Causal Relation Model of Factor Affect to Entrepreneur Loyalty in Choosing the Service of Accounting Office in Bangkok and Vicinity

Abstract

This article has propose to study 1) Level of service quality, Corporate image, Satisfaction and Entrepreneur Loyalty in choosing service of Accounting Office in Bangkok and Vicinity. 2) Causal Relation Model of Factor Affect to Entrepreneur Loyalty in choosing the service of Accounting Office in Bangkok and Vicinity. 3) Guidelines to support Entrepreneur Loyalty in choosing service of Accounting Office in Bangkok and Vicinity. The sample in the research are the Entrepreneur that register as Juristic person total of 310 by choosing stratified sampling and the tools for researching is questionnaire that the researcher has created which pass the process of content validity and reliability  testing in the acceptable level. The statistic used in data analysis including percentage, average, frequency, standard deviation and validity analysis. The part of quality research collected the data by using in-depth interview Certified Public Account Auditor, Certified Public Accountant, Accounting Office and Entrepreneur representative total of 5 persons by choosing the specific use of content analysis. The result found that 1) Level of service quality, Corporate image, Satisfaction and Entrepreneur Loyalty in choosing service of Accounting Office in Bangkok and Vicinity overalls are in More level. 2) Causal Relation Model of Factor Affect to Entrepreneur Loyalty in choosing the service of Accounting Office in Bangkok and Vicinity found that service quality factor effected directly to satisfy factor and influence indirectly to loyalty factor and the corporate image factor also has direct influence to satisfy factor and indirect influence to loyalty factor. The service quality factor has direct influence to corporate image factor. 3) Guidelines to support Entrepreneur Loyalty in choosing service of Accounting Office in Bangkok and Vicinity.