วารสารวิทยาลัยบัณฑิตเอเซีย ...

The purposes of this research were to study the personal characteristics that influence the opinions of their loyalty to Convenience Store in Nakhon Ratchasima province area, and to study the relationship between the mix of retail and loyalty to Convenience Store in Nakhon Ratchasima province area. The research method was survey research. The sample was used Convenience Store in Nakhon Ratchasima province area by purposive sampling. The statistics used for data analysis were percentage, mean, standard deviation, t - test, F - test, pair wise comparison by Fisher’s Least Significant Difference (LSD), Correlation Coefficient by Pearson. The data were analyzed by using SPSS. Results of hypothesis found that; 1) Most of the respondents were female aged between 21-30 years whose occupation were farmers and students with a bachelor's degree as well as having a monthly income less than or equal to 10,000 baht. 2) Most respondents had a high level of opinion on loyalty to the convenience store brand as a whole with a high level in all aspects which were marketing promotion (x ̅ = 4.35), location (x ̅ = 4.33), product (x ̅ = 4.31) and price (x ̅ = 4.30) respectively. The physical aspect of stores and services have the same average of (x ̅ = 4.28). 3) The test of the relationship between the retail mix and the loyalty to the convenience store brand as a whole shows that there was a moderate relationship in the same direction of all aspects, namely services (r = .458), physical aspects of the store and prices have the same scores (r = .443), marketing promotions (r = .429), products (r = .426) and location (r = .369) respectively.