Volume 29, Issue 3
DOI: 10.24205/03276716.2020.773
Strategies of Entrepreneurs to Maintain Clothing Customers in Thailand
Abstract
Most Bangkok store managers who use Instagram, Line, Facebook look on the Internet to
expand their customer base and sell more products. The aim of this study is to investigate the
tactics of the Thai clothing shop owners towards the retention intent of the company. This
study aims mainly to assess the effects of factors “communication with clients, customer
attainment, given values to the customers, willingness to give discount, and perceived
authenticity gap” on customer retainment intent of Thai clothing shop owners. Accordingly,
this study employs a quantitative method by using questionnaires to obtain the data. The
population in this study consisted of entrepreneurs who run clothing business in Thailand. A
total of 400 volunteers are given the questionnaires to complete. The structural relationship
among the study structures was evaluated using structural modeling (SEM) with AMOS 24.0
with the highest probability estimate. This study has discovered that the willingness to give
discount which has statistically low positive relationship with customer retainment intent
(r=.300**) can be in the attention of business owners to come up with supportive strategies
rather than giving discounts to retain the customers commitment to repurchase from the
clothing shop. Similarly, “perceived authenticity gap” which had statistically low positive
relationship with customer retainment intent (r=.289**) might be concluded from the
unfamiliarity of the shop owners with the concept and importance of perceived authenticity
gap which can be investigated by the authors in the future
Keywords
Communication, Attainment, Values, Discount, Clothing