Perception of Image and Service Quality Influencing Trust in Decision – Making for Used Cars Credit

Abstract

            The purposes of this research were to study: 1) the influence of image on trust in decision-making for used cars credit, 2) the influence of service quality on trust in decision-making for used cars credit, and 3) the relationship between perception of image and service quality. The research samples were 400 users of Bank of Ayudhya Public Company Limited located in Muang District, Nakhon Si Thammarat province. Data were collected using questionnaires, and the descriptive statistics used for data analysis were Frequency, Percentage, and Standard Deviation. The research hypotheses were tested by Regression Analysis and Pearson Correlation. The study results revealed that 1) the influence of image on trust in decision-making for used cars credit were on the issues of strength and uniqueness, 2) the influence of service quality on trust in decision-making for used cars credit were on the issues of confidence, attentiveness and responses, and 3) the relationship between perception of image and perceived service quality, in the overall view, was in the moderate level, and in the same direction. When considered each individual issue, it was found that perception of image on popularity was most related to service quality on the issue of confidence, followed by perceived image on strength related to service quality on the issue of confidence; and lastly, perception of image on uniqueness related to service quality on credibility, respectively.