RELATIONSHIP BETWEEN CUSTOMER EXPERIENCE OF SMALL BUSINESS AND BRAND LOYALTY OF COMMERCIAL BANKS IN THAILAND

Authors

  • Kittichai Srichaiyaphum Business Administration Program. Faculty of Business Administration, Dhurakij Pundit University

Keywords:

Customer Experience, Small Business, Brand Loyalty, Commercial Banks

Abstract

This study had 3 objectives which aim to (1) to study the relationship between the firm characteristics of small business and factors of customer experience, (2) study the relationship between the sizes of main commercial banks which small business used and factors of customer experience, and (3) study the relationship between factors of customer experience of small business and brand loyalty of commercial banks in Thailand. The population was small business which register in Thailand. The sample size was 400 of small business. Data were collected from all regions in Thailand. The questionnaire was used as a research instrument, which answered by the owners of small business. The data were analyzed by Path Analysis. The result of this study shows that (1) firm characteristics which composed of age of owner, period of proceeding business time, type of industry had relationship in opposite direction with factors of customer experience of small business. (2) The sizes of bank had indirect relationship with factors of customer experience of small business. (3) Factors of customer experience of small business had relationship with brand loyalty of commercial banks in Thailand.

References

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Published

2020-07-16

How to Cite

Srichaiyaphum, K. (2020). RELATIONSHIP BETWEEN CUSTOMER EXPERIENCE OF SMALL BUSINESS AND BRAND LOYALTY OF COMMERCIAL BANKS IN THAILAND. SUTHIPARITHAT JOURNAL, 28(85), 95–116. retrieved from https://so05.tci-thaijo.org/index.php/DPUSuthiparithatJournal/article/view/244957

Issue

Vol. 28 No. 85 (2014): January-March

Section

Research Articles

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