ความสัมพันธ์ระหว่างคุณภาพการบริการและภาพลักษณ์ธนาคารของลูกค้าบุคคลธรรมดา ประเภทบัญชีออมทรัพย์ ของธนาคารไอซีบีซี (ไทย) จำกัด (มหาชน)

Abstract

The purpose of this research was to study the opinion level of Service Quality and Banking Image , including the relationship between Service Quality and Banking Image of individual saving account customer of ICBC (THAI) Public Company Limited, hatyai branch, songkhla Province. The research was quantitative research. The data are collected from 320 respondents. Using SPSS program with Descriptive Statistics to analyze percentage, standard deviation and Inferential Statistics to analyze multiple regression. The research results show that the respondents were mostly single female, age under 25, bachelor degree, employed with an income of 15,000 and mostly use ATM among other bank’s products . Findings reveal that opinion of Service Quality is at high level, with Empathy has highest score. And the opinion of Banking Image is at high level, with Position in the market share has highest score The research results were found Service Quality (Interaction Quality, Empathy and Reliability) have relationship to Banking Image