การประชุมวิชาการระดับชาติ ครั้งที่ 16
มหาวิทยาลัยราชภัฏนครปฐม

     The objective of the research on factors influencing customer loyalty towards Coca-Cola products (Thailand) is to: Compare factors affecting customer loyalty towards Coca-Cola products (Thailand) segmented by personal factors. Investigate factors influencing customer loyalty towards Coca-Cola products (Thailand) using a sample of 400 Coca-Cola beverage consumers, obtained through quota sampling. Statistical analyses include frequency, percentage, mean, standard deviation, t-test, one-way analysis of variance, and multiple regression analysis. The research findings are as follows :

     Customer loyalty towards Coca-Cola products (Thailand), segmented by personal factors, shows no statistically significant differences. Factors contributing to customer loyalty towards Coca-Cola products (Thailand) include the following dimensions: Attributes (b = -0.02), Benefits (b = -0.02), Value (b = 0.19), Culture (b = 0.34), Personality (b = 0.20), and Usage (b = 0.13), respectively. The forecasting power of the equation is 73.60%. The equation can be represented as :

     Y_tot = 0.70+-0.02X ₁+-0.02X₂+ 0.19X₃**+0.34 X₄**+ 0.20X₅+ 0.13X₆