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THE COMPARISON OF CREDIT ACCESSIBILITY CHANNEL ON SATISFACTION AND LOYALTY: CASE STUDY OF CREDIT CONSUMER “GENERATION X AND Y” IN THAILAND

ASEAN Marketing Journal

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Title THE COMPARISON OF CREDIT ACCESSIBILITY CHANNEL ON SATISFACTION AND LOYALTY: CASE STUDY OF CREDIT CONSUMER “GENERATION X AND Y” IN THAILAND
 
Creator Palida Srisornkompon; Faculty of Business Administration, Panyapiwat Institution of Management
 
Subject Credit, generation X, generation Y, loyalty, offline channel, online channel, Satisfaction
 
Description Manuscript type: Research articleResearch aims: The study aimed to compare the effects of credit accessibility channels on satisfaction and loyalty between credit users in generations X and Y. Design/methodology/approach: The sample groups were as follows: 1)138 credit users in generation X (n = 138) and, 2) 262 credit users in generation Y (n =262).  The data were analyzed using the AMOS program via the structure equation modeling (SEM) technique. Research findings: The online channel showed the positive influence of satisfaction in both the generation X and Y groups.  The results also indicated that generation Y credit users exhibited higher satisfaction after using online channels than generation X credit users did.Theoretical contribution/originality:  The study classified target groups into generation X and Y to identify satisfaction and loyalty in the banking industry.  The findings can be used for determining and managing the channel strategy to align with their target group’s generation. Practitioner/policy implications: The usage of an online channel could not generate loyalty.  Therefore, the bank should focus on establishing the reliability and credibility of the online channel, which will ultimately result in satisfaction and loyalty to the bank.Research limitation/implications: The researcher focused on credit channels affecting consumers’ satisfaction and loyalty.  Future research should concentrate on other marketing factors, such as credit conditions and service availability.
 
Publisher Management Research Center, Department of Management, Faculty of Economics and Business, U
 
Contributor —
 
Date 2019-12-20
 
Type Peer-reviewed Article
 
Format application/pdf
 
Identifier http://journal.ui.ac.id/index.php/amj/article/view/11481
 
Source ASEAN Marketing Journal; Vol 11, No 1 (2019): June 2019 (In-Press)
 
Language en