MARKETING STRATEGY FACTORS AND CUSTOMER RELATIONSHIP MANAGEMENT FACTORS AFFECTING CUSTOMER LOYALTY OF BANK FOR AGRICULTURE AND AGRICULTURAL COOPERATIVES, DOEM BANG NANG BUAT, SUPHAN BURI PROVINCE

Abstract

Objectives of this article were to study the opinions, the marketing strategy factors and customer relationship management factors affecting loyalty of Bank for Agriculture and Agricultural Cooperatives, Doem Bang Nang Buat, Suphanburi Province. The samples were 400 people of the users of Bank for Agricultural cooperatives, Doem Bang Nang Buat, Suphanburi province, selected by specific random selection. The instrument was questionnaires. The data were analyzed by descriptive statistics; frequency, percentage, mean and standard deviation, and multiple regression analysis. The results showed that the respondents had opinion concerning Marketing strategy factors, Customer relationship management factors and affecting customer loyalty at a high level. The hypothesis testing showed that Marketing Strategy Factors: Product Physical Evidence and Process affecting customer loyalty of Bank for Agriculture and Agricultural Cooperatives, Doem Bang Nang Buat, Suphanburi Province with predictive power of 67.20 percent, at the statistical significance level of 0.05. The customer relationship management factors: Relations and Listening to opinions affecting customer loyalty of Bank for Agriculture and Agricultural Cooperatives, Doem Bang Nang Buat, Suphanburi Province with predictive power of 59.50 percent, at the statistical significance level of 0.05.