Canonical Correlation Analysis Between Service Marketing Mix and Attitudes Affecting the Selection of Private Commercial Banking Services in Bangkok

Abstract

         Economic conditions, industry competitors and the change in consumer behavior today has dramatically changed especially after the epidemic of the COVID-19 infectious disease that largely affects the decision of consumers in choosing various private commercial banking services. The purposes of this research were: 1. To study the relationship between the service marketing mix and attitudes affecting the selection of private commercial banking services in Bangkok and 2. To study the canonical correlation between the service marketing mix variable set and the attitude variable set affecting the selection of private commercial banking services in Bangkok. This research is a quantitative research. The samples used in the research were 400 private commercial bank users selected by convenience sampling method in the Bangkok Yai area obtained by simple random sampling. The researchers used a quality-checked questionnaire as an important tool for data collection. The statistics used in the data analysis were frequency, percentage, mean, standard deviation. and canonical correlation analysis.
         The results showed that the service marketing mix variable set had a high correlation with the set of attitude variables affecting the selection of private commercial bank services with a canonical correlation coefficient of 0.896. The canonical weights of the service marketing mix variable set were between 0.855 - 0.970. In addition, the canonical weights of the set of attitude variables affecting service selection were between 0.877 - 0.983. Principally, the respondents evidentially gave preference to products and attitudes that most influenced service selection.