ปัจจัยส่วนประสมทางการตลาดและคุณภาพการให้บริการที่ส่งผลต่อความจงรักภักดีของผู้ใช้บริการสินเชื่อ ธนาคารกสิกรไทย ในจังหวัดลำปาง

Abstract

The purpose of this study aimed to 1) study the effects of marketing mix on customers' loyalty of loan services at Kasikorn Bank in Lampang Province 2) study the effects of service quality on customers' loyalty of loan services at Kasikorn Bank in Lampang Province. The sample was selected from 407 customers who have used loan services at Kasikorn Bank in Lampang Province at least 1 time. Data were collected using a questionnaire and then were analyzed using analysis, including frequency, percentage, average, standard deviation, Multiple Regression. The study results revealed that Marketing mix were place, people, process and physical evidence dimension had a positive impact on customers' loyalty of loan services at Kasikorn Bank in Lampang Province (p<0.01). Service quality were responsiveness, tangibility and empathy dimension had a positive impact on customers' loyalty of loan services at Kasikorn Bank in Lampang Province (p<0.01). It shows that the sample group focus on brand image, convenience, speed of use and accessibility of bank services, responsiveness and service provided by employees including the facilities to access the service Therefore, banks should pay attention to Development of service channels including the development of personnel services to increase competitiveness.