Factors Affecting Service Quality and Its Impact on Customer Loyalty of Kasikorn bank, Mae Sai 2 Branch, Mae Sai District, Chiang Rai Province
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Abstract
In the current competitive banking environment, financial institutions must enhance their services and prioritize their quality. This study examines the service quality factors that affect customer loyalty at Kasikorn Bank’s Mae Sai 2 Branch in Mae Sai District, Chiang Rai Province. The objectives are to 1) analyze demographic factors, service quality, and customer loyalty at Kasikorn Bank; 2) compare how different demographic variables influence customer loyalty; and 3) investigate the impact of service quality factors on customer loyalty. This quantitative research utilized a questionnaire to collect data from 400 respondents. Data were analyzed using frequency, percentage, arithmetic mean, standard deviation, t-test, F-test, and multiple linear regression analysis. The findings reveal that most respondents were female, aged 31-40 years, with a secondary education level, employed in private companies, and earning an average monthly income of 10,000-20,000 baht. Overall service quality at Kasikorn Bank was rated at the highest level. Demographic factors, such as gender, age, education, occupation, and average monthly income, had a significantly impact on customer loyalty at the .05 statistical significance level. Service quality factors significantly impacting customer loyalty (at the .05 level) were, in order of importance: reliability, assurance, individualized customer care, tangibles, and responsiveness
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