INFLUENCE OF CUSTOMER RELATIONSHIP MANAGEMENT ON CUSTOMER LOYALTY TOWARDS THE USE OF DEPOSIT SERVICE OF THE GOVERNMENT SAVINGS BANK: A CASE STUDY OF NA WANG BRANCH, NONG BUA LAMPHU PROVINCE

  • ศิริกัญญา พรพลทอง
  • พิศมร กิเลนทอง
Keywords: Customer relation management, Loyalty, Government Saving Bank branch of awang, Nongbualamphu province

Abstract

The study was aimed to study the influence customer relation management with loyalty of deposit service in the government savings bank at Nawang branch, Nong Bua Lamphu Province. Sample group was 384 samples. Data were analyzed using descriptive statistics as follows frequency, percentage, mean, standard deviation and Inferential statistics was multiple regression. The result shown that customer relation management has a positive influence in customer loyalty as follows keep relation with customers, communication with customers, useful service suggestions and following customers respectively but hearing feedback from customers has a negative influence in customer loyalty.

Published
2018-09-01
Section
Business Administration and Management Articles