MULTIPLE-PARALLEL MEDIATOR INFLUENCE OF CORPORATE IMAGE AND CUSTOMER SATISFACTION TRANSFERRING SERVICE QUALITY TO PURCHASE INTENTION BEHAVIORS OF KRUNGTHAI BANK PCL’S CUSTOMERS
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Abstract
The objectives of this research are to (1) study the service quality, corporate image, customer satisfaction and purchase intention behaviors, and (2) study the multiple-parallel mediator influence of corporate image and purchase intention behaviors which transfers the service quality to purchase intention behaviors of Krungthai Bank PCL’s customers. Sample group used in the research is 500 Krungthai Bank PCL’s customers based on the concept of Comrey and Lee (2013). Statistical method conducted in this research consists of (1) the descriptive statistics (mean value) and (2) the analyzed statistics of structural equation model (SEM) via PLS Graph 3.0 program.
As results, it was found that the maximum average value of customer satisfaction is of 4.057 and the standard deviation value is of .709. The second is the purchase intention behaviors with the average value of 4.018 and the standard deviation value of .811. For the service quality, the average value is of 3.996 and the standard deviation value is of .528. For the corporate Image, the average value is of 3.989 and the standard deviation value is of .795. From analysis results, it was noticed that the multiple-parallel mediator influence of corporate image and customer satisfaction effect the quality factor transformation to purchase intention behaviors of Krungthai Bank PCL’s customers, significantly.
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