Title: THE FACTORS AFFECTING CUSTOMER LOYALTY OF THE RIDE HAILING INDUSTRY IN THAILAND

Authors: Tuangporn Pinudom, Dr. Siwaporn Kunnapapdeelert, Passarin Phalitnonkiat and Ms. Suthasinee Jayankura Na Ayuaddhya

Abstract: Identifying and creating customer loyalty is essential for business success. Understanding the customer loyalty requires understanding value for the customers. The study of customer value is more significant for several researches. However, many factors can affect customer value. This research explores the relationship of product quality, product innovation, customer relationship management, service value, supplier relationship management, and brand image, and their impacts on customer value and customer loyalty in the ride hailing industry in Thailand. The Exploratory Factor Analysis (EFA) was applied to the preliminary analysis of the variables. Confirmatory Factory Analysis (CFA) conducted in AMOS revealed the relationship of 6 variables and their impacts on customer value and customer loyalty. The research result shows that the service value has the most positive impact to the customer value compared with other variables. Brand image is the variable that has least positive effect on the customer value.

Keywords: Customer loyalty, customer value, product value, service value, brand value, ride-hailing service.

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