Perceptions Image Affects to Customer’s Loyalty at Seven-Eleven Convenience Store in Thailand

The objectives of this research were 1) to study customer purchasing behavior for products and services, 2) to examine the level of perceived organizational image, customer satisfaction, and customer loyalty, and 3) to investigate the factors influencing customer loyalty towards 7-Eleven stores in Thailand. The sample group for this research consisted of 384 customers of 7-Eleven stores in Thailand, selected using a convenience sampling method. The instrument used for this research was an online questionnaire tested for validity and reliability. The statistics analyzed included frequency, percentage, mean, standard deviation, Pearson's correlation coefficient, and hypothesis testing using multiple regression analysis. The result of the study found that most of the sample group purchased products in the consumer goods category, paid with cash, purchased products for an average of 101-200 baht per transaction, and spent less than 15 minutes in the store. The most crowded service time was around 6:01 - 9:00 p.m. Customers purchased products at least 1-3 times per week and chose to go to the 7-Eleven store near their residence. The sample group had a high level of perceived organizational image, customer satisfaction, and customer loyalty. Another finding was that the three dimensions of the perceived organizational image (brand image, style and appearance image, and environment and climate image) had a positive influence on customer satisfaction and customer loyalty.