SERVICE QUALITY AND CUSTOMER RELATIONSHIP MANAGEMENT TO CUSTOMER LOYALTY ON CREDIT PRODUCTS OF KASIKORN BANK IN SUPHANBURI, THAILAND
DOI:
https://doi.org/10.14456/aamr.2023.7Keywords:
Service Quality, Customer Relationship Management, LoyaltyAbstract
The objectives of this research were 1) to study the level of service quality and customer relationship management to customer loyalty on credit products of Kasikorn Bank in Suphanburi Province, 2) to study the influence of service quality on customer loyalty of credit products of Kasikorn Bank in Suphanburi Province, and 3) to study the influence of customer relationship management to customer loyalty on credit products of Kasikorn Bank in Suphanburi Province. This is a quantitative research. The data were collected from 276 Kasikorn Bank business credit customers in Suphan Buri Province. The 2-step random sampling were used; quota sampling and accidental sampling. The statistics for data analysis were descriptive statistics consisting of frequency, percentage, mean, standard deviation, and inferential statistics which were multiple regression analysis. The research results revealed that 1) the level of opinions about service quality, customer relationship management, and overall loyalty were at the highest level, 2) the service quality, customer response, customer confidence, and the aspect of understanding and knowing customers influence customer loyalty on credit products of Kasikorn Bank in Suphanburi Province, and 3) customer relationship management, customer monitoring, building of relationships with customers and communication management influence customer loyalty on credit products of Kasikorn Bank in Suphanburi Province with statistical significance at the 0.01 level.
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