The Relationship Marketing and Service Quality Influencing SOAR Analysis through Brand Loyalty in the Cosmetic Industry of Thailand

  • Kachaporn Wongchaisuwan
  • Vichit U-On Graduate College of Management Sripatum University
Keywords: Relationship Marketing, SOAR, Brand Loyalty, Cosmetic Industry

Abstract

          This research topic is The Relationship Marketing and Service Quality Influencing SOAR Analysis through Brand Loyalty in the Cosmetic Industry of Thailand. The research objectives: (1) to study the factors of the Relationship Marketing and Service Quality Influencing SOAR Analysis through Brand Loyalty in the Cosmetic Industry of Thailand (2) to study the Relationship Marketing and Service Quality Influencing SOAR Analysis through Brand Loyalty in the Cosmetic Industry of Thailand (3) to construct the model of the Relationship Marketing and Service Quality Influencing SOAR Analysis through Brand Loyalty in the Cosmetic Industry of Thailand. This research approved Mixed Methods by using 500 questionnaires from cosmetics end users or customers and data analysis applying Structural Equation Modeling: SEM to trial the hypotheses including In-depth interview to confirm the results.

According to the results, the Relationship Marketing presented the direct effect to Brand Loyalty as well as Service Quality had effect to Brand Loyalty. Moreover, the Relationship Marketing gave the effect to SOAR analysis. The Service Quality had effect to SOAR analysis. The SOAR analysis also effected direct to Brand Loyalty. Indeed, the Relationship Marketing and Service Quality had direct effect on SOAR Analysis through Brand Loyalty.

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Published
2020-04-28
Section
Research Articles