A Causal Factors Affecting Loyalty in Bookstore Brand

Abstract

This research is the quantitative research aiming to study causal factors which influence brand loyalty of bookstores based on the survey research of one-shot case study. Four latent variables were the main approach including customer experience management, social influence, customer engagement, and brand loyalty. Provided data were available from questionnaire tool collected from the example groups who are bookstore’s customers, both male and female of 25-55 years old, residing in Bangkok. The example group were of 400 customers who had bought products and / or been service users of bookstore during the past six months. The collected data were used by the path analysis. The research outcome revealed that customer experience management factor had no any direct influence of bookstore brand loyalty on customers whereas the indirect influence through customer engagement was at 0.232 with a statistical significance at .05. The social influence was of 0.355 of a direct influence over customer’s bookstore brand loyalty with a statistical significance at .05 but had no any indirect influence on customer’s bookstore brand loyalty through customer engagement. However, the customer engagement was a direct influence over customer’s bookstore brand loyalty equal to 0.271 with a statistical significance at .05.