Brand Image Factors Affecting Customer Loyalty at MK Restaurant, Big C Nakhon Pathom Branch

Abstract

The purpose of this research article aimed to 1) compare customer loyalty at MK restaurant, Big C Nakhon Pathom branch classified by personal factors 2) study the brand image factors that affect customer loyalty at MK restaurant, Big C Nakhon Pathom branch. This research is a quantitative research The sample group used in the research was 280 consumers in Nakhon Pathom Province, convenient random sampling. The tools used to collect data were questionnaires created by the researcher. Data were analyzed by percentage, mean, standard deviation, t-test, one-way analysis of variance. and stepwise multiple regression analysis. The results showed that Consumers had different gender, age, education level and average income, customer loyalty was not significantly different statistically. Brand image factors in 4 aspects were personality (x4), utility (x2), value (x3) and qualification (x1) had a positive effect on customer loyalty at statistical significance. These factors can predict the variance of customer loyalty at 48.60 percent by writing the raw score prediction equation as follows: Ŷ = .590+ .288(x4) + .233 (x2) + .186 (x3) + .154 (x1)