FACTORS THAT AFECTING CUSTOMERS LOYALTY OF KRUNGTHAI BANK PUBLIC COMPANY LIMITED, WATTHANANAKORN BRANCH
Keywords:Deposit, Quality of Service, The Loyalty of the Consumer Bank
The research aimed to 1) Study the different demographic factors effecting the customer loyalty of Krung Thai Bank, Watthana Nakhon branch 2) Study the factors of service quality affecting the customer loyalty of Krung Thai Bank, Watthana Nakhon branch. The research was carried out by using quantitative research method. A questionnaire was used to collect data from 420 users who deposited of Krung Thai Bank in Watthana Nakhon branch, Sa Kaeo Province. The data was analyzed by using descriptive statistics: frequency, percentage, mean, and standard deviation and inferential statistics:t-test and f-test with least significant difference. The research found that 1) the demographic factors of the customer affected customers’ loyalty differently at the statistically significant level as of 0.05, and 2) the service quality in terms of tangibles, assurance, responsiveness, and empathy affected the customers’ loyalty of Krung Thai Bank, Watthana Nakhon branch in a positive direction at the statistically significant level as of 0.05. The results from this study can be utilized to increase the customers’ decision to be committed to use the services from the bank services. Addition, the future research in this study is suggested.
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