The Effect of Marketing Mix Factors and Brand Image Toward Customer Satisfaction and Customer Loyalty of Liquefied Petroleum Gas for Household Use in Thailand
Keywords:
Marketing mix,, Brand image, Customer satisfaction, Customer loyalty, LPG cooking gasAbstract
The purpose of this study is to examine the relationship between the marketing factors (Product, Price, Place, and Promotion), brand image and customer satisfaction towards customer loyalty on Liquefied Petroleum Gas (LPG) for household use in Thailand. The quantitative question-naires were approached by using linear regression analysis to confirm the results. Survey data were collected from 400 customers who have experiences toward delivery and usage of LPG cooking container. The study results suggested that the product dimension of the marketing factors, brand image, and customer satisfaction had a positive influence on customer loyalty. The result of this study would enable businesses to identify marketing strategies in order to enhance customer satisfaction and loyalty in the LPG cooking gas industry in Thailand.
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