Determining the Brand Loyalty of Rice Business in North Eastern of Thailand

Abstract

Brand loyalty is the positive feeling of the customer towards brand or product and customer repurchase and reuses it. In other words, it is called product addiction. Many related factors produce brand loyalty. The main aim of this study is to find out the different determinants of brand loyalty of Rice in the north eastern; Thailand with the moderation of perceived quality and value. Data is collected from the Rice industryin the north eastern; Thailand. A convenient and snowball sampling technique is used. Data is collected via the questionnaire by using e-mails of employees. E-mail of respondents’ was taken from the management of companies. The study is quantitative in nature and data is cross-sectional. After the collection of data, a statistical tool is applied to it. Results revealed that customer satisfaction, perceived quality, and value and preserves havea positive significant impact on brand loyalty of Rice. Moreover, perceived quality and value moderates the relation between customer satisfaction, preserves, and brand loyalty of Rice. This study suggested to managers of product companies of Rice that they have to focus on determinants like (customer satisfaction, perceived quality, and value and preserves) for increasing the brand loyalty of Rice.