Paper Title
Service Quality Affecting Customer Loyalty: A Case Study of the Credit Department in a commercial bank in Ubon Ratchathani Province

Abstract
This research investigates two critical objectives (1) evaluate the levels of service quality and customer loyalty in the Credit Department of a commercialbank in Ubon Ratchathani Province, and (2) analyze the impact of service quality dimensions on customer loyalty. The sample comprised 310 SME loan customers selected through simple random sampling. Data were collected using a structured questionnaire and analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as multiple regression analysis to examine the relationships between variables. The results indicate that the overall service quality of the Credit Department was perceived as outstanding, while customer loyalty was rated high. Regression analysis revealed that four dimensions of service quality—empathy, tangibles, reliability, and assurance—had a statistically significant influence on customer loyalty at the 0.01 and 0.05 levels. Among these dimensions, empathy emerged as the most impactful predictor (β = 0.39), followed by tangibles (β = 0.33), reliability (β = 0.16), and assurance (β = -0.14). Together, these dimensions explained 50% of the variance in customer loyalty, emphasizing the critical role of service quality in building and sustaining customer loyalty in the banking sector. Keywords - Service Quality, Customer Loyalty, Banking Sector, Ubon Ratchathani