CUSTOMER EXPERIENCE VALUE IMPACT ON BRAND LOYALTY IN VIRTUAL BRAND COMMUNITY AND ITS IMPLICATION ON THAILAND PRIVATE UNIVERSITIES CONSTRUCT BRAND LOYALTY TOWARD CHINESE STUDENTS
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Abstract
This study aims to explore: 1) the impact of different customer experience values on community loyalty and brand loyalty in virtual brand community, and 2) its implication on
the private universities of Thailand in constructing brand loyalty for Chinese students. This is a quantitative research. The employed instrument was a questionnaire. The research sample
consisted of 538 Chinese students from different private universities in Bangkok, obtained by multi-stage random sampling technique. Path analysis was employed as the hypothesis testing. The structural equation modeling (SEM) was used to test the brand loyalty model in virtual community. The results showed that: 1) in virtual brand community, community loyalty was positively influenced by practical value, social value, but negatively influenced by entertainment value; and 2) brand loyalty was positively influenced by practical value, social value, and entertainment value and community loyalty had positive influence on brand value.
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