An Integrated Model for Sustainable Customer Loyalty: Drivers in Thailand’s High-End Home-Building Industry

Nisit Sittiasa and Aunchistha Poo-Udom ()
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Nisit Sittiasa: Department of Hospitality Innovation and Intercultural Communication, Faculty of Hospitality Industry, Kasetsart University, Bangkok 10900, Thailand
Aunchistha Poo-Udom: Department of Hospitality Innovation and Intercultural Communication, Faculty of Hospitality Industry, Kasetsart University, Bangkok 10900, Thailand

Sustainability, 2025, vol. 17, issue 20, 1-23

Abstract: The home-building industry is crucial to Thailand’s economic growth but unfortunately it is plagued by persistent sustainability problems stemming from fierce competition, cost fluctuations, and evolving consumer expectations. Therefore, this study sought to identify the main drivers of sustainable customer loyalty (CL) in the high-end home-building industry by integrating marketing communications strategy (MCS), service quality (SQ), and company management system (CMS) into a unified structural equation model (SEM). Data were collected from 680 customers registered with Thailand’s Home Builders Association through online and in-person surveys. Path analysis of latent variables using LISREL 9.10 showed that the model had strong explanatory power, explaining 72% of the variance of CL (R 2 = 0.72). MCS had the greatest total effect (β = 0.82), followed by SQ (β = 0.54) and CMS (β = 0.24). The results also showed how transparent communication interventions add to perceived quality while increasing management efficiency which jointly sustains long-term CL. These findings confirm that strategic communication, service excellence, and good corporate management provide the basis for the sustainable competitive advantage and economic resilience of Thailand’s home-building firms. The validated framework provides theoretical and managerial implications for incorporating sustainability into customer relationship strategies.

Keywords: economic sustainability; environmental, social, and governance (ESG); competitive advantage; structural equation modeling; sustainable business models; Thailand (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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