INFLUENCE OF CUSTOMER EXPERIENCE AND ENGAGEMENT ON TRUST AND LOYALTY IN THE FUNCTIONAL BEVERAGE

Abstract

The rapid expansion of Thailand’s functional beverage market reflects consumers’ growing pursuit of wellness, authenticity, and trustworthy brands. This study investigates how customer experience and engagement influence trust and loyalty among functional beverage consumers along the Andaman seacoast. A quantitative design was employed using data from 400 respondents, analyzed through Structural Equation Modeling (SEM) in LISREL. The results reveal that customer trust has the strongest direct effect on loyalty, while experience affects loyalty indirectly through trust. Customer engagement shows both direct and indirect effects, confirming its dual role in reinforcing trust and behavioral commitment. The model demonstrates excellent fit indices (χ²/df = 1.18, GFI = 0.98, CFI = 1.00, RMSEA = 0.02). Theoretically, the findings highlight trust as the central mediating mechanism linking experience and engagement to loyalty. Managerially, firms should design trust-oriented experiences, transparent communication, and participatory engagement strategies to build sustainable loyalty. This study contributes to relationship marketing literature and provides strategic insights for wellness-driven beverage brands.