Research On The Influence Of The Marketing Mix On Customer Loyalty Of Thai Millennial Generation

The research on the influence of marketing mix on customer brand loyalty of Thai millennials generation.The main objective of this research is to examine the relationship between the marketing mix attitude of Thai millennial generation toward the customer loyalty and provide suggestion to the business which have the millennial as their target group.The objectives of the research are:(1)To study the influence of marketing mix which consist of product,price,place,and promotion on Swensen's ice cream brand loyalty of Thai millennials customers in Bangkok.(2)To examine the brand loyalty of Thai millennial generation.(3)To explore the relationships between demographic factors and the marketing mix of Thai millennial generation.(4)To explore the relationships between customer satisfaction and customer loyalty.The research on the influence of marketing mix on customer brand loyalty of Thai millennials generation is a quantitative research by using survey research.The researcher uses a questionnaire to collect the data.The target population used for this research is Thai millennials who consume Swensen's ice cream in Bangkok area with the 400 respondents whose age between 18 � 36.A self-administered questionnaire was used to collect the primary data to answer the research questions of this study.The researcher develops the questionnaire based on the documents and research related to the study of the influence of the marketing mix on customer brand loyalty.The questionnaires consisted of structured questions;multiple choice and scale questions.The questionnaire has 4 sections;personal sections,customers behaviour section,customers attitude on the marketing mix of Swensen's ice cream brand section,and customers satisfaction and loyalty section.To collect the data,the researcher separating the questionnaire distribution channel to 2 channel which is online distribution and collected on the field,200 questionnaires for each type of distribution.Then used the SPSS program as a tool to analyze the result.The empirical results prove that all four objectives of this study have been achieved.First,this study found that there were strong positive relationships between all factors of the marketing mix except place factor and customer loyalty.The most influential factors were price,followed by product and promotion,respectively.Secondly,this study also revealed that Thai millennial generation had a high level of customer loyalty.While considering in-depth detail was found that the millennial whose age between 32 to 36 years old,who consider as the old millennial,tend to have more loyalty than young millennial who's between the ages of 18-31.Thirdly,this study discovered that the difference of age,occupation,and level of income exhibited statistically significant differences in on customer loyalty of Swensen's ice cream.While the differences in gender have no different level of the customer loyalty.Fourthly,this study revealed that there were strongly positive and significant relationship between customers satisfaction and customers loyalty.In another word,the customer who very satisfied with the product or services,the level of brand loyalty will be high.While people who have less satisfied with the product or services,the level of brand loyalty will be less.Besides,the result also reveals that customer satisfaction influence on customer brand loyalty for 77.6%.