IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v17y2025i20p9327-d1775934.html

An Integrated Model for Sustainable Customer Loyalty: Drivers in Thailand’s High-End Home-Building Industry

Author

Listed:
  • Nisit Sittiasa

    (Department of Hospitality Innovation and Intercultural Communication, Faculty of Hospitality Industry, Kasetsart University, Bangkok 10900, Thailand)

  • Aunchistha Poo-Udom

    (Department of Hospitality Innovation and Intercultural Communication, Faculty of Hospitality Industry, Kasetsart University, Bangkok 10900, Thailand)

Abstract

The home-building industry is crucial to Thailand’s economic growth but unfortunately it is plagued by persistent sustainability problems stemming from fierce competition, cost fluctuations, and evolving consumer expectations. Therefore, this study sought to identify the main drivers of sustainable customer loyalty (CL) in the high-end home-building industry by integrating marketing communications strategy (MCS), service quality (SQ), and company management system (CMS) into a unified structural equation model (SEM). Data were collected from 680 customers registered with Thailand’s Home Builders Association through online and in-person surveys. Path analysis of latent variables using LISREL 9.10 showed that the model had strong explanatory power, explaining 72% of the variance of CL (R 2 = 0.72). MCS had the greatest total effect (β = 0.82), followed by SQ (β = 0.54) and CMS (β = 0.24). The results also showed how transparent communication interventions add to perceived quality while increasing management efficiency which jointly sustains long-term CL. These findings confirm that strategic communication, service excellence, and good corporate management provide the basis for the sustainable competitive advantage and economic resilience of Thailand’s home-building firms. The validated framework provides theoretical and managerial implications for incorporating sustainability into customer relationship strategies.

Suggested Citation

  • Nisit Sittiasa & Aunchistha Poo-Udom, 2025. "An Integrated Model for Sustainable Customer Loyalty: Drivers in Thailand’s High-End Home-Building Industry," Sustainability, MDPI, vol. 17(20), pages 1-23, October.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:20:p:9327-:d:1775934
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/17/20/9327/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/17/20/9327/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Wenxin Shen & Wenzhe Tang & Atthaset Siripanan & Zhen Lei & Colin F. Duffield & Felix Kin Peng Hui, 2018. "Understanding the Green Technical Capabilities and Barriers to Green Buildings in Developing Countries: A Case Study of Thailand," Sustainability, MDPI, vol. 10(10), pages 1-17, October.
    2. Gordon W. Cheung & Helena D. Cooper-Thomas & Rebecca S. Lau & Linda C. Wang, 2024. "Reporting reliability, convergent and discriminant validity with structural equation modeling: A review and best-practice recommendations," Asia Pacific Journal of Management, Springer, vol. 41(2), pages 745-783, June.
    3. Shakeel ul Rehman & Rafia Gulzar & Wajeeha Aslam, 2022. "Developing the Integrated Marketing Communication (IMC) through Social Media (SM): The Modern Marketing Communication Approach," SAGE Open, , vol. 12(2), pages 21582440221, May.
    4. Mengmeng Cui & Filipa Ferreira & Tze Kwan Fung & José Saldanha Matos, 2021. "Tale of Two Cities: How Nature-Based Solutions Help Create Adaptive and Resilient Urban Water Management Practices in Singapore and Lisbon," Sustainability, MDPI, vol. 13(18), pages 1-22, September.
    5. Kumpee Thamtarana & Puris Sornsaruht, 2024. "Antecedents to Thai Consumer Insurance Policy Purchase Intention: A Structural Equation Model Analysis," SAGE Open, , vol. 14(1), pages 21582440241, March.
    6. Pathomthat Chiradeja & Surakit Thongsuk & Santipont Ananwattanaporn & Atthapol Ngaopitakkul, 2023. "Renovation of an Academic Building’s Envelope, Lighting, and Air Conditioning System According to Thailand Building Energy Code for Energy Consumption Reduction," Sustainability, MDPI, vol. 15(21), pages 1-27, October.
    7. Armstrong, J. Scott & Overton, Terry S., 1977. "Estimating Nonresponse Bias in Mail Surveys," MPRA Paper 81694, University Library of Munich, Germany.
    8. Nij Tontisirin & Sutee Anantsuksomsri, 2021. "Economic Development Policies and Land Use Changes in Thailand: From the Eastern Seaboard to the Eastern Economic Corridor," Sustainability, MDPI, vol. 13(11), pages 1-20, May.
    9. Chun-Chien Lin & Kadek Sandita Nugraha & Yi-Jung Hsu, 2025. "The Effect of Sustainable Development Goals on Customer Satisfaction, Customer Loyalty and the Role of Brand Image in Green Hotels," Advances in Management and Applied Economics, SCIENPRESS Ltd, vol. 15(1), pages 1-7.
    10. Abu Elnasr E. Sobaih & Ibrahim A. Elshaer, 2022. "Structural Equation Modeling-Based Multi-Group Analysis: Examining the Role of Gender in the Link between Entrepreneurship Orientation and Entrepreneurial Intention," Mathematics, MDPI, vol. 10(20), pages 1-23, October.
    11. Dia Zeglat & Fayiz Shrafat & Jassim Al-Gasawneh, 2024. "Going Beyond the Conventional Service Profit Chain Model," SAGE Open, , vol. 14(2), pages 21582440241, May.
    12. Kar‐Yiu Wong, 2001. "Housing Market Bubbles and the Currency Crisis: The Case of Thailand," The Japanese Economic Review, Japanese Economic Association, vol. 52(4), pages 382-404, December.
    13. Gordon W. Cheung & Helena D. Cooper‑Thomas & Rebecca S. Lau & Linda C. Wang, 2024. "Correction to: Reporting reliability, convergent and discriminant validity with structural equation modeling: A review and best-practice recommendations," Asia Pacific Journal of Management, Springer, vol. 41(2), pages 785-787, June.
    14. Viriya Taecharungroj, 2024. "Which Economic Sectors Influence Average Household Income? A Spatial Econometric Study of Thailand’s 76 Provinces," Economies, MDPI, vol. 12(2), pages 1-25, January.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Meng Qi & Zulhamri Abdullah & Saiful Nujaimi Abdul Rahman, 2024. "Navigating the Digital Landscape: Evaluating the Impacts of Digital IMC on Building and Maintaining Destination Brand Equity," Sustainability, MDPI, vol. 16(20), pages 1-19, October.
    2. Nguyen, Quyen T.K. & Almodóvar, Paloma, 2025. "Foreign subsidiary performance in multinational enterprises: The role of business development capabilities and resource deployment," Journal of International Management, Elsevier, vol. 31(3).
    3. Ifeanyi Mbukanma & Vikela Liso Sithole & Yiseyon Sunday Hosu, 2025. "Exploring the Factors Enhancing Marketability of Coastal Agricultural Products in Rural South Africa," Economies, MDPI, vol. 13(5), pages 1-16, May.
    4. Thomas Sifuna Mayende & Abaasi Ibrahim Musenze & Kaziba Abdul Mpaata & Gideon Nkurunziza, 2026. "Unpacking the role of job satisfaction in the psychological capital-work engagement link: evidence from ugandan public universities," SN Business & Economics, Springer, vol. 6(1), pages 1-35, January.
    5. Yiming Ma, 2025. "Entrepreneurial Education and Market Alignment in Journalism: Impacts on Graduate Career Outcomes and Job Satisfaction," SAGE Open, , vol. 15(4), pages 21582440251, November.
    6. Hasanburak Yucel & Murat Ergün & Gozde Bakioglu, 2025. "Will Conventional Public Transport Users Adopt Autonomous Public Transport? A Model Integrating UTAUT Model and Satisfaction–Loyalty Model," Sustainability, MDPI, vol. 17(20), pages 1-31, October.
    7. Ling, Weijie & Lee, Hyemin & Xu, Huayuan & Pan, Younghwan, 2026. "From complexity to chaos: Understanding their combined impact on customer experience in retail environments," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).
    8. Tahani Ali Hakami, 2025. "Enhancing internal audit efficiency in Saudi Arabian SMEs: the impact of cloud adoption determinants," SN Business & Economics, Springer, vol. 5(12), pages 1-32, December.
    9. Aminjonova, Gulrukhsor & Khasanova, Dilfuzakhon, 2024. "How Perceived CSR Drives Customer Value Co-Creation in E-Commerce: Examining the Moderating Effect of Gender and the Mediating Effect of Satisfaction," SocArXiv 69cdm, Center for Open Science.
    10. Dianca Dsouza & Aleena George & Razan Khawatmi & Saif Ur Rehman, 2025. "Factors Influencing Students’ Satisfaction with Online Food Delivery Services: An Empirical Study," SAGE Open, , vol. 15(3), pages 21582440251, September.
    11. Stanislav Avsec & Magdalena Jagiełło-Kowalczyk & Agnieszka Żabicka & Joanna Gil-Mastalerczyk & Agata Gawlak, 2024. "Human-Centered Systems Thinking in Technology-Enhanced Sustainable and Inclusive Architectural Design," Sustainability, MDPI, vol. 16(22), pages 1-45, November.
    12. Gasto Jerome Lyakurwa & Mercy Chepkemoi Chepkwony & Edwin Sabuhoro, 2025. "Community Perceptions on Conservation, Livelihood Vulnerability and Quality of Life Around Tanzania’s Kilimanjaro National Park," Land, MDPI, vol. 14(2), pages 1-23, February.
    13. Mehmet Ozan Karahan & Fatih Åžahin, 2025. "The Influence of Atmospheric Cues on Impulsive Buying Behavior: Exploring the Roles of Utilitarian and Hedonic Browsing," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 37(1), pages 73-194.
    14. Nadia Rehman & Xiao Huang & Amir Mahmood & Misbah Shafait Abbasi & Jialu Qin & Wenxi Wu, 2025. "Assessing Pakistan’s readiness for STEM education: an analysis of teacher preparedness, policy frameworks, and resource availability," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 12(1), pages 1-17, December.
    15. Saima Hussain & Rizwan Raheem Ahmed & Dalia Streimikiene & Faheem Bukhari & Justas Streimikis, 2025. "Metaverse Marketing: A Business-To-Business Analysis of Brand Strategies and Generation Z Engagement in the Sports Industry," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 27(70), pages 1091-1091, August.
    16. Zeinab Afsharbakeshlo & Mohammadsadegh Omidvar & Iza Gigauri & Mariam Janjaria, 2026. "Environmental responsibility and equity: the dual impact of green transformational leadership on employee well-being and social justice," SN Business & Economics, Springer, vol. 6(1), pages 1-24, January.
    17. Theoneste Manishimwe & Fahad Abdulrahman & Ahmed Umar Alkali & Lukman Raimi, 2025. "Influence of organizational learning capability on the competitive advantage of entrepreneurial firms: a resource-based perspective," SN Business & Economics, Springer, vol. 5(7), pages 1-29, July.
    18. Zhaoyang Xin & Jingyue Zhang, 2025. "Too little time to care for my loved ones: time poverty for quality of care and the moderating role of community social capital among family caregivers," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 12(1), pages 1-11, December.
    19. Ritu Yadav & Chand Prakash & Pankaj Jain & Anshul Arora, 2026. "From revenue streams to reputation: the role of sustainable revenue diversification in shaping sustainable brand image across selected product categories," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 25(1), pages 109-120, February.
    20. Jing A. Zhang & Conor O’Kane & Denis Griffin, 2025. "What drives micro-entrepreneurs’ value-oriented innovative behavior in microfinance: an entrepreneurial resourcefulness perspective," Small Business Economics, Springer, vol. 65(3), pages 2033-2062, October.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:17:y:2025:i:20:p:9327-:d:1775934. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.