แนวทางการกระตุ้นและพัฒนาความภักดีของลูกค้าผ่านบัตรสมาชิก : กรณีศึกษา สมาชิกคลับการ์ดเทสโก้ โลตัส เอ็กซ์ตร้า สาขาสงขลา

Abstract

The objective of this research aim to study relationship between the customer’s characteristic, economic shopping orientation, in-store characteristic and customer loyalty, loyalty programs to maintain the customer base and to enhance economic shopping orientation and retail store’s atmosphere, which help increasing customers’ loyalty to the store. The sample is 385 Songkhla Branch Tesco Lotus Extra’s customers aged from 18 with the club card memberships. A questionnaire is use as the data collecting tool. Then the research data are studyed to get the frequency distributions, percentages, means, standard deviation, Pearson correlation coefficient and multiple regression analysis at a significance level of 0.05 The results indicate the majority of respondent are female age 25 - 34 years old education is bachelor’s degree. The occupation is employee in a private company and the average income per month is between 15,001 – 20,000 baht, their household size is mostly of 3 to 4 members and they normally join only one loyalty card. The study of how the stimulating factor and effect of the club card, in terms of economic shopping orientation and the in-store characteristic, affects the behavioral and attitudinal loyalty toward the Songkhla branch Tesco Lotus retail shop reveals that the customer’s characteristic which influences the loyalty to the store is age and the attitude toward the loyalty program. In term of economic shopping orientation: pricing policies, promotion, and financial benefit, respectively, and the in-store characteristic: service and merchandising respectively, affects the customer loyalty. The study on how to increase the customer loyalty shows that the Clubcard will be effective and satisfy customers only if customers benefit from the card, such as return, reward from the purchase. The variety of merchandising and good service affect loyalty as well.