FRAME WORK
CODE: JI3-LOYALTY-0006A
ABSTRACT
The purpose of this study is to examine
the relationships of several antecedents of customer loyalty in the banking
sector in South Thailand. Customer loyalty is crucial in bringing long term
profitability and managing services in tandem with the development of the
global sector. From the literature, six antecedents of customer loyalty were
identified. Each variable is measured using 7-point Likert-scale: perceived
service quality (13 items), perceived value (11 items), trust (5 items), image
(15 items), customer satisfaction (7 items) and commitment (6 items). Using
survey method, 150 questionnaires were distributed to customers of four bank
branches in the South of Thailand. The responses collected were 140 completed
questionnaires representing 93 percent response rate. The data were analyzed
using Structural equation modeling (SEM) method using AMOS 6. Confirmatory
factor analysis of measurement models indicate adequate goodness of fit after a
few items were eliminated through modification indices verifications. Goodness
of fit for the structural models of hypothesized model shows promising
findings.
Four hypotheses were asserted: H1, H5,
H8 and H9. H1: Perceived service quality is related positively with customer
satisfaction, H5: Image is related positively to customer loyalty, H8: Image is
related positively to commitment, H9: Trust is related positively to
commitment.
Keywords:
Customer
Loyalty, Trust, Customer Satisfaction, Commitment, Image, Service Quality
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