Influence of strategy on product differentiation that affects the engagement and loyalty of car maintenance service center users Nakhon Chai Si District Nakhon Pathom Province

Abstract

The research aims to study 1. The influence of strategies in creating differentiation. That affects the engagement of users of car maintenance service centers in Nakhon Chai Si District Nakhon Pathom Province and 2. The influence of strategies in making a difference affects the loyalty of car maintenance service center users. Nakhon Chai Si District Nakhon Pathom Province by using the quota sampling method. From a sample of 400 people, the statistics used for Data analysis included percentage, mean, standard deviation, and multiple regression analysis. The research results found that: 1. Engagement of users of automobile maintenance service centers in Nakhon Chai Si District Nakhon Pathom Province influenced by Product differentiation strategy and image differentiation the equation has a predictive power of 32.30% and the equation can be written as follows: Ytot= 1.19+0.38X1**+0.06X2+0.03X3+0.37X4** 2. Loyalty of users of automobile maintenance service centers Nakhon Chai Si District Nakhon Pathom Province influenced by Product differentiation strategy Differences in personnel and differences in image The equation has a predictive power of 38.10% and the equation can be written as follows: Ztot= 1.32+0.16X1*+0.16X2+0.17X3*+0.18X4*