The Relationship Between Marketing Mix Factors and Customer Royallty of the Bangkok Bank in Saraburi Province

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Chanita Chanthasin
Supaporn Kupimai

Abstract

The purpose of this study was to (1) study the relationship between marketing mix factors and customer loyalty of the Bangkok Bank in Saraburi Province. (2) Samples of this study were 400 customers who had used the service of Bangkok Bank Public Company Limited in Saraburi Province. The questionnaires used for data collection. The statistical methods were used data analysis were frequency, percentage, mean, standard deviation, Independent Sample t-test, One – way ANOVA, LSD (Least Significant Difference) and Pearson’s Correlation. The findings found that the personal factors of the samples were mainly females, aged between 25-35 years old, single, holding a bachelor’s degree, working as private employees, having an average monthly salary not over 20,000 Baht. The consumers had ‘high’ level of over all of marketing mix and customer loyalty. The hypothesis testing results showed that the occupation of the customers had different impacts on customer royalty of Bangkok Bank at a statistical significant level of .05. And all of marketing mix factors were related to customer royalty of Bangkok Bank in attitude, behavior, and overall.

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บทความวิจัย