| 520 สาระสังเขป |
Consumer loyalty to a brand is essential to running a business. If brands are able to maintain consumer loyalty, this creates opportunities for business growth. Whenever consumer loyalty turns negative, it can affect businesses as well, or it could damage the business because the brand could lose its customer base to its competitors forever. Therefore, organizations/brands should maintain consumer loyalty to their brands as long as possible. Especially, brands should build relationships with Generation Z consumers as much as possible because this consumer group is moving towards becoming the main consumer in the near future that marketers are starting to focus on today. The objective of this study is to study how consumer loyalty affects brands. This research used data to process data from a total of 358 questionnaires, collectsquestionnaires from experienced consumers about complaints, which are divided into 3 main parts processing descriptive statistics, factor analysis (FA), and using the method of analyzing the structural equation model (SEM). The results of the research can be summarized as follows. If Generation Z consumers' loyalty to brands changes, this will influence their desire to switch brands, and revenge brands are statistically significant. While the loyalty of Generation Z consumers has no influence on brand avoidance. |