Influential Factors Toward Trust and Loyalty in The Selected Accounting Firms for Small and Medium Enterprise in Bangkok Metropolitan and Perimeter

Main Article Content

Supaporn Phengpis

Abstract

The purposes of this research were to study (1) influential factors toward trust in the selected accounting firms for small and medium enterprises in Bangkok Metropolitan and perimeter (2) influential factors toward loyalty in the selected accounting firms for small and medium enterprises in Bangkok Metropolitan and perimeter (3) the trust that influences toward loyalty in the selected accounting firms for small and medium enterprises in Bangkok Metropolitan and perimeter.


The research instrument was a questionnaires. The samples, randomized by simple random sampling, were 411 small and medium enterprises in Bangkok Metropolitan and perimeter. The statistical used to analyze the data were Percentage, Mean, Standard Deviation, Elements confirmation analysis.


The research findings were as follows (1) the factors on services quality, job performances, knowledge, fees influence in positive direction toward trust in the selected accounting firms (2) the factors on services quality, job performances, knowledge, fees influence in positive direction toward loyalty in the selected accounting firms (3) trust influences in positive direction towards loyalty in the selected accounting firms. In addition, the finding found that the services in the selected accounting firms effect in less potential to the loyalty. The comparison upon the services in the selected accounting firms with high-trust will effect to the loyalty in high level as well.

Article Details

How to Cite
Phengpis, S. (2019). Influential Factors Toward Trust and Loyalty in The Selected Accounting Firms for Small and Medium Enterprise in Bangkok Metropolitan and Perimeter. Ph.D. In Social Sciences Journal, 9(2), 486–501. Retrieved from https://so05.tci-thaijo.org/index.php/phdssj/article/view/112438
Section
Research Article

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