TY - JOUR AU - ตติยทิติมา, ธนปภัส AU - ไชยสุนทร, วอนชนก PY - 2017/06/29 Y2 - 2024/03/29 TI - CUSTOMERS’ LOYALTY TOWARDS SMEs LOAN SERVICES OF A THAI COMMERCIAL BANK IN SAMUTPRAKAN JF - Journal of KMITL Business school JA - J Admin Manag VL - 7 IS - 1 SE - Research Article DO - UR - https://so02.tci-thaijo.org/index.php/fam/article/view/208043 SP - 1-15 AB - <p>The objectives of this research are 1) To study the level customers’ loyalty towards SMEs loan service of a Thai commercial bank in Samutprakarn. 2) To compare the customers’ loyalty towards SMEs loan service of a Thai commercial banking Samutprakarn by marketing mixed factors. The sample groups are 178 samples, the independent variable are the marketing mix factor such as product, price, place, promotion, people, physical evidence and presentation and process, the dependent variable is customers’ loyalty towards SMEs loan service, the research instrument was questionnaire had reliability 95%.The data were analyzed by using percentage, mean, standard deviation and one-way anova. The research results found that 1) The level customers’ loyalty towards SMEs loan service of a Thai commercial bank in Samutprakarn is high level. 2) The customers who give importance to the marketing mix of people different levels of loyalty to the level customers’ loyalty towards SMEs loan service of a Thai commercial bank in Samutprakarn difference is statistically significant at 0.01.</p> ER -