A Study Building Loyalty Strategy of Football Thai Premier League Fans : A Case Study of Chonburi Football Club
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Abstract
The objective of this research was to study the independent variables that influence the dependent variable in creating loyalty among fans of Chonburi FC. This was done through a mediating variable: fan engagement. The study also aimed to examine the independent variables affecting the dependent variable in terms of building fan loyalty for Chonburi FC. The research methodology involved collecting data using questionnaires from a sample group of 450 Chonburi FC fans, using convenience and purposive sampling methods. The data was then analyzed using descriptive statistics, including mean, percentage, and standard deviation, and inferential statistics through the Process method to test correlation and combined with multiple linear regression equations to test the influence on loyalty. The research found that factors such as club image, club identity, social refinement, brand community, and content-based marketing have an influence on the loyalty of Chonburi FC fans, mediated partially by fan engagement. The success of the club did not influence fan loyalty.
In conclusion, the development of loyalty among Chonburi FC fans is influenced by fan engagement, arising from perceptions of the club's image, identity, social refinement, community, and content-based marketing. The club's success did not affect fan loyalty, suggesting that the club should focus on developing more effective goals and operational strategies.
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