The Effect of Customer Relationship Management and Corporate Image Toward Customer Loyalty Commercial Bank Customers Muang District, Surat Thani Province

Abstract

This research aimed to study the customer relationship management level, the corporate image level, the customer loyalty level, and the customer relationship management. The corporate image affects customer loyalty of Commercial Bank in Muang district, Surat Thani province. The population of this research were customers who applied to the services of Commercial Bank in Muang District, Surat Thani Province. The 392 samples were calculated by the W.G. Cochran. The questionnaire was used as a tool. Customer relationship management was at a reliability coefficient of 0.95 while the corporate image and loyalty of the customer was at the reliability coefficient of 0.93. The data were analyzed, using frequency, percentage, mean, standard deviation, and Multiple Regression Analysis.

The results showed customer relationship management was an important tool to satisfy the customers to keep and develop the relationship with the customers at a high level until loyalty to the bank became for a long term and it also will presently create the advantages of competitive business of the bank. Therefore, the organization must effectively develop the customer relationship management and be able to respond to customer requirements that are always changing; then it might affect the good-corporate image for customers who will return to buy products repeatedly. So it can increase opportunities to buy across product lines, services, word of mouth and Immunity to attract competitors.