Determinants of customer loyalty towards Zhang Yiyuan Tea

Name: Zhao, Haoran

LCSH: Customer loyalty

LCSH: Brand loyalty

LCSH: Tea

Abstract: This research aims to study the determinants of customer loyalty towards Zhang Yiyuan Tea, a distinguished premium tea brand. The research methodology involves the examination of data gathered from 385 respondents through the utilization of a structured questionnaire, serving as the primary research instrument. The study rigorously investigates the influence of key factors, specifically product quality, packaging, value-based pricing, purchasing channels, and brand reputation, on customer loyalty. To comprehensively assess these relationships, this study employs regression analysis as the principal method for hypothesis testing. The findings manifest the substantial impact of product quality, packaging, value-based pricing, purchasing channels, and brand reputation on customer loyalty. The statistical analysis demonstrates that each of these variables significantly and positively influences customer loyalty. With a high R-squared value of 0.905, the model explains approximately 90.5% of the variation in customer loyalty

King Mongkut's Institute of Technology Ladkrabang. Central Library

Address: BANGKOK

Email: Lifelong@kmitl.ac.th

Name: Nuttawut Rojniruttikul

Role: Thesis Advisor

Email : nuttawut.ro@kmitl.ac.th

Created: 2023

Modified: 2024-11-16

Issued: 2024-11-16

วิทยานิพนธ์/Thesis

application/pdf

eng

DegreeName: Master of Business Administration

Level: Master's Degree

Descipline: Industrial Business Administration

Grantor: King Mongkut's Institute of Technology Ladkrabang

©copyrights King Mongkut's Institute of Technology Ladkrabang

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