Essays on Customer Loyalty Framework Case: Infant Formula Product Brand Recommenders

ABC Research Alert

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Field Value
 
Title Essays on Customer Loyalty Framework Case: Infant Formula Product Brand Recommenders
 
Creator Ing-udomnoogoon, Kitcha; IICSE University
 
Subject Customer Loyalty, Product, Brand, Customer behaviors, Customer loyalty model
 
Description This thesis was conducted during the author's first year of a three-year PhD program at the IICSE University, USA. The thesis had its focus on exploring impacting factors and behaviors of product brand recommenders in relation to customer loyalty, which is an unexplored field of research in Thailand. Most research studies in Thailand focus on brand loyalty of end-customers, none has explored loyalty behaviors of product brand recommenders or product brand endorsers. Product brand recommenders/endorsers are those who recommend or endorse specific product brand(s) to potential end users and/or customers. Product brand recommenders might or might not be direct product brand users by nature.Quantitative research methods were mainly used in this dissertation research. A case study of customer loyalty behaviors of infant formula brand recommenders was explored in detail. Primary survey pen-and-paper based questionnaire and the interviews were the major information sources of the empirical data for the research, complemented with secondary data sources where relevant. The theoretical framework aims to find knowledge for compiling the main elements of customer loyalty behaviors of product brand recommenders in this thesis. The results of the thesis were customer loyalty model developed for brand recommenders of any product.
 
Publisher Asian Business Consortium
 
Contributor
 
Date 2019-01-08
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion

 
Format application/pdf
 
Identifier https://journals.abc.us.org/index.php/abcra/article/view/1144
10.18034/abcra.v7i1.1144
 
Source ABC Research Alert; Vol 7, No 1 (2019): January-April 2019 Issue; Thailand
10.18034/abcra.v7i1
 
Language eng
 
Relation https://journals.abc.us.org/index.php/abcra/article/view/1144/1026
 
Rights Copyright (c) 2019 Kitcha Ing-udomnoogoon
http://creativecommons.org/licenses/by-nc/4.0
 

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