STUDY THE FACTORS AFFECTING COMMITMENT OF BANK CUSTOMER ENGAGEMENT IN BANGKOK

Abstract

The objective of this research is 1) To study the factor of demographic that different to have the commitment of bank customer engagement in Bangkok so different. 2) To study the factor of behavioral that different, the commitment of bank customer engagement in Bangkok is different. 3) To study the factor of attitude affecting the commitment of bank customer engagement in Bangkok. This research is quantitative research. By used questionaried a number of 400 people. The data analysis by used Mean, Percentage, Standard Deviation: S.D. and T-test, One-way Anova and Simple Regression. By the cluster random sampling consist of Phaya Thai Area, Bangna Area, Chatuchak Area, Bangkapi Area, Taling Chan Area and Bang Khae Area.

The research found that 1) The most of sample group is female the number of 272 people (68 percent), the age range between 21-30 years the number of 172 people (43 percent), career company employee the number of 124 people (31 percent), revenues range 15,001-25,000 baht the number of 156 people (39 percent), level of Education Bachelor's degree option for most the number of 244  people (61 percent).

The result of Tests the hypothesis found that 1) The factors of demographic, Age, Occupation, Revenue and Level of Education that different to have the commitment of bank customer engagement in Bangkok so different significant at the statistical level of 0.05 2) The factors of behavioral, Brand loyalty, Occasions, Ultralization Rate and Exploitation that different to have the commitment of bank customer engagement in Bangkok so different significant at the statistical level of 0.05 3) The factor of attitude affecting the commitment of bank customer engagement in Bangkok significantly at the statistical level of 0.05