市场营销组合对泰国千禧一代顾客忠诚度的影响研究
发布时间：2022-10-15 18:22
从全球来看,千禧一代现在是世界上人口最多的群体,随着前几代人的退休,他们将变得更加重要。千禧一代的定义是生于1982年或之后的人,他们已经成为市场上的主要力量,因为他们是大量消费品的主要消费群体。此外,据估计,千禧一代的购买力将在2020年至2050年期间增长最快。这使得他们开始引起市场营销人员的注意。所以,要想吸引千禧一代,营销人员必须真正了解他们的特点,也要重组业务模式。因为千禧一代非常不同于其他几代人,他们有不同的购买态度,所以传统营销方法对他们并不能凑效。千禧一代是在快速数字化变革的时代成长起来的。随着科技的发展,他们可以通过互联网更容易地感知到更多的东西。提高客户忠诚度是大多数品牌更希望获得的最终目标,因为它能帮助企业继续成功,即使在危机形势下也能继续经营下去。多年以来,品牌忠诚的概念一直受到市场营销人员的关注,因为忠诚是顾客对品牌的重视程度的衡量。这些人数众多的千禧一代,他们将成为市场上的主要消费力量,而这一代人的品牌忠诚度也不明朗。这引起了研究者的兴趣来研究市场营销组合对泰国千禧一代品牌忠诚度的影响。在本研究中,研究者选取双圣的冰淇淋品牌作为个案研究,试图找出泰国千禧一代...
【文章页数】：82 页
【学位级别】：硕士
【文章目录】：
ABSTRACT
详细摘要
CHAPTER 1 INTRODUCTION
1.1 SOURCE OF TOPIC
1.2 RESEARCH BACKGROUND
1.3 RESEARCH OBJECTIVE AND SIGNIFICANCE
1.3.1 Objective of the Research
1.3.2 Research Significance
1.4 LITERATURE REVIEW
1.4.1 Literature review at aboard
1.4.2 Literature review at Thailand
1.4.3 Analysis of literature review at Thailand and aboard
1.5 EXPECTED BENEFITS
1.6 Research Contents
CHAPTER 2 THEORETICAL BACKGROUND
2.1 MARKETING MIX THEORY
2.2 CUSTOMER SATISFACTION
2.2.1 Customer Satisfaction Definition
2.3 CUSTOMER LOYALTY
2.3.1 Customer Loyalty Definition
2.4 RESEARCH FRAMEWORK
2.4.1 Definition of Term
2.5 HYPOTHESIS DEVELOPMENT
2.5.1 Different demographic characteristic and customer loyalty
2.5.2 The attitude on the marketing mix and customer satisfaction
2.5.3 The relationship between customer satisfaction and customer loyalty
2.5.4 The relationship between the marketing mix and customer loyalty
2.6 SUMMERY
CHAPTER 3 RESEARCH METHODOLOGY
3.1 TYPE OF RESEARCH
3.2 POPULATION AND SAMPLES
3.2.1 Population
3.2.2 Sample Size
3.3 QUESTIONNAIRE DESIGN
3.4 QUESTIONNAIRE RELIABILITY TESTING RESULT
3.5 SUMMERY
CHAPTER 4 DATA PRESENTATION, DISCUSSION AND RECOMMENDATION
4.1 THE DESCRIPTIVE ANALYSIS OF THE RESPONDENTS
4.1.1 Identification of respondents
4.1.2 The descriptive analysis of customers behavior
4.1.3 Variables analysis
4.2 HYPOTHESIS ANALYSIS RESULT
4.3 DISCUSSION
4.4 RECOMMENDATION
4.5 FUTURE RESEARCH
4.6 SUMMERY
CONCLUSION
REFERENCES
APPENDIX A: RESEARCH QUESTIONNAIRE
ACKNOWLEDGEMENT
RESUME
本文编号：3691806
【文章页数】：82 页
【学位级别】：硕士
【文章目录】：
ABSTRACT
详细摘要
CHAPTER 1 INTRODUCTION
1.1 SOURCE OF TOPIC
1.2 RESEARCH BACKGROUND
1.3 RESEARCH OBJECTIVE AND SIGNIFICANCE
1.3.1 Objective of the Research
1.3.2 Research Significance
1.4 LITERATURE REVIEW
1.4.1 Literature review at aboard
1.4.2 Literature review at Thailand
1.4.3 Analysis of literature review at Thailand and aboard
1.5 EXPECTED BENEFITS
1.6 Research Contents
CHAPTER 2 THEORETICAL BACKGROUND
2.1 MARKETING MIX THEORY
2.2 CUSTOMER SATISFACTION
2.2.1 Customer Satisfaction Definition
2.3 CUSTOMER LOYALTY
2.3.1 Customer Loyalty Definition
2.4 RESEARCH FRAMEWORK
2.4.1 Definition of Term
2.5 HYPOTHESIS DEVELOPMENT
2.5.1 Different demographic characteristic and customer loyalty
2.5.2 The attitude on the marketing mix and customer satisfaction
2.5.3 The relationship between customer satisfaction and customer loyalty
2.5.4 The relationship between the marketing mix and customer loyalty
2.6 SUMMERY
CHAPTER 3 RESEARCH METHODOLOGY
3.1 TYPE OF RESEARCH
3.2 POPULATION AND SAMPLES
3.2.1 Population
3.2.2 Sample Size
3.3 QUESTIONNAIRE DESIGN
3.4 QUESTIONNAIRE RELIABILITY TESTING RESULT
3.5 SUMMERY
CHAPTER 4 DATA PRESENTATION, DISCUSSION AND RECOMMENDATION
4.1 THE DESCRIPTIVE ANALYSIS OF THE RESPONDENTS
4.1.1 Identification of respondents
4.1.2 The descriptive analysis of customers behavior
4.1.3 Variables analysis
4.2 HYPOTHESIS ANALYSIS RESULT
4.3 DISCUSSION
4.4 RECOMMENDATION
4.5 FUTURE RESEARCH
4.6 SUMMERY
CONCLUSION
REFERENCES
APPENDIX A: RESEARCH QUESTIONNAIRE
ACKNOWLEDGEMENT
RESUME
本文编号：3691806
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