FACTORS INFLUENCING CUSTOMER LOYALTY IN THE INTERNATIONAL PERSONAL BELONGINGS RELOCATION SERVICE BUSINESS IN THE BANGKOK METROPOLITAN REGION

Abstract This study aims to investigate the significance of service innovation, service quality, perceived value, and customer trust in fostering customer loyalty within the international personal belongings moving service industry in Bangkok and its surrounding areas. A particular focus is placed on the S2PC2 Model, which emphasizes Customer Trust as a crucial factor. The objectives include assessing the relative importance of these factors and exploring their influence on customer loyalty. The population for this study consists of customers who have utilized international personal belongings moving services in Bangkok and its vicinity. A sample of 360 respondents was selected through a stratified random sampling method to ensure representation across various demographics, including gender, age, education level, and occupation. Data were collected using structured questionnaires distributed to the selected sample. The findings indicate that service innovation and quality, alongside perceived value and customer trust, play critical roles in enhancing customer loyalty. Furthermore, a practical model for customer loyalty in this sector is proposed, emphasizing actionable strategies that service providers can implement to improve customer satisfaction and retention. This research contributes to the understanding of customer loyalty dynamics in the moving service industry and offers valuable insights for practitioners seeking to optimize their service delivery and foster lasting customer relationships.