Causal Models of Loyalty of Government Banks’ Customers

Main Article Content

Sarin Khuntiwattanakul
Amara Rattakorn
Nak Gulid

Abstract

The objective of this study was to test the causal model of loyalty of government banks’ customers with empirical data. The research design was a quantitative one. The instrument used was online questionnaire. Sample of this research were the 640 government banks’ customers using multistage sampling method. Statistics used in data analysis were descriptive statistic and Structural Equation Modeling (SEM).


The result of the research found that the causal model of loyalty of government banks’ customers comprised 3 independent variables; corporate social responsibility of government banks, service quality, and bank image, 1 mediator variable; trust, and 1 dependent variable; customers’ loyalty. It was also found that the independent variables positively influenced mediator variable and dependent variable as well. Therefore, customers’ loyalty should be focused as a holistic. The government banks should have a quality management system and improve work system by using information and digital technologies, for reliable, quick and efficient services. Moreover, the stakeholders should have the opportunity to participate in bank activities.

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How to Cite
Khuntiwattanakul, S., Rattakorn, A., & Gulid, N. (2020). Causal Models of Loyalty of Government Banks’ Customers. Ph.D. ocial ciences ournal, 10(1), 225-242. etrieved from https://so05.tci-thaijo.org/index.php/phdssj/article/view/135196
Section
Research Article

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