| Title: | A Study of Customer Loyalty to Toyota in Thailand |
| Author: | Li Xinyu |
| Advisor: | ดร.วรางค์รัตน์ นิติวนะกุล – Dr.Warangrat Nitiwannakul |
| Degree: | Master of Business Administration |
| Major: | International Business Management |
| Faculty: | บัณฑิตวิทยาลัย (Graduate School) |
| Academic year: | 2568 (2025) |
| Published: | นำเสนอในที่ประชุมวิชาการ (Conference) The 1st Thailand-Sino International Conference and The 17th National and International Academic Conference “New Quality Productive Forces and Sustainable Innovation” 14-16 November 2024 (pp.1206-1215) Click PDF |
Abstract
The automotive industry is a key contributor to Thailand’s economy, where Toyota holds a strong market position. However, in the competitive automotive landscape, retaining customer loyalty remains a significant challenge. This study investigated the determinants of Thai customers’ loyalty to Toyota, focusing on factors including perceived product quality, service quality, brand image, perceived price, perceived promotion, perceived trust, and customer loyalty. The primary objective was to assess how these factors influence customer loyalty and to provide strategic insights for Toyota’s marketing efforts in Thailand.
A quantitative research method was employed, utilizing a structured questionnaire distributed to 400 Toyota customers across various regions in Thailand, with 391 valid responses. Data analysis included descriptive and inferential statistics, with correlation analysis used to examine the relationships among key variables. The findings indicate that service quality and perceived trust are the most significant predictors of customer loyalty, followed closely by brand image and perceived product quality.
While perceived price and perceived promotion also positively affect loyalty, their impact is comparatively moderate.
The study concludes that Toyota can enhance customer loyalty by prioritizing high standards in service quality, fostering trust, and maintaining a positive brand image. Additional strategies, including strengthening after-sales service, engaging in community-oriented corporate social responsibility initiatives, and offering personalized promotions are recommended to solidify Toyota’s competitive advantage and support long-term customer retention in Thailand.
Keywords: customer loyalty, Toyota, automotive industry, Thailand.
6617190026 Li Xinyu, 2568 (2025). Advisor: ดร.วรางค์รัตน์ นิติวนะกุล – Dr.Warangrat Nitiwannakul, สารนิพนธ์ (Independent Study), A Study of Customer Loyalty to Toyota in Thailand, นำเสนอในที่ประชุมวิชาการ (Conference), The 1st Thailand-Sino International Conference and The 17th National and International Academic Conference, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย