Title: Factors determining building customers' loyalty to organic agricultural products in Bangkok, Thailand

Authors: Thun Chaitorn; Shahab E. Saqib

Addresses: College of Logistics and Supply Chain, Suansunandha Rajabhat University, Bangkok 10300, Thailand ' Department of Commerce and Management Sciences, Higher Education Department, Government of Khyber Pakhtunkhwa, Pakistan; Department of Development and Sustainability, Regional and Rural Development Planning, Asian Institute of Technology, Thailand

Abstract: This study aims to determine factors for building customers' loyalty to organic agricultural products in Bangkok, Thailand. Data were collected from 400 senior customers - who were above 55 years of age and were consuming organic agricultural products. The data were collected through a questionnaire survey. Structural equation modelling (SEM) was used for determining the factors for customer loyalty. Findings show that service marketing strategy, customer relationship management, and customer satisfaction were important factors determining customers' loyalty. In customer satisfaction, the most important factor for building customer loyalty for organic agricultural products in Bangkok is regarding the convenience received, and customer relationship management regarding educating for relationship building. These two factors have the greatest influence on the customers' positive attitude. This is the first study that has been conducted in the text of Bangkok a metropolitan city of Thailand. The findings suggest that farmers should be trained to produce organic products according to international standards as well as knowledge on marketing strategies that can build customers' loyalty.

Keywords: marketing strategy; customer relationship management; CRM; customer satisfaction; customer loyalty; organic agricultural product; Thailand.

DOI: 10.1504/IJVCM.2022.123551

International Journal of Value Chain Management, 2022 Vol.13 No.2, pp.217 - 323

Accepted: 03 Jul 2021
Published online: 27 Jun 2022 *

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