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Adirek Vajrapatkul. A causal model of customer citizenship in Thailand retail bank sector. Doctoral Degree(Industrial Business Administration (International Program)). King Mongkut's Institute of Technology Ladkrabang. Central Library. : King Mongkut's Institute of Technology Ladkrabang, 2023.
A causal model of customer citizenship in Thailand retail bank sector
Name: Adirek Vajrapatkul
LCSH:
Banks and banking
-- Thailand
LCSH:
Customer relations
-- Management
LCSH:
Customer services
Abstract:
This dissertation explores the impact of corporate governance, self-service technology quality, on-site service quality, and brand equity on the customer citizenships of bank customers residing in six districts of Bangkok, Thailand. The study employs Structural Equation Model (SEM) techniques to analyze 450 valid observations obtained through the distribution of questionnaires to individuals residing in Min Buri, Lat Krabang, Saphan Sung, Bangkapi, Lat Phrao, and Chatuchak districts of Bangkok. The data collected from the questionnaires are examined using Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and path analysis to establish and quantify the relationships between the variables under investigation.The findings of this study indicate a direct influence of brand equity on the degree of customer citizenship within the banking sector. Additionally, there is an indirect influence of on¬site service quality, corporate governance, and self-service technology quality on customer citizenship. This is improving corporate governance and self-service technology quality can lead to an increase in on-site service quality, which in turn has a positive effect on bank brand equity and customer citizenship. Therefore, it is recommended that banks focus on enhancing customer citizenship by establishing a well-defined and succinct corporate governance policy. Moreover, allocating resources to technological advancements that facilitate seamless customer transactions can also contribute to improving on-site service quality. Lastly, augmenting employee service attitudes and competencies is crucial in elevating the overall quality of on-site services
King Mongkut's Institute of Technology Ladkrabang. Central Library
Address:
BANGKOK
Email:
Lifelong@kmitl.ac.th
Name: Nuttawut Rojniruttikul
Role:
Thesis Advisor
Email :
nuttawut.ro@kmitl.ac.th
Modified:
2024-11-16
Created:
2023
Issued:
2024-11-16
วิทยานิพนธ์/Thesis
application/pdf
eng
DegreeName: Doctor of philosophy
Level: Doctoral Degree
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0.021791 วินาที
Adirek Vajrapatkul
| Title | Contributor | Type |
|---|---|---|
| Business cycles in digital economy of Thailand
สถาบันบัณฑิตพัฒนบริหารศาสตร์ Adirek Vajrapatkul | Athakrit Thepmongkol | วิทยานิพนธ์/Thesis |
| A causal model of customer citizenship in Thailand retail bank sector
สถาบันเทคโนโลยีพระจอมเกล้าเจ้าคุณทหารลาดกระบัง Adirek Vajrapatkul | Nuttawut Rojniruttikul | วิทยานิพนธ์/Thesis |
Nuttawut Rojniruttikul