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STUDY OF CUSTOMER SATISFACTION AND LOYALTY OF CHINESE COMMERCIAL BANK: CASE STUDY OF ICBC LULIANG BRANCH |
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| รหัสดีโอไอ | |
| Creator | Jiewei Zhang |
| Title | STUDY OF CUSTOMER SATISFACTION AND LOYALTY OF CHINESE COMMERCIAL BANK: CASE STUDY OF ICBC LULIANG BRANCH |
| Contributor | Napawan Kananurak |
| Publisher | University of the Thai Chamber of Commerce |
| Publication Year | 2563 |
| Journal Title | UTCC International Journal of Business and Economics |
| Journal Vol. | 12 |
| Journal No. | 3 |
| Page no. | 39-72 |
| Keyword | Customer satisfaction, Customer loyalty, Commercial bank, Service mix |
| URL Website | http://ijbejournal.com/ |
| Website title | ijbejournal |
| ISSN | 1906-5582 (paper) |
| Abstract | This research aims to investigate customer satisfaction and loyalty at Industrial and Commercial Bank of China Ltd.'s (ICBC's) Luliang Branch. The objectives are: 1) to investigate the relationship between service mix and customer satisfaction, and 2) to investigate the relationship between customer satisfaction and customer loyalty. This research surveyed customers of ICBC, with useable data received from 436 questionnaires. The data were analyzed by frequency, percentage and linear regression. The results of the preliminary study indicate that service mix influenced customer satisfaction and customer loyalty. Moreover, ICBC should pay more attention to service mix issues that influence customer satisfaction and loyalty. The results are indicated by an R-square value of 80.9%; on the other hand, the value for customer satisfaction and customer loyalty is 65.3% for the bank's service marketing strategy. ICBC should place greater concern on its employees and processes, such as its service efficiency. The study's results show that these two factors have greater influence than the other five. |
