ความรู้ ทัศนคติ และพฤติกรรมของพนักงานต่อการปรับเปลี่ยนตราสินค้าองค์กรของธุรกิจธนาคารพาณิชย์ไทย

Abstract

The purpose of this study was to investigate the impact of having differences in customer-faced factor, job experiences and the interaction effect between the two on knowledge, attitude, and employee’s behavior towards corporate rebranding of Thai commercial banks. Quantitative method was applied by using single cross-sectional designed survey. Questionnaire, utilizing adjusted indexes on knowledge, attitude, and employees’ behavior from Hankinson et al. (2007), was used as the mean to collect data. The scope of this study is on four Thai commercial bank, comprising of Kasikornbank Public Company Limited, Siam Commercial Bank Public Company Limited, Thanachart Bank Public Company Limited and Bank of Ayudhya Public Company Limited. Our sample is 50 employees, both male and female, from each bank, totaling 200 employees from head office and branches located in Bangkok and its vicinity. Independent sample t-test, along with one-way and two-way ANOVA, evaluating via SPSS for Window, were adopted as methodology to perform statistical testing. The results of the study were that customer-faced factor and job experiences have significant impact on employees’ attitude towards corporate rebranding of Thai commercial banks, but not on either knowledge or behavior. In addition, the results revealed that the interaction effect between customer-faced factor and job experiences has no influence on knowledge, attitude, and employee’s behavior towards corporate rebranding of Thai commercial banks