A Study Influence of Corporate Social Responsibility and Strategic Communication on Customer Loyalty in Bank of Ayudhya Public Company Limited ำ

Abstract

The purposes of this research were 1. to study of structural relationship between strategic communication corporate social responsibility and customer loyalty in Bank of Ayudhya 2. to study the influence of strategic communication on corporate social responsibility 3. to study the influence of strategic communication on customer loyalty both direct and indirect via corporate social responsibility and 4. to study the influence of corporate social responsibility on customer loyalty in Bank of Ayudhya. The samples were 400 users. The research results found that 1. correlation coefficient among observable variables were 0.501 - 0.789 and every variable had a significant level, 2. strategic communication had direct effect to corporate social responsibility in very high level at the statistical significance (SC CSR, = 0.93, p < 0.01) and variance predicted by strategic communication with 86 percent, 3. strategic communication had directly effect to customer loyalty in low level at the statistical significance (SC BLT, = 0.20, p < 0.01) and had indirect effect via corporate social responsibility at the statistical significance (SC CSR BLT, = 0.75, p < 0.01) and variance predicted by strategic communication with 89 percent, and 4) corporate social responsibility had effect to customer loyalty in very high level at the statistical significance (CSR BLT, = 0.80, p < 0.01). Fit indices of the model were χ2 / df = 2.87, CFI = 0.99, NNFI = 0.99, RMSEA = 0.031, SRMR = 0.0024 and 90% CI for RMSEA = 0.00