Essays on Customer Loyalty Framework Case: Infant Formula Product Brand Recommenders

Abstract

This thesis was conducted during the author's first year of a three-year PhD program at the IICSE University, USA. The thesis had its focus on exploring impacting factors and behaviors of product brand recommenders in relation to customer loyalty, which is an unexplored field of research in Thailand. Most research studies in Thailand focus on brand loyalty of end-customers, none has explored loyalty behaviors of product brand recommenders or product brand endorsers. Product brand recommenders/endorsers are those who recommend or endorse specific product brand(s) to potential end users and/or customers. Product brand recommenders might or might not be direct product brand users by nature. Quantitative research methods were mainly used in this dissertation research. A case study of customer loyalty behaviors of infant formula brand recommenders was explored in detail. Primary survey pen-and-paper based questionnaire and the interviews were the major information sources of the empirical data for the research, complemented with secondary data sources where relevant. The theoretical framework aims to find knowledge for compiling the main elements of customer loyalty behaviors of product brand recommenders in this thesis. The results of the thesis were customer loyalty model developed for brand recommenders of any product.