Phasit Nawamawat, Vichit U-on
ABSTRACT
Commercial banking business plays a crucial role in supporting the economy of countries around the world. However, commercial banks in Thailand have been affected by technological changes and digital innovations in the financial sector. If banks can develop and provide high-quality online services, they will be able to build customer loyalty and maintain their competitiveness in the market. The objectives of this research study were: 1) to study the causal factors affecting bank trust and customer loyalty for the commercial banking business, 2) to study the influence of causal factors of bank trust affecting customer loyalty for the commercial banking business, and 3) to develop a model the causal factors of bank trust affecting customer loyalty for the commercial banking business. A researcher collected data from interviews and online questionnaires with commercial bank customers, from March 2025 to May 2025 by collecting a sample of 420 people. The results of the analysis concluded that service quality affected customer experience, service quality affected perceived value, service quality affected bank trust through perceived value, customer experience affected perceived value, customer experience affected bank trust through perceived value, and bank trust affected customer loyalty. Commercial banks can utilize the data they collect to develop marketing strategies focused on building customer trust. By improving the speed and transparency of their services, banks can strengthen long-term relationships with customers and enhance customer loyalty.
