The Effects of Marketing Mix and Service Quality on Customers’ Loyalty of Loan Services at Kasikorn Bank, Lampang Province

Abstract

The purpose of this study aimed to 1) study the effects of marketing mix on customers’ loyalty to loan services at Kasikorn Bank in Lampang Province 2) study the effects of service quality on customers’ loyalty to loan services at Kasikorn Bank in Lampang Province. The sample was selected from 407 customers who have used loan services at Kasikorn Bank in Lampang Province at least one time. Data were collected using a questionnaire and then were analyzed using analysis, including frequency, percentage, average, standard deviation, Multiple Regression.

The study results revealed that the Marketing mix factors, namely, place, people, process, and physical evidence dimension, positively impacted customers’ loyalty to loan services at Kasikorn Bank in Lampang Province (p<0.01). Service quality dimensions, namely, responsiveness, tangibility, and empathy, positively impacted customers’ loyalty to loan services at Kasikorn Bank in Lampang Province (p<0.01). It shows that the sample group focuses on brand image, convenience, speed of use and accessibility of bank services, responsiveness, and service provided by employees, including the facilities to access the service. Therefore, banks should pay attention to developing service channels, including personnel services, to increase competitiveness.