Abstract
During the last few years, it can be seen that many sectors and businesses adopt significant sales promotion (SP) tools to stimulate and motivate their customers towards products purchasing. The main objective behind the development of this study is to evaluate the loyalty of customers of pharmaceutical firms in Thailand through the use of tools of sales promotion. This research also aims to access the mediating role of the utilitarian benefits of SP and the hedonic benefits of SP in analyzing the relationship between the tools of SP and customer loyalty. This study used a sample of different consumers of pharmaceutical firms of Thailand and the SEM technique and method are applied to identify the research questions. Furthermore, the mediating effect of the utilitarian benefits of SP and the hedonic benefits of SP was analyzed by using the MGA technique. Study results and findings suggest that the role of using SP tools significantly enhance the loyalty of customers, and results also revealed that the utilitarian benefits of SP also positively mediates the relationship between SP tools and customer loyalty.
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