The Influence of Customer Relationship Management and Customer Experience Quality on Customer Loyalty of Thai Credit Retail Bank Public Company Limited: Testing the Role of Corporate Image as a Mediator Variable

Abstract

The objectives of this research were 1) to study the influence of customer relationship management and customer experience quality on customer loyalty of Thai Credit Retail Bank Public Company Limited and 2) to test the role of corporate image as a mediator variable. This is the quantitative research. The sample group is 400 customers who use credit services for entrepreneurs of Thai Credit Retail Bank Public Company Limited in the central region. The multistage randomization was applied using questionnaires as the tools for the data collection. The statistics used in analyzing the data were such as descriptive statistics consisting of frequency, percentage, mean, and standard deviation. The inferential statistic was regression analysis. The research results revealed that customer relationship management and customer experience quality influenced the corporate image of Thai Credit Retail Bank Public Company Limited with statistical significance at 0.01 level. The corporate image was partial mediator variable to the customer relationship management and customer experience quality with the loyalty to Thai Credit Retail Bank Public Company Limited which will be the approaches in developing the use of customer relationship management strategies and customer experience quality to be effective for promoting the good image that leads to the loyalty of Thai Credit Retail Bank Public Company Limited.