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Journal of Promotional Communications

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Published

2019-05-30

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Vol. 7 No. 1 (2019): Special Issue on Cross Cultural Communication

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Articles

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Relationship of Loyalty-Card Communication Process and the Repeat Purchase in Petrol Service Station Business: A Comparative Study of Thai and Non-Thai Brands in Bangkok

Papassara Chaiwong

Chulalongkorn University

Pimpond Koontawee

Silpakorn University

Abstract

ABSTRACTLower energy prices since the year 2010 has made petrol service station businesses in many developing countries, including Thailand, struggle to cope with the market situation. Consequently, both Thai and non-Thai brands in Thailand had to create marketing strategies, such as attaching non-oil service in the gas station, to make a higher profit. Previous studies reported that all the top five brands in Thailand’s petroleum market launched their competitive reward programs, using a loyalty card, to boost repeat purchase rate and establish relationships with their customers. This study, therefore, aimed to examine the relationship between 1) satisfaction of Thai and non-Thai brands customers towards the loyalty card process and their repeat purchase behavior, and 2) customers’ repurchase behavior and their loyalty towards the brand. The four of 7Ps related to the card process: promotion, people, process, and physical evidence, were studied. A predominantly qualitative method was employed. Results and business suggestions were discussed.Keywords: Loyalty-card Process, Repeat Purchase, Marketing-mix, Petrol Service Station, Cross-cultural Business Communication, CRM. 

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