ปัจจัยความรักและความภักดีที่มีอิทธิพลต่อการสื่อสารแบบปากต่อปากในตราธนาคารกรุงไทยเขตภาพใต้ตอนล่าง

Abstract

The purposes of this research are firstly study the influence of the brand love which affects the brand loyalty of Lower Southern region Krung Thai bank's customers toward Krung Thai brand. Secondly, it is to explore influence of the brand loyalty which affects customers' word of mouth toward the brand. Moreover, it is to understand the influence of the brand love which affects customers' word of mouth toward the brand. Samples were 385 current customers of Krung Thai bank in the Lower Southern region. The researcher used Frequency, Percentage, Mean, Standard Deviation, and Regression Analysis to analyze the data. Research found that majority of the customers are female age between 20 to 30 years old who are single or living together, graduated a bachelor degree, and working as a government officer or a state enterprise officer. Most of them earn averagely 20,001 to 30,000 baht and 30,001 to 40,000 baht per month. They usually visit Krung Thai bank in Pattani province and visit for money deposition service and ATM card service, respectively. Also, customers are highly love and loyal to the brand of Krung Thai bank in the Lower Southern region and highly affected by word of mouth about the brand of Krung Thai bank in the Lower Southern region. In addition, research found that the love toward the brand is able to predict 51.8% (R2= .518) and Regression coefficient0.720 (B.720) of the customers' loyalty toward the Krung Thai brand in the Lower Southern region. On the other hand, the love toward the brand is able to predict 30.8 % (R= .308) and Regression coefficient0.555 (B= .555) of the customers' word of mouth about the brand of Krung Thai bank in the Lower Southern region Furthermore, the brand loyalty is able to predict 51.5% (R2= .515) and Regression coefficient0.718 (B= .718) of the customers' word of mouth about the brand of Krung Thai bank in the Lower Southern region as statistical significance at .01