文章基本信息

标题：Structural Equation Model of Customer Loyalty: Case Study of Traditional Retail Shop Customers in Hatyai District, Songkhla Province, Thailand
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作者：Anuwat Songsom ; Charlee Trichun
期刊名称：Journal of Management Research
电子版ISSN：1941-899X
出版年度：2013
卷号：5
期号：1
页码：128-137
语种：English
出版社：Macrothink Institute
摘要：This research aimed to develop a structural equation model of customer loyalty to traditional retail shop in Hat Yai district, Songkhla province. The sample consisted of 500 cases of multi-stage sampling. The questionnaires were used as a research instrument with the cronbach’s alphas ranging from 0.6447 to 0.9016. Data was significantly statistical analyzed by using LISREL program. The results indicated the developed model was valid and fitted to empirical data. The ratio of chi-square per degrees of freedom was 1.98, GFI=0.93, AGFI=0.90, CFI=0.99, RMR=0.018, RMSEA=0.044 and CN=312.57. The factors of CSR expectation, switching cost and customer trust were described 74 percent of the variance of customer loyalty. Customer trust factor was the highest direct effect on customer loyalty at significant level 0.01 with effect sizes of 0.64 while customer satisfaction was the highest indirect effect with effect sizes of 0.62 as well