Structural equation model of factors affecting loyalty of customers consuming service innovation of state enterprise banks in Nakhon Pathom province

Abstract

          The purposes of this study were to explore the correlation of structural equation model of service innovation, service quality, customer satisfaction, and loyalty of customers using financial innovation of state enterprise banks in Nakhon Pathom Province. Samples in the study were 135 loyal customers using financial innovation of state enterprise banks in Nakhon Pathom Province; whereas the instrument in the study was a questionnaire. Statistics used in the study included percentage, means, standard deviation, and structural equation model (SEM) analyses. The results of the study revealed that Service innovation had a direct effect on service quality, customer satisfaction, and customer loyalty with the coefficient path analyses ranging at 0.430, 0.129, and 0.263. Additionally, it also had an indirect effect on the customer satisfaction and customer loyalty with the coefficient pay analyses ranging at 0.247 and 0.248. Service quality had a direct effect on the customer satisfaction and customer loyalty with the coefficient path analyses ranging at 0.575 and 0.241. Furthermore, it had an indirect effect toward the customer loyalty with the coefficient path analysis at 0.221. Finally, the customer satisfaction had a direct effect on the customer loyalty with the coefficient path analysis at 0.385.