DETERMINANTS OF GENERATION Y CUSTOMERS’ SATISFACTION AND LOYALTY OF OTOP ORGANIC RICE
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Public awareness of environmental and health concerns encourages consumers to consider and consume more organic rice since Thai people eat rice in almost every meal. Small-to-medium-sized enterprises like OTOP organic rice entrepreneurs, having just as much responsibility to the problems as large corporations, generally lack marketing knowledge and skills. Therefore, objectives of this study are (1) to understand the influential factors of Thai Gen Y determining to buy OTOP organic rice; (2) to compare and prioritize each influential factor influencing satisfaction with and loyalty to OTOP organic rice; and (3) to provide decent marketing strategies for OTOP organic rice entrepreneurs. This study surveyed 328 Thai Gen Y in Thailand’s Bangkok metropolitan area from January to February 2021. The high affection on both customer loyalty and satisfaction are four (out of ten) most important factors: texture-taste-smell, type of rice, promotion, and shop location having statistically significant differences at the level of 0.01. In addition, the ordering system is important to loyalty. The organic rice OTOP entrepreneurs, therefore, should give high priority to all five mentioned factors in order to create more satisfaction or loyalty by their customers. However, we found the factors such as growth location, nutrition, brand, seller, and packaging having low affection on both customer loyalty and customer satisfaction.
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“ข้าพเจ้าและผู้เขียนร่วม (ถ้ามี) ขอรับรองว่า บทความที่เสนอมานี้ยังไม่เคยได้รับการตีพิมพ์และไม่ได้อยู่ระหว่างกระบวนการพิจารณาลงตีพิมพ์ในวารสารหรือแหล่งเผยแพร่อื่นใด ข้าพเจ้าและผู้เขียนร่วมยอมรับหลักเกณฑ์การพิจารณาต้นฉบับ ทั้งยินยอมให้กองบรรณาธิการมีสิทธิ์พิจารณาและตรวจแก้ต้นฉบับได้ตามที่เห็นสมควร พร้อมนี้ขอมอบลิขสิทธิ์บทความที่ได้รับการตีพิมพ์ให้แก่สถาบันการจัดการปัญญาภิวัฒน์หากมีการฟ้องร้องเรื่องการละเมิดลิขสิทธิ์เกี่ยวกับภาพ กราฟ ข้อความส่วนใดส่วนหนึ่งและ/หรือข้อคิดเห็นที่ปรากฏในบทความข้าพเจ้าและผู้เขียนร่วมยินยอมรับผิดชอบแต่เพียงฝ่ายเดียว”
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