MARKETING MIX FACTORS AFFECTING CUSTOMER LOYALTY IN BUDDHIST RELIGIOUS SUPPLY BUSINESSES IN ROI ET

Abstract

This research aimed to 1) study the importance level of marketing mix factors in the Buddhist religious supply business in Roi Et Province 2) study the level of customer loyalty toward the Buddhist religious supply business in Roi Et Province 3) compare customer loyalty toward the Buddhist religious supply business in Roi Et Province classified by personal factors and 4) study the relationship and impact of marketing mix factors on customer loyalty toward the Buddhist religious supply business in Roi Et Province. Data were collected via questionnaires from a sample of 400 respondents. Data analysis was conducted using descriptive statistics and inferential statistics, including independent t-tests, One-Way ANOVA (F-test), Pearson's correlation coefficient analysis, and multiple regression analysis. The research results revealed that the overall marketing mix factors for the Buddhist religious supply business in Roi Et Province were at a high level ( = 4.27, SD = 0.40) Overall customer loyalty toward the Buddhist religious supply business was also at a high level ( = 4.34, SD = 0.33) The marketing mix factors had a moderate positive correlation with customer loyalty toward the Buddhist religious supply business in Roi Et Province (r = 0.362-0.479) Regarding the impact of the marketing mix factors, process had the greatest impact on customer loyalty (Beta = .221), followed by product (Beta = .212) and people (Beta = .186) respectively

Keywords: Marketing Mix, Loyalty, Customer Buddhist Religious Supply Business