Digital Marketing Communication and Customer Experience Path that Affect their Loyalty for Using the Services of Government Housing Banks in Bangkok and Peripheral Provinces

Abstract

           The Objectives of this independent study were to 1) study digital marketing communications that affect loyalty in using the services of Government Housing Bank Bangkok and surrounding areas and 2) study the path of customer service experience that affects loyalty in using the services of Government Housing Bank Bangkok and surrounding areas from a sample group of customers who come to use the services of the Government Housing Bank in Bangkok and surrounding areas from a random sample of 385 people using a questionnaire to collect data and data was analyzed using descriptive statistics, including frequency, percentage, mean, standard deviation, assumptions by analyzing the Pearson's Correlation coefficient and multiple regression analysis.

The results of the study found that digital marketing communications and the path of customer service experience that affects loyalty in using the services of Government Housing Bank in Bangkok and surrounding areas. It can be concluded that Marketing through electronic mail marketing on social media and making product advertising signs displayed on the website, it has a positive effect on loyalty in using the services of Government Housing Bank in Bangkok and surrounding areas statistically significant at 0.01. As for the use of products and services, and awareness, it has a positive effect on loyalty in using the services of Government Housing Bank in Bangkok and surrounding areas statistically significant at 0.01, where every independent variable together predicts the dependent variable with a value equal to 48.4 percent (AdjR2 = .484).