แนวทางการกระตุ้นและพัฒนาความภักดีของลูกค้าผ่านบัตรสมาชิก กรณีศึกษา สมาชิกคลับการ์ดของเทสโก้ โลตัส เอ็กซ์เพรส สาขาระโนด

Abstract

The purpose of this study is to enhancing and developing customer loyalty approach via membership card of Tesco lotus express, Ranot branch. The purpose of this research is to develop and improve loyalty programs to encourage customer to increase loyalty. Using a sample of 400 respondents drawn from all member of club card in Ranot district. The data was analyzed by descriptive statistic consist of frequency, percentage, mean, standard deviation and Pearson correlation analysis at the 0.05 level significance. The results indicate that the majority of respondents are female age between 25-34 years old and education is bachelor' s degree. The occupation is an employee in a private company. The household size is 3-4 members and they normally join only one loyalty card. Moreover, the research results found that the customer’s characteristic which the most influences the loyalty included attitude toward the loyalty program to store loyalty, behavioral loyalty and attitude loyalty, respectively. In terms of economic shopping orientation that the most influences factors were financial benefit, promotion, pricing policies and store switching cost, respectively and the in-store characteristic that influences factors were service, merchandising and convenience, respectively. The benefits of this research can be used as a guide to develop and improve the loyalty program of Tesco lotus express, Ranot branch. The results suggest that store focus on the financial benefit and service play important role in enhancing customer loyalty.