Factors that impact on brand loyalty in Top Three Banks (Siam Commercial Bank, Kasikorn Bank, Bangkok Bank) in Bangkok

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.