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Factors Influencing Brand Loyalty of The Big C Plus Application |
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| รหัสดีโอไอ | |
| Creator | Passakorn Nakcharupong |
| Title | Factors Influencing Brand Loyalty of The Big C Plus Application |
| Publisher | MSMIS Thammasat University |
| Publication Year | 2569 |
| Journal Title | Journal of information systems in Business |
| Journal Vol. | 12 |
| Journal No. | 1 |
| Page no. | 58 |
| Keyword | Big C Plus Application, Brand Loyalty, Expectation-Confirmation Model, Value-based Adoption Model, Perceived Value, Satisfaction |
| URL Website | http://www.jisb.tbs.tu.ac.th |
| ISSN | 3088-1692 |
| Abstract | Today, retail businesses face intense competition from online platforms. Consumers tend to switch between retail platforms whenever a better discount is available, forcing operators to rely on promotions to attract new customers and making customer retention increasingly difficult. This research therefore aims to examine the factors influencing brand loyalty in the use of retail platform applications, using the Big C Plus application as a case study. This study is a quantitative research in which 228 Big C Plus application users were surveyed via an online questionnaire. The Expectation-Confirmation Model (ECM) and the Value-based Adoption Model (VAM) were used to examine the relationships among expectation confirmation, satisfaction, perceived usefulness, continuance intention, and brand loyalty. The ECM factors were significantly and positively related: expectation confirmation influenced satisfaction, satisfaction influenced continuance intention, and continuance intention influenced brand loyalty. Regarding VAM, perceived value positively affected both satisfaction and continuance intention. The factors that significantly influenced perceived value were perceived convenience, perceived delivery service quality, and perceived transaction risk. Meanwhile, perceived complexity, perceived enjoyment, and perceived partnership privileges did not significantly influence perceived value or satisfaction. The findings of this research directly benefit the development of the Big C Plus application and other online retail platform applications, helping service providers better understand the factors affecting consumer brand loyalty and improve various aspects of their applications to more effectively meet customer need |
