The objectives of this research were (1) to study the influence of marketing mix which consisted of the dimensions of product or service price place and promotion on trust (2) the study the influence of marketing mix and trust on satisfaction (3) to study the influence of trust and satisfaction on loyalty of Siam Commercial Bank Public company Limited (4) to validate a causal relationship model of influence of marketing mix on trust satisfaction and customer loyalty of Siam Commercial Bank Public company Limited with empirical data. The variables in this investigation consisted of the following; marketing mix consist of the dimensions of product or service price place and promotion as the independent variables; trust and satisfaction as mediating variables; and customer loyalty as dependent variable. The researcher used quantitative methods which involved empirical research. The instrument of research was a questionnaire used to collect data form 421 customers of Siam Commercial Bank Public Company Limited Ratchadapisek (Thapra) Area office total 30 branches. The statistics in data analysis were frequency percentage mean standard deviation and structural equation model analysis. It was found the model was consistent with the empirical data. Goodness of fit measures were found to be Chi-square (x2) = 464.207; degree of freedom = 463; p-value = 0.479; Relative Chi-square (x2/ df) =1002; comparative fit index (CFI) = 1000 Standardized Root Mean Square Residual (SRMR) = 0.028; goodness of fit index (GFI) =0.942; adjusted goodness of fit index (AGFI) = 0.917; and Root Mean Square error of Approximation (RMSEA) = 0.002. It was also found that (1) marketing mix in the dimension of Product or service had a positive and direct influence on trust; (2) marketing mix in the dimension of price Had a positive and direct influence on trust; (3) marketing mix in the dimension of place had a positive and direct influence on trust; (4) marketing mix in the dimension of promotion had a positive and direct influence on trust; (5) marketing mix in the dimension of product or service had a positive and direct influence on satisfaction; (6) marketing mix in the dimension of price had a positive and direct influence on satisfaction; (7) marketing mix in the dimension of place had positive and direct influence on satisfaction; (8) marketing mix in the dimension of promotion had a positive and direct influence on satisfaction; (9) trust had positive and direct influence on satisfaction; (10) trust had a positive and direct influence on customer loyalty; and (11) satisfaction had a positive and direct influence customer loyalty. On the basis of these findings the researcher recommends that Branch of Siam Commercial Bank Public Company Limited more fully focus on marketing mix in the dimensions of product or service price place and promotion to deepen trust satisfaction and customer loyalty.

The objective of this research were (1) To study the Influence of supervisor’s transformation leadership on job satisfaction; (2) To study the Influence of supervisor’s transformation leadership and job satisfaction on organizational commitment; (3) To study The Influence of transformation leadership job satisfaction and organizational commitment on employee’s job performance (4) To validate a causal relationship model of influence of supervisor’s transformation leadership on job satisfaction organizational commitment and employee’s job performance of Tisco Bank Public Company Limited. The variables in this investigation consisted of the following; supervisor’s transformation leadership as the independent variable; and job satisfaction on organizational commitment as mediating variables and employee’s job performance as dependent variable. The researcher used quantitative methods which involved empirical research. The instrument of research was a questionnaire used to collect data form 345 personnel of Tisco Bank Public Company Limited. The statistics used in data analysis were frequency mean percentage and structural equation model analysis. It was found that the model was consistent with the empirical data. Goodnessof fit measures were found to be Chi-square (2) = 198.935; Degree of freedom = 169; p–value = 0.057; Relative Chi-square (2/ df) = 1.177; Goodness of Fit Index (GFI) = 0.950; Adjusted Goodness of Fit Index ( AGFI) = 0.925; Comparative Fit Index (CFI) = 0.997; Standardized Root Mean Square Residual (SRMR) = 0.039; and root Mean Square Error of Approximation (RMSEA) = 0.023. It was also found that (1) supervisor’s transformation leadership had a positive direct effect on job satisfaction; (2) supervisor’s transformation leadership had a positive direct effect on organizational commitment; (3) job satisfaction had a positive direct effect on organizational commitment; (4) organizational commitment had a positive direct effect on employee’s job performance; and (5) supervisor’s transformation leadership had a positive direct effect on employee’s job performance. On the basis these findings the researcher recommends that Tisco Bank Public Company Limited more fully focus on transformation leadership to deepen job satisfaction and organizational commitment and employee’s job performance.

The objectives of this research were (1) To study the influence of supervisor’s transformational leadership and organizational justice on job satisfaction of employees of BAAC head office; (2) To study the influence of supervisor’s transformational leadership organizational justice and job satisfaction on organizational commitment of employees of BAAC head office. (3) To validate the causal relationship model of supervisor’s transformational leadership and organizational justice on job satisfaction and the organizational commitment of employees of BAAC head office with empirical data. The variables in this investigation consisted of the following: supervisor’s transformational leadership and organizational justice consist as the independent variables; job satisfaction as mediating variable; and organizational commitment as dependent variable. The researcher used quantitative methods which involved empirical research. The instrument of research was a questionnaire used to collect data from 399 employees from BAAC head office. The statistics used in data analysis were frequency mean percentage and structural equation model analysis. It was found that the model was consistent with the empirical data. Goodness of fit measures were found to be Chi-square (2) = 122.230; Degree of freedom = 150; p-value = 0.952; Relative Chi-square (2/df) = 0.815; Goodness of Fit Index (GFI) = 0.980; Adjusted Goodness of Fit Index (AGFI) = 0.938; Comparative Fit Index (CFI) = 1.000; Standardized Root Mean Square Residual (SRMR) = 0.020 and Root Mean Square Error of Approximation (RMSEA) = 0.000. It was also found that: 1. Supervisor’s transformational leadership had positive and direct influence on employee’s job satisfaction. 2. Supervisor’s transformational leadership had positive and direct influence on organizational commitment. 3. Organizational justice in the dimension of distributive justice had positive and direct influence on job satisfaction. 4. Organizational justice in the dimension procedural justice had positive and direct influence on job satisfaction. 5. Organizational justice in the dimension of distributive justice had positive and direct influence on organizational commitment. 6. Job satisfaction had positive and direct influence on organizational commitment. Based on these findings the researcher recommends that BAAC head office more fully focus on supervisor’s transformational leadership organizational justice in the dimensions of distributive justice and procedural justice to deepen the job satisfaction and organizational commitment.

การวิจัยมีวัตถุประสงค์สำคัญ คือ ศึกษาปัจจัยภายในของ ธ.ก.ส. ที่มีผลต่อการตัดสินใจใช้บริการสินเชื่อ ของกลุ่มวิสาหกิจชุมชนเขตกรุงเทพฯ และสร้างสมการพยากรณ์โดยวิธีวิจัยเชิงคุณภาพและปริมาณ กลุ่มตัวอย่าง คือตัวแทนของกลุ่มวิสาหกิจฯ 177 คน เครื่องมือวิจัย คือ แบบสอบถามแบบมีโครงสร้าง 3 ชุด มีค่าสัมประสิทธิ์ ความเชื่อมั่น .87 .94 และ .86 สัมภาษณ์เชิงลึกต่อแกนนำกลุ่ม 9 คน วิเคราะห์ข้อมูลโดยวิเคราะห์เนื้อหา วิเคราะห์สรุปแบบอุปนัย และ Stepwise Multiple Regression Analysis ผลการวิจัย คือ 1) แกนนำกลุ่ม เห็นว่า ชื่อเสียง ระบบและนโยบายการจัดการด้านสินเชื่อที่สนับสนุนวิสาหกิจชุมชน พนักงานที่ให้บริการดี เป็น ปัจจัยที่มีผลต่อการเลือกใช้บริการสินเชื่อ 2) ปัจจัยทำนายการตัดสินใจใช้บริการสินเชื่อ (y) คือ นโยบายจัดการ สินเชื่อ (x4) สถานที่ตั้ง/เครื่องมือ (x1) ฐานะชื่อเสียง (x3) ร่วมกันพยากรณ์อย่างมีนัยสำคัญสถิติ .05 ร้อยละ 10.2 สมการพยากรณ์ y = 1.810 + .317 x4 - .291 x1 + .308 x3 ข้อเสนอแนะ คือ ควรต้องให้ความใส่ใจ นโยบายจัดการสินเชื่อและฐานะชื่อเสียง

The purposes of this research were to investigate and present the component of digital platform to support financial transactions for the elderly. The data were collected using questionnaires which aimed to collect the data from 385 elderly. The collected data were analyzed by Exploratory factor analysis Elements are extracted using parent element method and orthogonally rotated element axis with Varimax method. The findings of the data analysis indicate that digital platform to support financial transactions for the elderly. The eigen values were in the range of 1.48 to 16.75. The sum of squared loading cumulative ware 64.30. There were four factors: 1) Digital Platform Features 2) Security for digital platforms 3) Conducive to physical performance of the elderly and 4) Types of digital platform service usage.