Laundry Care Products Consumer Loyalty: A Structural Equation Model Analysis

Abstract

The global laundry care product market is estimated to increase by $23.85 billion between 2022 and 2027, with consumers focused on searching for hygienic products capable of fighting viruses. Given this industry's size and consumer importance, the authors investigated which factors contributed the greatest to consumer loyalty (ConLoy). Simple random sampling was used to select 520 repeat purchase consumers across all major regions in Thailand. The questionnaire had an expert evaluation rating of 0.60 to 1.00 and a reliability value between 0.89 and 0.95. LISREL 9.10 was used to analyze the data using a latent variable path analysis which determined that all the causal variables in the model had a positive impact on ConLoy, collectively accounting for 67% of the variation in the factors that affect Customer Loyalty (R²). There were four causal variables influencing consumer loyalty (ConLoy). When ranked from most significant influence to lowest influence, these were product quality (ProQua), product attitude (ProAtt), product innovation (ProInn), and finally, consumer satisfaction (ConSat), with total effect (TE) values of 0.94, 0.93, 0.82 and 0.48, respectively. The study contributes to the literature as it represents one of a very limited of studies in English concerning the laundry care product sector within Asia and its related detergent products.