Next, I would like to thank all my friends who shared their knowledge and encouragement throughout the period of this research. The research question of this study is to discover the key factors that create loyalty of customers who are generations x, y and b towards mobile retail applications.
LITERATURE REVIEW
Factor Influencing Customer Loyalty
- Technology Adoption
- Branding
- Convenient
- Trust
- Marketing Plan
Since e-commerce owners really think about the impact that a brand can have on their business, online retail must clearly define what product or service the website offers to the audience; if the message is not clear, there is a high percentage that the client will win. t visit the website again, so the customer comes to the online store, but only looks at the window, did not buy any product in the shopping cart. Making it easy for brand loyal site visitors to navigate straight to a page full of their favorite brand's products is essential so they keep their eyes on the site and don't go back to Google to find an alternative e-commerce site , which will serve him up to them on a plate. Studies show that almost all customers refuse to provide personal information to a website at one time or most of them because they do not trust the website (Keng, 2003).
Another marketing attraction is to do pricing strategy, it is obviously a disadvantage for online business that customers cannot touch, smell, see the product/service compared to the physical store comparing product with a more reliable visual merchandising in the stores cannot display. Another marketing plan that can keep customers to come back to the website is content marketing, different age of customers prefer different type of content on the website, from the survey of the Thai e-commerce website, it appears that generation y prefers the content read and view in a simple and easy to understand format, for example info graphic data. One example from the literature review, content personalization will appeal to the customer, and it is a good approach to keep customers visiting the website again.
For example, in 2014, many online sellers turned to personalization to reap the benefits of increasing customer traffic to the site.
Generation
RESEARCH METHODOLOGY
- Research Design
- Population and Sample
- Instrumentation
- Data Analysis
After defining the research purpose, the researcher uses an in-depth interview to obtain the data from the thirty correspondents. Each correspondent has no relationship with each other. The reason why the researcher uses an in-depth interview is that it is more lively to ask questions, to understand the context and the meaningful feelings, values and perceptions that underline and influence behavior. During the interview, the survey can ask any question limited to the respondent and the data may have much value than conducting a simple survey. 2 How many times do you need to use the smart device in one day to access the Internet?
4 Do you believe that the branding website would give you good customer service over e-commerce without branding. 12 You will visit the website again if you are notified that the website offers a discount sale product on the website. The research has developed the following is the research framework used for the study.
To analyze the data, the author has used to code method when the respondent has given the result, for example the similarity of the data that could stimulate loyalty to different generations of customers, such as the factor of generation x, y and z in the direction of retail branding -m-commerce, what they think and why they decide for them to buy repeat product from the same retail mobile application.
RESEARCH FINDING AND DISCUSSION
Generation Y
- Technology Adoption
- Brand
- Trust
- Convenient
- Marketing promotion
If the online website that Gen Y accesses the website does not have the physical store, most Gen Y will not buy any goods because the trust is not there, they say that if the goods were not delivered on time, they may to go to the physical store to complain, but without a store, they have nowhere to complain, therefore, the credibility of the website is correspondingly less. This research finding is related to the literature review with Adela stating that good brand website with physical store would give better customer trust. When these problems occur, the relationship between the online seller and the consumer (Gen Y) collapses, causing the loyalty of the mobile app to decrease, however, if the promise is fully fulfilled, the loyalty will be a profit time after time.
When asked about the mobile app design interface, Gen Y mentioned that the design should be attractive, the product should be well visualized, they say that if they could not get information about what they are looking for on the first 2 pages when they enter. in the app, they are likely to close the app and go to the new one immediately, this finding is also related to Nicole Fallon (2014) who states that if the consumer cannot find what they want at a fast pace, they will try to look elsewhere. The result of Gen Y can be summarized in the table about the Items used in the in-depth interview as below. 5 out of 5 tend to go to another website, and half eventually find what they want.
12 You will visit the website again if you report that the website offers discount products on the website.
Generation X
- Technology Adoption
- Brand
- Trust
- Convenient
- Marketing Promotion
Nevertheless, the number of viewers is not the last thing about the quality of the website, we also need to look at the conversion rate of the shopping cart (the number of people who actually make an online payment in the online store), as stated in the literature review of Nicole Fallon (2014). Additionally, Generation X mentioned that they are likely to purchase goods from an online store that has a physical store with famous or famous people who rate such online store's good comments. They say that if none of the famous people comment on an online store, the chance of buying a product from that online store would be less.
For the literature review, which stated that people would generally spend a few bucks the first time to buy products online, this is consistent with the Gen would spend Bad to purchase clothes for the first time through the retail application. For expensive goods, Gen The problem they usually faced when purchasing goods online is the lack of promise from the seller.
Marketing promotion can also attract Gen X to visit the store again, but they say that price is not a big concern for them, they prefer to buy a product from a physical store with full price rather than discount price from online store, the reason is that they are insecure with the online payment.
Generation B
- Technology Adoption
- Branding
- Convenient
- Trust
- Marketing promotion
If Gen B found that the item they want to buy is in limited supply available online and could not be readily available in the physical store, Gen B could only purchase that item in the retail application value of less than the average 20,000 Bath. The number of pagers on the application home page or the supplier's promise of on-time delivery is not the primary concern. Secondary concern of Gen B is the web design, they reveal that they are not interested in buying well online because they found that product explanation in online store is terrible, the information could not explain them well, therefore Gen B needs a website , that has a good product visualization to make a "wow" effect on them.
The outcome of Generation B could be summarized in the table below regarding the elements used in the in-depth interview.
RECOMMENDATIONS
Practice Implications
The money each generation spends buying online products is also different. Generation Y tends to buy good products in a few baths, compared to Generation B, who spend a higher amount on online purchases. People from different generations have different purchasing behavior. What is important for the website is to know which generation of customers is the target group, and which variable makes them repurchase the product in the online store. The findings of this research will directly benefit those who want to create the website and mobile retail application.
In order to develop a strong and profitable website, the website must have a physical store to make customers feel safe that the business is reliable, the website must take promise to the consumer seriously about the delivery time and the quality of the product ( the same as displayed in the product image on the website), and finally the website must develop a brand, communicate a brand in a real marketing position. By doing all these, there will be a greater chance that the website will gain loyalty from customers in the long run. They are all participants from big cities in Thailand, so people in rural areas who also buy products online are getting busy with this research.
In addition, there is a limited number of occupations of the participant in the interview, and for further research, different occupations could be interviewed so that the different background of the participant would create a broader aspect of what differences create loyalty on a mobile retail application.
