Factors influencing Brand Loyalty and Customer Satisfaction of Measurement Tools in The Food Industry in Thailand
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Abstract
The objective of the research was to study the factors affecting brand loyalty and customer satisfaction as measurement tools for the food industry in Thailand, using a multiple linear regression model. The researcher used a simple random sampling method with a sample group of 201 food industries in Thailand. The research instrument was a rating scale questionnaire, the Cronbach’s coefficient score was between 0.703-0.948
The research found that two factors affecting brand loyalty for industrial measuring tools in the food industry were brand logo experience and customer satisfaction. The multiple linear regression equation related to the score of brand loyalty for industrial measuring tools in the food industry was obtained. The standard error of regression was 0.280, the adjusted coefficient of determination was 71.30, and the coefficient of determination was 71.60
Additionally, the research found that two factors affecting customer satisfaction were (1) brand logo awareness and (2) brand logo experience which is affected to level of customer satisfaction for industrial measuring tools in the food industry was obtained. The standard error of regression was 0.297, the adjusted coefficient of determination was 62.60, and the coefficient of determination was 62.90
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1. กองบรรณาธิการสงวนสิทธิ์ในการพิจารณาและตัดสินการตีพิมพ์บทความในวารสาร
2. บทความทุกเรื่องจะได้รับการตรวจสอบทางวิชาการโดยผู้ทรงคุณวุฒิ แต่ข้อความและเนื้อหาในบทความที่ตีพิมพ์เป็นความรับผิดชอบของผู้เขียนแต่เพียงผู้เดียว มิใช่ความคิดเห็นและความรับผิดชอบของมหาวิทยาลัยศรีปทุม
3. การคัดลอกอ้างอิงต้องดำเนินการตามการปฏิบัติในหมู่นักวิชาการโดยทั่วไป และสอดคล้องกับกฎหมายที่เกี่ยวข้อง
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