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

Kongkird Sutapat, Fang Shaw-Yu, Rodsomboon Sujittra


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, and (3) customer satisfaction directly affects the customer loyalty toward processed agricultural products. Conclusively, the study’s findings signify that farmers can benefit from applying the knowledge of branding to their businesses to help drive the economy, generate and distribute the income, and make a decent living.


Keywords: branding, processed agricultural products, customer satisfaction, customer loyalty.



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