Influencing factors for thai consumers loyalty towards Lazada in Bangkok
International Journal of Development Research
Influencing factors for thai consumers loyalty towards Lazada in Bangkok
Received 17th June 2020; Received in revised form 28th July 2020; Accepted 08th August 2020; Published online 23rd September 2020
Copyright © 2020, Yue Huang and Suo Lu. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
From customer perspective, this research study aims to investigate how Thai customer loyalty towards Lazada is affected bypre-purchase experienceofweb design and payment methods andpost-purchase experience of returns. In addition, this research also aimsto identify a relationship between Lazada corporate-image andcustomer loyalty. Quantitative design by developing questionnaires was applied to collect data through the convenience sampling approach from 428 respondents who live in Bangkok, age 21 years old and above and usually useinternet to do some errands such as shopping or pay bills and hadshopping experience at least once at Lazada. Multiple regression is employed to identify the variables affecting the customer’s loyalty to Lazada in Thailand. The results indicate that only Lazada corporate-image and payment methods have apositive influence on customer loyalty. Meanwhile, corporate image has more effects on customer loyaltythan payment methods. However, web design and return policy have no significantinfluence on customer loyalty.
