Cosmeceuticals Market Through 2021 [On-line]. Retrieved from http://www.businesswire.com/news/home/20161205005438 en/increasing-inclination-organic-products-boost-global-cosmeceuticals
Thailand Exhibition. (2016). ASEANbeauty2017 [On-line]. Retrieved from http://www.thailandexhibition.com/ TradeShow-2017/9839
Tucker, W.T. (1964). The Development of Brand Loyalty. Journal of Marketing Research, 1(3), 32–35.
Ultee, J. (2016, August 31). The Difference between Cosmetics and Cosmeceuticals [On-line]. Retrieved from https://www.dr-jetskeultee.com/blog/difference-cosmetics-cosmeceuticals/
Vargo, S.L., & Lusch, R.F. (2004). Evolving to a New Dominant Logic for Marketing. Journal of Marketing, 68(1), 1-17. doi:10.1509/jmkg.68.1.1.24036
Vigar-Ellis, D., Pitt, L., & Berthon, P. (2015). Knowing what they know: A managerial perspective on consumer knowledge. Business Horizons, 58(6), 679–685. doi:10.1016/j.bushor.2015.07.005
Wang, H. (2013). The Study of Customer Knowledge Management in CRM. Scientific Journal of E-Business, 2(2), 32-37.
Wang, K.Y., Hsu, L.C., & Chih, W.H. (2014). Retaining customers after service failure recoveries: A contingency model. Managing Service Quality, 24(4), 318-338. doi:10.1108/MSQ-11-2013-0251
Wang, Y., Wiegerinck, V., Krikke, H., & Zhang, H. (2013). Understanding the purchase intention towards remanufactured product in closed-loop supply chains: An empirical study in China. International Journal of Physical Distribution and Logistics Management, 43(10), 866-888. doi:10.1108/IJPDLM-01-2013-0011
Wasan, P. (2018). Predicting customer experience and discretionary behaviors of bank customers in India. International Journal of Bank Marketing, 36(4), 701-725.
Yeh, H. (2014). Implementing customer knowledge management with internet social networking. International Journal of Knowledge Management Studies, 5(3), 322-338. doi:10.1504/IJKMS.2014.067236
Zaman, K., Bibi, S., Arshad, A., & Shahzad, A. (2012). Customer Loyalty in FMCG Sector of Pakistan. Information Management and Business Review, 4(1), 41-48.
Zeithaml, V.A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52, 2-22.
Zomerdijk, L.G., & Voss, C.A. (2010). Service Design for Experience-Centric Services. Journal of Service Research, 13(1), 67-82. doi:10.1177/1094670509351960
Ahmed, M., & Zahid, Z. (2014). Role of social media marketing to enhance CRM and brand equity in terms of purchase intention. Asian Journal of Management Research, 4(3), 533-549.
Ali, F. (2016). Hotel Website Quality, Perceived Flow, Customer Satisfaction and Purchase Intention. Journal of Hospitality and Tourism Technology, 7(2), 213-228.
Armstrong, G. & Kotler, P. (2016). Marketing: An Introduction. 13th ed. Pearson Education, ISBN 978-0-13-414953-0
Ateke, B. & James, D. (2018). Consumer Knowledge and Purchase Intention of Healthcare Product Consumers in Rivers State. International Journal of Business and Law Research, 6(1), 1-7.
Bhattacharya, A., & Srivastava, M. (2018). A Framework of Online Customer Experience. Global Business Review, 21(2), 1-18
Boateng, H. (2016). Customer Knowledge Management Practices on A Social Media Platform. Information Development, 32(3), 440-451.
Brakus, J.J., Schmitt, B.H., & Zarantonello, L. (2009). Brand Experience; What Is It? How Is It Measured? Does It Affect Loyalty? J. Mark. 52-68.
Buiter, M. (2016, January 19). The Difference between Customer Retention and Customer Loyalty [On-line]. Retrieved from https://www.simplytranslate.com/blog/ difference-between-customer-retention-and-loyalty/
Butler, S. (2000). Customer Relationships. Journal of Business Strategy, 21(2), 13-14.
Cao, Y., Ajjan, H., & Hong, P. (2018). Post-Purchase Shipping and Customer Service Experiences in Online Shopping and Their Impact on Customer Satisfaction. Asia Pacific Journal of Marketing and Logistics, 30(2), 400-416.
Cannière, M., Pelsmacker, P., & Geuens, M. (2010). Relationship Quality and Purchase Intention and Behavior: The Moderating Impact of Relationship Strength. Journal of Business and Psychology, 25(1), 87-98.
Cater, B., & Cater, T. (2009). Relationship-Value-Based Antecedents of Customer Satisfaction and Loyalty in Manufacturing. The Journal of Business and Industrial Marketing, 24(8), 585-597.
Cheng, Y.S., & Chi, L.H. (2009). Salespersons’ Service Quality and Customer Loyalty in Fashion Chain Stores. Journal of Fashion Marketing and Management, 13(1), 98-108.
Chomeya, R. (2010). Quality of Psychology Test between Likert Scale 5 and 6 Points. Journal of Social Sciences, 6(3), 399-403.
Chongsanguan, P., Trimetsoontorn, J., & Fongsuwan, W. (2017). Examining the Relationships between Service Quality, Perceived Value, Customer Satisfaction and Purchase Intentions: A Marketing Study of Bangkok's Metropolitan Rapid Transit System, Thailand. Journal for Global Business Advancement, 10(1), 3-25.
Das, G. (2014). Linkages of Retailer Personality, Perceived Quality and Purchase Intention with Retailer Loyalty: A Study of Indian Non-Food Retailing. Journal of Retailing and Consumer Services, 21(3), 407-414.
Dimyati, M. & Subagio, A.N. (2016). Impact of Service Quality, Price, and Brand on Loyalty with the Mediation of Customer Satisfaction on POS EKSPRES in East Java. Mediterranean Journal of Social Sciences, 7(4), 74-86.
ETDA. (2018). Thailand Internet User Profile 2017 [On-line]. Office of Policy and Strategic Affairs Electronic Transactions Development Agency (Public Organization) Ministry of Digital Economy and Society. Retrieved from https://www.etda.or.th/publishing-detail/thailand-internet-user-profile-2017.html
Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing, 58(2), 1-19.
Gogoi, B.J. (2013). Study of Antecedents of Purchase Intention and Its Effect on Brand Loyalty of Private Label Brand of Apparel. International Journal of Sales and Marketing, 3(2), 73-86
Gruen, T., Osmonbekov, T., & Czaplewski, A. (2006). eWOM: The Impact of Customer-to-Customer Online Know-How Exchange on Customer Value and Loyalty. Journal of Business Research, 59(4), 449-456.
Ha, HY., Akamavi, R.K., Kitchen, P.J., & Janda, S. (2014). Exploring Key Antecedents of Purchase Intentions within Different Services. Journal of Services Marketing, 28(7), 595-606.
Hakim, L., Susanti, N., & Ujianto. (2017). Influence of Customer Relationship Management, Brand Equity, Perceived Product Quality, Perceived Price on Customer Value and Purchase Intention (Studies Philips Light Bulb in Batam). International Journal of Economics and Finance, 9(7), 122-131.
Han, H., & Ryu, K. (2009). The Roles of the Physical Environment, Price Perception, and Customer Satisfaction in Determining Customer Loyalty in the Restaurant Industry. Journal of Hospitality and Tourism Research: The Professional Journal of the Council on Hotel, Restaurant, and Institutional Education, 33(4), 487-510.
Himawan, L. & Abduh, D. (2015). Analysis of Online Sales Promotion toward Youth Purchase Intention in Indonesia (Case Study of Apparel Industry). The International Journal of Applied Business and Economic Research, 13(7), 4677-4690.
Hsu, C., Chang, C., & Yansritakul, C. (2017). Exploring Purchase Intention of Green Skincare Products Using the Theory of Planned Behavior: Testing the Moderating Effects of Country of Origin and Price Sensitivity. Journal of Retailing and Consumer Services, 34, 145-152.
Hung, S., Lin, J., & Chen, P. (2013). How Social Capital Influences Health Community Members' Adoption of Organic Foods. British Food Journal, 115(11), 1564-1582.
Kımıloğlu, H., & Zaralı, H. (2009). What Signifies Success in E‐CRM?. Marketing Intelligence and Planning, 27(2), 246-267.
Kotler, P., & Keller, K.L. (2012). Marketing Management. Global Edition 14e, London: Pearson Education Limited 2012
Kumar, A., & Anjaly, B. (2017). How to Measure Post-Purchase Customer Experience in Online Retailing? A Scale Development Study. International Journal of Retail and Distribution Management, 45(12), 1277-1297.
Laksamana, P. (2018). Impact of Social Media Marketing on Purchase Intention and Brand Loyalty: Evidence from Indonesia’s Banking Industry. International Review of Management and Marketing, 8(1), 13-18.
Lawrence, A. (2012, November 1). Five Customer Retention Tips for Entrepreneurs [On-line]. Retrieved from https://www.forbes.com/sites/alexlawrence/2012/11/01/five-customer-retention-tips-for-entrepreneurs/#3b0029415e8d
Lin, C., & Lekhawipat, W. (2014). Factors Affecting Online Repurchase Intention. Industrial Management and Data Systems, 114(4), 597-611.
Macintosh, G., Lockshin, L. (1997), Retail Relationships and Store Loyalty: A Multi-Level Perspective. International Journal of Research in Marketing, 14(5), 487-498.
Maklan, S., & Klaus, P. (2011). Customer Experience: Are We Measuring the Right Things?. International Journal of Market Research, 53(6), 771-772.
Malik, M., Ghafoor, M., Iqbal, H., Riaz, U., Hassan, N., Mustafa, M., Shahbaz, S. (2013). Importance of Brand Awareness and Brand Loyalty in Assessing Purchase Intentions of Consumer. International Journal of Business and Social Science, 4(5), 167-171.
Markus, J. (2019, January 12). B2C [On-line]. Retrieved from http://www.artrm.com/retail/B2C.htm
Meyer, C. & Schwager, A. (2007). Understanding Customer Experience. Harvard Business Review, 85(2), 116-26.
Mohd Suki, N. (2016). Green Product Purchase Intention: Impact of Green Brands, Attitude, and Knowledge. British Food Journal, 118(12), 2893-2910.
Molinillo, S., Gómez-Ortiz, B., Pérez-Aranda, J., & Navarro-García, A. (2017). Building Customer Loyalty. Clothing and Textiles Research Journal, 35(3), 156-171.
Oliver, R. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17(4), 460-469.
Pride, W. M., & Ferrell, O.C. (2015). Marketing 2016. 18th ed. Boston. Massachusetts: Cengage Learning.
Reichheld, F.F. (1995). Loyalty and the Renaissance of Marketing. Journal of Marketing Management, 2(4), 10-21.
Roy, S. (2018). Effects of Customer Experience across Service Types, Customer Types and Time. Journal of Services Marketing, 32(4), 400-413.
Samuel, L.H.S., Balaji, M., & Wei, K.K. (2015). An Investigation of Online Shopping Experience on Trust and Behavioral Intentions. Journal of Internet Commerce, 14(2), 233–254. doi:10.1080/15332861.2015.1028250
Schmitt, B. (1999). Experiential Marketing. Journal of Marketing Management, 15(1-3), 53-67.
Sirohi, N., Mclaughlin, E.W., & Wittink, D.R. (1998). A Model of Consumer Perceptions and Store Loyalty Intentions for a Supermarket Retailer. Journal of Retailing, 74(2), 223-245.
Sivaraks, P., Krairit, D., Tang, J.C.D. (2011). Effects of eCRM on Customer–Bank Relationship Quality and Outcomes: The Case of Thailand. The Journal of High Technology Management Research, 22(2), 141-157.
Startup Thailand. (2018, May 11). Live a Startup Life [On-line], 1. Retrieved from https://www.startupthailand.org/magazine-startup-thailand-01/
Stokes, C. (2014). Understanding a Proposed Model of Customer Loyalty Formation in B2C E-Commerce. International Journal of Future Computer and Communication, 3(3), 191–196.
Sweeney, J.C., Soutar, G.N. & Johnson, L.W. (1999). The Role of Perceived Risk in the Quality‐Value Relationship: A Study in a Retail Environment. Journal of Retailing, 75(1), 77‐105.
Taghizadeh, S., Rahman, S., & Hossain, M. (2018). Knowledge from Customer, for Customer Or About Customer: Which Triggers Innovation Capability the Most?. Journal of Knowledge Management, 22(1), 162-182.
Taherparvar, N., Esmaeilpour, R., & Dostar, M.D. (2014). Customer Knowledge Management, Innovation Capability and Business Performance: A Case Study of the Banking Industry. Journal of Knowledge Management, 18(3), 591-610.
Technavio. (2016, December 5). Increasing Inclination Toward Organic Products to Boost the Global Cosmeceuticals Market Through 2021 [On-line]. Retrieved from http://www.businesswire.com/news/home/20161205005438 en/increasing-inclination-organic-products-boost-global-cosmeceuticals
Thailand Exhibition. (2016). ASEANbeauty2017 [On-line]. Retrieved from http://www.thailandexhibition.com/ TradeShow-2017/9839
Tucker, W.T. (1964). The Development of Brand Loyalty. Journal of Marketing Research, 1(3), 32–35.
Ultee, J. (2016, August 31). The Difference between Cosmetics and Cosmeceuticals [On-line]. Retrieved from https://www.dr-jetskeultee.com/blog/difference-cosmetics-cosmeceuticals/
Vargo, S.L., & Lusch, R.F. (2004). Evolving to a New Dominant Logic for Marketing. Journal of Marketing, 68(1), 1-17. doi:10.1509/jmkg.68.1.1.24036
Vigar-Ellis, D., Pitt, L., & Berthon, P. (2015). Knowing what they know: A managerial perspective on consumer knowledge. Business Horizons, 58(6), 679–685. doi:10.1016/j.bushor.2015.07.005
Wang, H. (2013). The Study of Customer Knowledge Management in CRM. Scientific Journal of E-Business, 2(2), 32-37.
Wang, K.Y., Hsu, L.C., & Chih, W.H. (2014). Retaining customers after service failure recoveries: A contingency model. Managing Service Quality, 24(4), 318-338. doi:10.1108/MSQ-11-2013-0251
Wang, Y., Wiegerinck, V., Krikke, H., & Zhang, H. (2013). Understanding the purchase intention towards remanufactured product in closed-loop supply chains: An empirical study in China. International Journal of Physical Distribution and Logistics Management, 43(10), 866-888. doi:10.1108/IJPDLM-01-2013-0011
Wasan, P. (2018). Predicting customer experience and discretionary behaviors of bank customers in India. International Journal of Bank Marketing, 36(4), 701-725.
Yeh, H. (2014). Implementing customer knowledge management with internet social networking. International Journal of Knowledge Management Studies, 5(3), 322-338. doi:10.1504/IJKMS.2014.067236
Zaman, K., Bibi, S., Arshad, A., & Shahzad, A. (2012). Customer Loyalty in FMCG Sector of Pakistan. Information Management and Business Review, 4(1), 41-48.
Zeithaml, V.A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52, 2-22.
Zomerdijk, L.G., & Voss, C.A. (2010). Service Design for Experience-Centric Services. Journal of Service Research, 13(1), 67-82. doi:10.1177/1094670509351960
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2019-06-30
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สิทธิโรจน์ อ., คุณานุสรณ์ อ., & ปินตา ล. (2019). A Structural Equation Model of Customer Loyalty towards eStartup: A Case Study of LW CHARM Cosmeceuticals Skin Care Brand. RMUTL Journal of Business Administration and Liberal Arts, 7(1), 48–63. Retrieved from https://so05.tci-thaijo.org/index.php/balajhss/article/view/217697
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