Social Influences and Business Strategies Affecting Customer Loyalty Toward 7-Eleven in Ubon Ratchathani Province, Thailand

Dr. PICHYADA Pheunpha () and Thitanan Thammachotamphai ()
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Dr. PICHYADA Pheunpha: Faculty of Management Science, Ubon Ratchathani University
Thitanan Thammachotamphai: Faculty of Business Administration, Ramkhamhaeng University, Thailand

No 15717074, Proceedings of International Academic Conferences from International Institute of Social and Economic Sciences

Abstract: This study explores the interrelationships among social influences, business strategies, and customer loyalty towards 7-Eleven in Ubon Ratchathani Province, Thailand. Aimed at understanding how these factors drive customer loyalty in a competitive retail market, the research employs a quantitative design and collects data from 417 customers using a highly reliable questionnaire (Cronbach?s alpha = 0.95). Data analysis utilizes descriptive statistics, Pearson?s correlation, and multiple linear regression. The results indicate high levels of social influence and effective business strategies among customers, resulting in moderate customer loyalty. Notably, a strong correlation exists among social influences, business strategies, and customer loyalty (r = 0.807, p

Keywords: Social Influences; Business Strategies; Customer Loyalty; 7-Eleven (search for similar items in EconPapers)
JEL-codes: E32 (search for similar items in EconPapers)
Pages: 19 pages
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Published in Proceedings of the Proceedings of the 69th International Academic Conference, Berlin, Nov -0001, pages 48-66

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