Factors influencing customer loyalty towards Coca-Cola products (Thailand)

Abstract

Research on factors affecting customer loyalty to Coca- Cola (Thailand) brand products has the objective of studying: 1. To comparing the factors that affect customer loyalty to Coca - Cola (Thailand) brand products classified by personal factors;and 2. To studying the factors that affect customer loyalty to Coca - Cola (Thailand) brand products. The sample used in this research was 400 samples of consumers of Coca - Cola drinks. The researcher used the quota sampling method. Statistics used in data analysis were frequency, percentage, arithmetic mean. standard deviation, and multiple regression analysis. The research results found that 1. Customer loyalty to Coca-Cola (Thailand) brand products is classified by personal factors. It was found that there were no statistically significant differences. 2. Brand equity factors affecting customer loyalty to Coca-Cola (Thailand) branded products. features (b= -0.02), benefits (b= -0.02), value (b= 0.19), culture (b= 0.34), personality (b= 0.20), user (b= 0.13), respectively, the equation has a predictive power of 73.60 percent. The equation can be written as follows: Ytot = 0.70+-0.02X 1+-0.02X2+ 0.19X3**+0.34 X4**+ 0.20X5*+ 0.13X6*