ภาพลักษณ์เปรียบเทียบของธนาคารพาณิชย์ไทยที่ร่วมทุนกับต่างชาติ

Abstract

The objectives of this research are to compare the images of Thai joint-ventured commercial banks which are Bank of Ayudhya Public Company Limited and TMB Bank Public Company Limited; to survey the perception of people’s view on the Bank’s products or services and the perception on the organization and management structural changes of Thai joint-ventured commercial banks and to study he relationship between the perception on the Bank’s products or services and the perception on the organization and management structural changes of Thai joint-ventured commercial banks. Questionnaires were used to collect data from 400 samples, who live in Bangkok and 20-40 of ages. Percentage, mean, standard deviation, T-test and Pearson’s Product Moment Correlation Coefficient were used to analyze data. SPSS Program was used for data processing.

The findings were as follows : (1) the images of Thai joint-ventured commercial banks were not significantly different;  (2) the perception of people’s view on the Bank’s products or services and the perception on the organization and management structural changes of Thai joint-ventured commercial banks were significantly different; (3) the perception of people’s view was not correlate significantly to the images of Thai joint-ventured commercial banks.