THE INFLUENCING OF CAUSAL FACTORS TO THE LOYALTY OF COMMERCIAL BANKS' CUSTOMERS IN SAKON NAKHON MUNICIPALITY, SAKON NAKHON PROVINCE
DOI:
https://doi.org/10.14456/nrru-rdi.2020.46Keywords:
Customer loyalty, Commercial bankAbstract
The purposes of this study is to study the causal factors influencing the loyalty of commercial banks' customers in Sakon Nakhon municipality, Sakon Nakhon and to examine the partial least square structural equation that loyalty of commercial models banks' customers in Sakon Nakhon municipality. Taro Yamane formula was used to find the sample size with an unknown population of 385 samples, reserve a loss of 15 samples total of 400 samples. The sampling group was classified by consumers in commercial banks. The questionnaire was used as the data collection instrument. The statistical analysis used for analysis consisted of percentage and Partial Least Square Structural Equation Modelling (PLS-SEM).
The results indicate that perceived service quality has a significantly positive effect on perceived value (b=0.6187, p<0.000), has a significantly positive effect on customer satisfaction (b=0.5960, p<0.000) but has not a significantly positive effect on customer loyalty (b=0.0859, p<0.060). Perceived Value has a significantly positive effect on customer loyalty (b=0.2624, p<0.000) and customer satisfaction has a significantly positive effect on customer loyalty (b=0.4421, p<0.000). For the result of examine the partial least square structural equation that loyalty of commercial models banks' customers in Sakon Nakhon municipality. The results reveal the reliability and validity of the Measurement Model (Outer) and Construct Model (Inner) path model.
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