FACTORS AFFECTING CUSTOMER LOYALTY: A CASE STUDY OF BANK FOR AGRICULTURE AND AGRICULTURAL COOPERATIVE, NAKAE BRANCH, NAKON PHANOM PROVINCE, THAILAND

Saowaluk  Kaewnamchai; Kullanun  Sripongpun; Laddaporn  Kunkaew

Saowaluk Kaewnamchai Graduate Student of Kasetsart University, Thailand
Kullanun Sripongpun **Department of Business Management, Faculty of Liberal Arts and Management Science, Kasetsart University, Thailand
Laddaporn Kunkaew Department of Business Management, Faculty of Liberal Arts and Management Science, Kasetsart University, Thailand

Abstract

The purpose of this research was to investigate 1) The influence of service quality and Corporate Social Responsibility (CSR) on customer decision making and customer loyalty and 2) the Impact of customer decision making on customer loyalty. Questionnaire was used to collect data from 400 respondents, who were a customer of Bank for Agriculture and Agricultural cooperative, Na kae Branch, Nakhon Phanom Provinces, Thailand. Correlation Analysis and Multiple Regression Analysis were employed to analyze data.
The results illustrated that four dimensions of service quality (empathy, responsiveness, assurance and reliability) significantly influenced customer decision making. However, one dimensions of service quality (tangibility) did not influenced. At the same time, there were only two dimensions of service quality (empathy and assurance) significantly impacted customer loyalty, while three dimensions of service quality like responsiveness, tangibility and reliability did not. Moreover, the results showed that CSR significantly affected both of customer decision making and customer loyalty. Furthermore, customer decision making ales impacted customer loyalty.
The research contributions and guidelines for future research provided.