Processed Agricultural Product Branding Impact on Customer Satisfaction and Loyalty in Lamphun Province, Thailand

Abstract

: This study aimed to determine factors of processed agricultural product branding that affect customer satisfaction and loyalty. This is quantitative research. The questionnaire was collected from 400 consumers with a history of purchasing processed agricultural products in Lamphun Province. The results of the path analysis have shown that (1) branding has a direct effect on customer satisfaction toward processed agricultural products, (2) branding indirectly affects customer loyalty toward processed agricultural products