ANTECEDENTS OF CUSTOMER LOYALTY IN THE STAINLESS STEEL INDUSTRY IN THAILAND’S EASTERN ECONOMIC CORRIDOR
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Abstract
The objectives of this research were to study antecedents of customer loyalty in the stainless steel industry in Thailand’s Eastern Economic Corridor.This research employed a qualitative research. The sample consisted of 340 entrepreneurs who use stainless steel as raw materials for producing products in eastern economic corridor.The sample size was determined based on Kline criterion of 20 times the observed variables. A questionnaire was used to collect the data. The data then were analyzed with structural equation modeling. The research findings showed that: service quality had the most influence on customer loyalty in stainless steel industry, followed by relationship quality, switching cost, and corporate brand equity, respectively. The research findings could be utilized by both government and private sectors related to stainless steel industries to formulate policy, strategy and working plan in order to increase capacity to build customers’ royalty among business operators in the industry. Moreover, improved policy or strategy also leads to increased effectiveness in their business operation.
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