Factors Affected to Loyalty of Customers Who Used Automatic Teller Machine: The Comparative Case Study of Krung Thai Bank (Public Company Limited) and Kasikorn Thai Bank (Public Company Limited) in Prachuabkirikhan Provincial Area

Abstract

The purposes of this research were to study factors which affected on loyalty of customers who used automatic teller machine services of Krung Thai bank and Kasikorn Thai Bank in Prachuap Khiri Khan Provincial Area; to study the population characteristics of customers who used automatic teller machine services of Krung Thai Bank and Kasikorn Bank in Prachuap Khiri Khan Provincial Area, and to develop index to compare factors which affected to the loyalty of customers who used automatic teller machine services of Krung Thai bank and Kasikorn Thai Bank in Prachuap Khiri Khan Provincial Area. Conceptual framework was based on American Customer Satisfaction Index (ACSI). Simple random sampling technique was applied to select 409 customers who used automatic teller machine services of Krung Thai Bank and Kasikorn Thai Bank in Prachuap Khiri Khan Province to answer self-reported questionnaire. Data was analyzed by bivariate analysis consisted of t-test, F-test, and correlation analysis. Research findings revealed that Kasikorn Thai Bank customers’ satisfaction was statistically significant higher than that of Krung Thai Bank; expectation, perceived quality, and perceived value had statistically significant relationship with customer satisfaction and customer satisfaction and recommendation had statistically significant relationship with customer loyalty. These results implied that loyal customers would offer recommendations for better services.