Relationship between convenience store image and consumers' satisfaction and loyalty: case study of Bangkok CP Fresh Marts

Abstract

The purposes of the study was to study the convenience store image, consumers’ satisfaction and loyalty which was differentiated by demographic characteristics, and to study relationship between convenience store image and consumers' satisfaction and loyalty. The questionnaire was applied as a research tool. The population in this study were 384 consumers of 108 CP Fresh Mart stores in the Bangkok metropolitan area. The statistics used were Percentage, Mean, Standard deviation, t-test, one-way ANOVA and Pearson's correlation coefficient at statistical significance level of 0.05. The research result revealed demographic factors regarding consumers who shopped at CP Fresh Mart with different genders, ages, education levels, average monthly income, and the frequency of the use of service were dissimilar in terms of the consumer image, consumer satisfaction, and customer loyalty at the 0.05 level of significance. The convenience store image was positively correlated with the consumers’ satisfaction and loyalty statistically significant at the 0.01 level.