อิทธิพลของการกู้คืนผลิตภัณฑ์และบริการ การตลาดแบบปากต่อปากผ่านทางอิเล็กทรอนิกส์และความไว้วางใจที่มีผลต่อความภักดีของผู้บริโภคในเขตพื้นที่อำเภอหาดใหญ่ จังหวัดสงขลา

Abstract

The study aimed to The Influences of Product Recovery and Services, Electronic word of Mouth Marketing and Trust Affecting to Brand Loyalty Hat Yai District, Songkhla province. The samples were 385 consumers, who had experiences in using products and had problems in services within the past 6 months. Data were collected through the questionnaire Online, and analyzed by frequency, mean, percentage, standard deviation, and multiple regression analysis. The results revealed that 1) product recovery and services influenced brand loyalty at statistically significant level 0.01, suggesting that if a brand owner can notify consumers about the recovery of their products and services, it will increase consumer loyalty; 2) viral marketing via electronics had impact on brand loyalty at statistically significant level 0.01, indicating that if a brand owner has good services, which made more viral marketing via electronics, it will increase consumer loyalty.; and 3) trustfulness had impact on brand loyalty at statistically significant level 0.01, suggesting that if a brand owner focuses on services promoting the trustfulness of consumers, it will increase consumer loyalty.