Purchasing Behavior, Satisfaction with Service Quality and Customer Loyalty towards the Multi-Channel Strategy of Tops Thailand
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Abstract
This research aimed to study the purchasing and usage behavior, satisfaction with the service quality of touchpoints, and customer loyalty towards the Tops Thailand’s multi-channel strategy. This quantitative research employed convenience sampling to collected data from 386 customers who had purchased products through both Tops in-stores and the Tops application at least once within the past year. The research findings revealed: 1) Customers purchased products more frequently through in-stores than the application, at a rate of 2-3 times per month, with similar spending amounts and purchase quantities, but different types of products were bought. 2) Regarding satisfaction with the service quality of touchpoints, the overall satisfaction for in-stores was at the highest level, with the policy and physical aspects having the highest values. For the application, the overall satisfaction was at a high level, with system availability being the highest. 3) Overall customer loyalty was at a high level. The hypothesis testing found that satisfaction with the service quality of both in-store and application touchpoints positively influenced customer loyalty with a statistically significant level of 0.05. Specifically, the application's e-service quality regarding the privacy and security of financial transactions had the greatest impact on customer loyalty, followed by the retail service quality of in-stores regarding attractive equipment and convenient zoning for purchasing, and lastly, the policy aspect concerning loyalty points and clean, safe products, respectively.
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