Marketing Strategies Affecting Customer Loyalty of Thai Plastic Packaging Industry

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Bundit Phrapratanporn Worrapon Wangkananon

Abstract

This research aims to explore the marketing strategies to enhance customer loyalty in the plastic packaging industry. Questionnaires were used as a research tool to collect data from 491 executives of companies using plastic containers. Data were analyzed using the structural equation model. The research found that the most important factor influencing customer loyalty was corporate social responsibility followed by business marketing and environmental corporate management. Therefore; entrepreneurs in the packaging industry should emphasize the importance of corporate social responsibility factor, and at the same time, put more efforts on business marketing and environment corporate management to maximize customer loyalty.

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บทความวิจัย (Research Articles)