MARKET ORIENTATION, CUSTOMER-BASED BRAND EQUITY, AND ONLINE PURCHASING DECISIONS IN THAILAND

บทคัดย่อ

This academic article focuses on the business context of online product distribution in Thailand. The study reveals that a strong market orientation, which emphasizes collaborative efforts among market stakeholders and a deep understanding of evolving customer behaviors, coupled with a vigilant focus on competitors and their activities, positively influences online purchasing decisions. Furthermore, the research highlights the significance of brand management from a customer perspective as a critical factor in the purchasing process. Brand trust, as the customer's confidence in a brand's ability to fulfill its expected functions and responsibilities, is identified as a cornerstone of customer satisfaction, repeat purchase intention, and brand loyalty. Customers tend to exhibit greater trust and loyalty towards brands with a strong and positive reputation. While the constituent elements of trust are not definitively fixed, a review of existing literature suggests an integrated framework of three core components: credibility, integrity, and benevolence. The cultivation of these elements is shown to significantly increase the likelihood of customers' purchasing decisions.