SERVICE INNOVATION AFFECTING CUSTOMER LOYALTY OF CHANAPHAT SHOP

Abstract

The purposes of this research were 1) to study the level of service innovation and the level of customer loyalty of Chanaphat Shop. 2) to study the service innovation affecting the customer loyalty of Chanaphat Shop. This is quantitative research. The sample group was 388 customers of Chanaphat Shop. The research instrument used for the data collection was questionnaires. In data analyzing process, this research used descriptive statistics for percentage, mean, standard deviation and analytical inferential statistics through multiple regressions. The findings showed that the sample group had their overall opinions on the level of Service Innovation and was at the highest level. The findings also found that the service innovation was rated as high overall. The findings also found that the service innovation factors, including the data and technologies, are both rated at the highest level. Followed by process and environment with all dimensions rated at a high level. The study also found that overall service innovation, along with its dimensions of the data, process, technologies and environment had a statistically significant effect on customer loyalty at the .05