A Model for Customer Relationship Management of Commercial Banks in Roikaensarasin Provincial Cluster

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Chupong Pundang
Nitaya Waidee
Ratchada Srisurapol

Abstract

The purposes of this research were (1) to study the level of agreement of customers on the customer relationship management of commercial banks in Roikaensarasin provincial cluster (2) to analyze confirmatory factors of the customer relationship management of commercial banks in Roikaensarasin provincial cluster and (3) to propose a model for customer relationship management of commercial banks in Roikaensarasin provincial cluster. The samples consisted of 384 customers of commercial banks in Roikaensarasin provincial cluster recruited by using multi-stage sampling technique. The instrument used in this research was questionnaire, and data were analyzed by structural equation model to find relationship between model elements. The research results show that the model of customer relationship management of commercial banks in Roikaensarasin provincial cluster was congruent with empirical data and Chi-square = 40.467, df = 53, p = 0.897, CMIN / DF = 0.764, GFI = 0.984, AGFI = 0.973, CFI = 1.000, RMR = 0.017 and RMSEA = 0.000 The results also show that the quality of service and performance efficiency had positive influences on quality of customer relationship of commercial banks in Roikaensarasin provincial cluster.

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Pundang, C., Waidee, N., & Srisurapol, R. (2019). A Model for Customer Relationship Management of Commercial Banks in Roikaensarasin Provincial Cluster. University of the Thai Chamber of Commerce Journal Humanities and Social Sciences, 37(3), 15–26. Retrieved from https://so06.tci-thaijo.org/index.php/utccjournalhs/article/view/177022
Section
Research Articles

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