Factors Influencing Customer Loyalty at The Pizza Company, Phran Nok Branch ปัจจัยที่มีอิทธิพลต่อความภักดีของลูกค้าร้านเดอะพิซซ่าคอมปะนี สาขาพรานนก

Abstract

The research aimed 1) to study the principle of belief in the loyalty of service at The Pizza Company, Phran Nok Branch,and, 2) to investigate the ingredient factors influencing on customer loyalty of The Pizza Company, Phran Nok Branch.  The research was conducted using a quantitative approach with a sample group of 423 customers. The research tool was a questionnaire. The statistics included percentages, frequencies, means, standard deviation, and Multiple Regression.

          The research found that the majority of respondents were female, with the age of 20-30 years and an income of 20,001-30,000 baht, having a bachelor's degree, and were employees of private companies. Concerning factors and behaviors influencing customer loyalty at The Pizza Company, Phran Nok branch, it showed that in overall, it was at the highest level. The results of the hypothesis testing found that demographic factor influenced customer loyalty at The Pizza Company, Phran Nok branch, with statistical significance at the 0.05 level, and the marketing mix factors (7p's) influenced the purchase of products in The Pizza Company restaurants. According to the equation, there were 2 independent variables that had an influence on The Pizza Company restaurant: people or employees. and process with the multiple correlation coefficient (R) equalled to 0.269 and able to explain 12.2 percent of the relationship. The values ​​could be substituted in the forecast equation as follows: Y4 = 2.325 + 0.158 X5 + 0.135 X7.