| 520 สาระสังเขป |
This study examines customer brand loyalty within the Thai furniture shops, focusing on the pivotal roles of behavioral factors, brand perception, brand personality, and customer satisfaction. With the active participation of 400 consumers, the research employs Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze the intricate relationships among these key variables. All hypotheses, which examine the relationships between Behavioral Factors, Brand Perception, Brand Personality, Customer Satisfaction, and Brand Loyalty, were supported with statistically significant path coefficients. Notably, the study unveils significant mediating effects of brand personality and customer satisfaction in the complex interplay between behavioral factors, brand perception, and brand loyalty. These findings contribute not only to scholarly discourse but also offer actionable insights for practitioners in the Thai furniture shops. By illuminating the mediating roles of brand personality and customer satisfaction, businesses can strategically enhance customer loyalty, informing decisionmaking and marketing strategies in the dynamic landscape of the Thai furniture shops. |