The Effect of Service Innovation on Loyalty of Siam Commercial Bank Public Company Limited (SCB) Customers
Keywords:
Service Innovation, Banking, LoyaltyAbstract
This research study the effect of service Innovation on loyalty of Siam Commercial Bank Public Company Limited (SCB) customers. It employed a quantitative design method. This study aimed to investigate 1) the behaviors of users towards the service innovation affecting their loyalty on Siam Commercial Bank, and 2) the service innovation affecting the customers’ loyalty on Siam Commercial Bank. The sampling group of this research was 385 Siam Commercial Bank customers purposively selected. This research instrument was online questionnaires via Google Form. The statistics used in the data analysis were frequency distribution, percentage, mean, standard deviation, and the test hypothesis by multiple regression analysis. The results showed that most respondents were women of 25 years old. The majority were students with an average monthly income of at most 10,000 Baht. The findings also revealed that users selected Siam Commercial Bank for its reputation as a renowned bank with high standards. Additionally, service innovation significantly influences the loyalty of Siam Commercial Bank users. The ranking of its services, from most to least influential, is as follows: new service concepts, service delivery processes, the variety of new technology used in service, and customer interaction.
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