Exploring Customer Loyalty in the Department Store Retail Setting: A Comprehensive Study of ABC Shopping Mall

Name: Wang Xinran

keyword: Customer Loyalty

Classification :.DDC: Th 658.812 Wa246E 2024

; Customer Satisfaction

; COVID-19

; Dhonburi Rajabhat University

Abstract: The objectives of this research were as follows: 1) to investigate the customer loyalty of ABC Shopping Mall after the COVID- 19 pandemic, 2) to analyze the factors that affected customer loyalty with ABC Shopping Mall, and 3) to identify the business strategies to improve customer loyalty at ABC Shopping Mall. Mixed methods research was used. In quantitative research, 382 customers from ABC Shopping Mall were randomly selected, ensuring diverse representation across demographics. For qualitative research, twelve frequent shoppers, eight infrequent shoppers, and three ABC Shopping Mall management experts were chosen as key informants. Statistical analysis was conducted for quantitative data, including frequency, mean, and standard deviation, while correlation analysis and multiple regression analysis were utilized. Qualitative data were analyzed using thematic analysis and the constant comparative method. The accuracy and reliability of the analysis were ensured through data triangulation and member checking. The research results show that: 1) customer loyalty at ABC Shopping Mall post-COVID- 19 revealed mixed results, while trust in safety measures and adaptation to challenges showed high loyalty levels, intention to continue shopping and recommendation to others exhibited moderate levels. There was also a moderate sense of attachment to the mall. However, dissatisfaction persisted regarding service quality, store atmosphere, and perceived value, with issues like long queues and unclean areas being notable challenges, 2) in analyzing factors affecting customer loyalty at ABC Shopping Mall, correlation and regression analyses revealed significant positive. correlations between customer loyalty and critical factors such as product quality, service quality, store atmosphere, convenience, perceived value, and customer satisfaction. Further insights from regression analysis indicated that these factors collectively accounted for 93.696 of customer loyalty variability. Despite these positive findings, challenges such as inadequate service awareness among staff, issues with store atmosphere, and perceived value mismatches posed hurdles, and 3) to enhance customer loyalty at ABC Shopping Mall, strategic initiatives based on customer value theory and the 4Rs marketing approach were proposed. These included implementing relationship marketing, engaging with key opinion leaders, optimizing advertising, managing store atmosphere, modifying pricing strategies, and maintaining customer relationships through reliable services and and a dedicated CRM team

มหาวิทยาลัยราชภัฏธนบุรี. สำนักวิทยบริการและเทคโนโลยีสารสนเทศ

Address: กรุงเทพมหานคร

Email: arc.dru@dru.ac.th

Name: Noppawan Wisedsind

Role: Advisor

Name: Jirapong Ruanggoon

Role: Advisor

Created: 2024

Modified: 2026-02-18

Issued: 2026-02-18

วิทยานิพนธ์/Thesis

application/pdf

Dhonburi Rajabhat University

eng

DegreeName: Master of Business Administration

Level: Master's Degree

Descipline: Master of Business Administration

Grantor: Dhonburi Rajabhat university

©copyrights Dhonburi Rajabhat university

ลำดับที่.	ชื่อแฟ้มข้อมูล	ขนาดแฟ้มข้อมูล	จำนวนเข้าถึง	วัน-เวลาเข้าถึงล่าสุด
1	Thesis.pdf	7.8 MB

ใช้เวลา

0.038917 วินาที