ระดับความเชื่อมั่นของลูกค้าที่มีต่อภาพลักษณ์ธนาคารไทยพาณิชย์ สำนักงานสาขาที่ 31

Abstract

The purposes of this research were: (1) to study the level of customer confidence toward image of Siam Commercial Bank Office Branch 31; (2) to compare the level of customer confidence toward Image of Siam Commercial Bank Office Branch 31, classified by personal factors; and (3) to study the relationship between marketing mix and image of Siam Commercial Bank Office Branch 31. The population in this research was 1,944,120 customer of Siam Commercial Bank Office Branch 31, selected the sample size of 384 customers by using proportional stratified random sampling. A constructed questionnaire was used as an instrument to collect data. The descriptive statistics employed for data analysis were frequency, percentage, mean, and standard deviation and the inferential statistics used were t-test, F-test, multiple comparisons with LSD-Fisher’s Least Significant Difference method and Pearson's product moment correlation coefficient. The research findings were: (1) the level of customer confidence toward the image of The Siam Commercial Bank Office Branch 31, both external and internal images, were overall at a high level. As for individual aspects, it was found that both external and internal images were also at a high level; (2) the level of customer confidence toward Image of Siam Commercial Bank Office Branch 31, classified by gender was not different, while classified by province, status, occupation and monthly income were different with a statistical significance at 0.05 level. Gender and external image were significantly different at 0.05 level, while education level and image were overall significantly different at 0.05 level; and (3) 7 P’s of marketing mix were correlated with image of Siam Commercial Bank Office Branch 31 both external and internal images as a whole, with a statistical significance at the level of 0.05