Paper Title
The Impact of Service Quality on Service Usage Decisions and Brand Loyalty: A Case Study of Betagro Shop in The Upper Northeastern Region

Abstract
This article aimed to study 1) the influence of service quality (tangibility, reliability, responsiveness, assurance, and empathy) on service usage decisions and brand loyalty and 2) the influence of service usage decisions on brand loyalty. A sample of 400 consumers from the upper northeastern region of Thailand, encompassing the provinces of Nong Khai, Loei, Udon Thani, Nong Bua Lam Phu, Nakhon Phanom, Mukdahan, Sakon Nakhon, and Kalasin, who had previously purchased products from Betagro Shop, were surveyed. Data was collected using a questionnaire and analyzed using descriptive statistics such as frequency, percentage, mean, and standard deviation. Simple regression analysis and multiple regression analysis were employed to test the hypotheses. Findings portrayed that tangibility, reliability, and assurance significantly influenced service usage decisions, while responsiveness and empathy did not. Moreover,four dimensions of service quality (tangibility, reliability, responsiveness, and assurance) were found to have a significant impact on brand loyalty, whileempathy did not. Additionally, the study revealed that service usage decisions had a significant impact on brand loyalty. Executives and branch managers, both in the upper northeastern region and other areas of Betagro Shop, can apply the research findings to enhance, develop, and create strategies that align with consumer needs. By focusing on service quality, businesses can enhance customer satisfaction, leading to increased service usage and stronger brand loyalty. Keywords - Service Quality, Service Usage Decisions, Brand Loyalty, Betagro Shop