Since the economic turbulence in 1997, the issue on bank selection becomes important due to higher competition in the banking industry resulting from fewer survival of good corporate customers. Bankers in Thailand seem not to understand how to attract the corporate customers. This research hopes to enhance their understanding of what are the important factors ranking by corporate customers especially from manufacturing and service industries used in selecting bank loan. / An exploratory research by an in-depth interview method with open-ended questions was used. The total respondents are fifteen bankers and sixteen corporate customers with at least five years experience. They were picked equally from various types of banks, services and manufacturing industries. The interview process starts with the pre-test, first time interview to find out the important factors and sub-factors and second time to priority rank all these factors and sub-factors; a comparison of both is made and studied. / The model of bank selection is developed. Fourteen factors were found in this study which were classified by ranking into two groups: important factors (IF) and less important factors (LIF). The IF group with ranking from first to seventh place is attractive offering, good relationship, speed, service quality, lending policy, quality of relationship manager (RM) and branch facilities respectively. The LIF group with ranking from eighth to fourteenth place is bank image, personal relationship, banks' ownership, high technology, package, recommendations and bank merger respectively. The effect of different industries was less significant than the perception of bankers and corporate customers on factors used by corporate customers on selecting banks' loan. / The knowledge from this empirical study will help banks redesign effective and appropriate marketing strategy to attract target customers in manufacturing and service industries. The findings contribute knowledge to both researchers and practitioners of banking industry in Thailand. These, ultimately, hope to improve and turn to long-term relationship between bankers and clients. This will enhance the banks' long term competitiveness and sustainable growth. / Thesis (DBA(DoctorateofBusinessAdministration) )--University of South Australia, 2006.
| Identifer | oai:union.ndltd.org:ADTP/267242 |
| Creators | Anantakool, Chatsaral. |
| Source Sets | Australiasian Digital Theses Program |
| Language | English |
| Detected Language | English |
| Rights | copyright under review |
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