Brand Awareness and Service Satisfaction Affecting the Loyalty of Thai Commercial Bank Users in Bangkok
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Abstract
This research aimed to examine the relationship between brand perception and service satisfaction influencing customer loyalty toward Thai commercial banks in Bangkok. Furthermore, the study analyzed the mediating effect of service satisfaction in the relationship between brand perception and customer loyalty. Employing a quantitative approach, the study collected data using a structured questionnaire from 200 customers of Thai commercial banks in Bangkok, selected through a combination of multistage and convenience sampling techniques. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with statistical software.
The findings revealed that brand perception had a positive and significant effect on service satisfaction, and service satisfaction, in turn, had a positive and significant influence on customer loyalty. Crucially, service satisfaction was found to significantly mediate the relationship between brand perception and customer loyalty (p<0.05). These results underscore the critical role of fostering service satisfaction as a mechanism to enhance customer loyalty within the banking sector. The study recommends that commercial banks prioritize brand development strategies and implement comprehensive service quality improvements to maintain their existing customer base and foster sustainable long-term loyalty.
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References
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