Customer Loyalty, Trust, Customer Satisfaction, Commitment, Image, Service Quality

 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