RELATIONSHIP BETWEEN CONSUMER EXPERIENCE, SATISFACTION,AND LOYALTY BEHAVIOR OF FRANCHISE CONVENIENCE STORES IN THAILAND
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Abstract
This research studies the relationship between consumer experiences, consumer satisfaction and consumer loyalty in franchised convenient stores with a quantitative method. The objectives to study consumer experience, satisfaction and behavior loyalty modeling of Thailand franchise stores. The samples were collected from consumers living in some populated areas in Bangkok. These respondents shopped at the studied convenience stores in Bangkok province. The research was carried out using structural equation modeling (SEM) analysis of 780 sample sizes from the AMOS program. The results of the study were as follows. 1) The consumers are given a good experience from assortment and services (X = 4.19). They are satisfiedwith the location (X = 4.20). For consumer loyalty, they have been behavioral repurchase (X = 4.31). 2) The results found that creating a positive experience can predict satisfaction at 79.1% with certain customer satisfaction. The satisfaction of the consumers is at 48.0%. This study can be implied to strategic market planning to create a good experience for consumers, particularly about in-store facility and personal services.
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