This research aimed to develop a structural equation model of customer loyalty to traditional\r\nretail shop in Hat Yai district, Songkhla province. The sample consisted of 500 cases of\r\nmulti-stage sampling. Data was significantly statistical analyzed by using LISREL program.\r\nThe results indicated the developed model was valid and fitted to empirical data. The factors\r\nof CSR expectation, switching cost, customer satisfaction and customer trust were\r\nsignificantly and positively related to customer loyalty. Customer trust factor was the highest\r\ndirect effect on customer loyalty while customer satisfaction was the highest indirect effect.\r\nA clear understanding of the postulated relationships among the studied variables might\r\nencourage the traditional retail shop to figure out appropriate course of action to win\r\ncustomers� trust by providing better services in order to create a loyal customer base.
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