Relationships between Service Quality and Customer Loyalty of Kasikorn Bank Public Company Limited in Nakhon Phanom Province
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Abstract
This study aimed to study the relationship between service quality and customer loyalty of Kasikorn Bank Public Company Limited in Nakhon Phanom Province using a questionnaire for data collecting from 400 Kasikorn Bank Public Company Limited customers in Nakhon Phanom Province. The multiple correlation analysis and multiple regression analysis was used to analyze the data. The results showed that 1) the service quality in the aspect of service enthusiasm had relationship and effect toward the customer loyalty, 2) the service quality in the aspect of service equity had relationship and effect toward the customer loyalty, and 3) the service quality in the aspect of service personality had no relationship and effect with the customer loyalty. The empirical evidence of this research identified that the bank should give priority with the planning process and develop the service quality to provide good service to the customers as well as provide the good experiences to the customers in order to let the organization be able to develop their potential and compete with other organization and survive under the change of current economic environment, especially the service quality can make the organization to get the acceptance from the customers and get the customer loyalty which was the factor that cause the organization succeed on running the business effectively and in the future the organization can succeed in the long term and be sustainable according to the customer loyalty toward the organization.
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