CAUSAL RELATIONSHIP FACTORS INFLUENCING LOYALTY OF CUSTOMERS BANK OF AYUDHYA BANGBUATHONG BRANCH, NONTHABURI

Abstract

This study aimed to examine were to test the goodness of fit of the causal model and to study causal factors influencing the customer loyalty at Krungsri Ayutthaya Bank, Bang Bua Thong Branch, Nonthaburi Province. The population of this research was 63,953 customers of Krungsri Ayutthaya Bank, Bang Bua Thong Branch, Nonthaburi Province. They have lived in Nonthaburi Province. The sample was selected based on a purposive sampling. A questionnaire was used as a tool to collect data from a sample of 400 individuals. Data were analyzed using descriptive statistics including frequency, percentage, mean and standard deviation, and structural equation modeling The finding found that, caused factor which has been influenced the loyalty of the Krungsri’s customers also correlatives with the empirical data, which Chi-square = 261.080 and p-value = 0.065. From considering other factors, it found that Chi-square/df = 1.145 which lower than 2 values: GFI = 0.957 and AGFI = 0.918. CFI = 0.997 and RMSEA = 0.019. And the factor of service quality which has been positively influenced the satisfaction and loyalty of the Krungsri’s customers. The service quality factor is reflected the satisfaction of the customer’s Krungsri Ayudhya Bank.