Using ACSI to determine Customers Satisfaction of Siam Commercial Bank in Bangkok Metropolis

Abstract

The purposes of this research were to study direct, indirect, and overall influence of image, expectation, perceived quality, and perceived value on customer satisfaction; and to examine direct, indirect and overall influence of customer satisfaction on loyalty. The conceptual framework of this study was applied based on American Customer Satisfaction Index Model (ACSI). Multi- stage sampling method was applied to select 532 customers of Siam Commercial Bank. Data was analyzed by descriptive statistics and Structural Equation Modeling (SEM). Research findings revealed that perceived value and perceived quality had statistically significant influence on customer satisfaction; and customer satisfaction and image had statistically significant impact on loyalty. The results implied that Siam Commercial Bank should emphasize on and pay more attention to service quality, perceived value, and corporate image, which were major factors that have impact on customer satisfaction and loyalty.