Causal Models of Loyalty of Government Banks’ Customers
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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.
Article Details
Academic articles, research articles, and book reviews in the Ph.D. in Social Sciences Journal are author’s opinions, and not the publisher’s, and is not the responsibility of the Ph.D. in Social Sciences Journal Philosophy Association, Ramkhamhaeng University. (In the case that research is done on human, the researcher has to be trained in Ethics for Doing Research on Human Training and has to produce the evidence of the training).
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