African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4171

Full Length Research Paper

The influence of customer expectations, customer loyalty, customer satisfaction and customer brand loyalty on customer purchasing intentions: A case study of K-POP fans in Thailand

Adisak Suvittawat
  • Adisak Suvittawat
  • School of Management Technology, Institute of Social Technology, Suranaree University of Technology, Nakhon Ratchasima Province, Thailand.
  • Google Scholar

  •  Received: 19 October 2021
  •  Accepted: 29 December 2021
  •  Published: 31 January 2022


From 1992 on the K-Pop culture has spread from South Korea all over the world and Thailand is no exception. The objective of this study was to analyze the variables that influence purchasing intentions of K-Pop fans in Thailand in terms of customer expectations, customer loyalty, customer satisfaction and customer brand loyalty. The four hundred thirty-one Thai respondents provided great insights into the purchasing intentions of Thai K-Pop fans in terms of theoretical and practical applications. Overall, the customers were very satisfied with the artists and exhibited a high brand loyalty to the products endorsed by the K-Pop groups. The Korean performers met the expectations of their followers which also let them to be loyal to their favorite boy or girl group. Understanding Thai Korean Pop music fans and their purchasing behavior helps the artist to capitalize on their influence through product endorsement and advertisement contracts which in turn are based on ratings of the artists in the before mentioned categories. It is hoped to replicate this study in the future in other ASEAN countries and other parts of the world.


Key words: brand loyalty, customer expectations, customer loyalty, customer satisfaction, K-POP artists, purchasing intentions.