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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/2934

Title: Factors that impact on brand loyalty in Top Three Banks (Siam Commercial Bank, Kasikorn Bank, Bangkok Bank) in Bangkok
Authors: Queni Huang
Keywords: banks
brand loyalty
top three brand
Issue Date: 28-Jan-2018
Publisher: Bangkok University
Abstract: In this research, the researchers focus that the relationship between Service quality, Empathy, E-bank, Personnel, Commitment, Societal value, Switching cost, Payroll service, Credit card benefits, Bank Financial Products, Brand image, Convenience, Technological advancements and brand loyalty in Top 3 Banks (Siam Commercial Bank, Kasikorn Bank, Bangkok Bank) in Bangkok. The researchers targeted the customers having experience with the banking industry of Thailand. According to this study, researcher have decided to use primary data collected through self-administered questionnaires which distribute to customers of Thai Bank in Bangkok. The results of this study shows that advantageous banks on banking industry are the most significant drivers of brand loyalty followed by Commitment, Switching cost, Payroll service variables.
Description: Independent Study (M.B.A.)--Graduate School, Bangkok University, 2017
Advisor(s): Sumas Wongsunopparat
URI: http://dspace.bu.ac.th/jspui/handle/123456789/2934
Appears in Collections:Independent Studies - Master

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