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53602332: MAJOR: ENTREPRENEURSHIP

KEY WORDS: KEY SUCCESS FACTORS/BANGKOK BANK COMPANY LIMITED

PRAJAK ANGKATRIRAT: KEY SUCCESS FACTORS OF BANGKOK BANK PUBLIC COMPANY LIMITED. THESIS ADVISOR: KRISADA PACHRAVANICH, Ph.D. 154 pp.

This research had the purpose for studying key success factors, the relationship of the service marketing mixture, the customer relation management, the risk of management, and the technology and information, with the efficiency of the bank performance. The sampling group was staffs' Bangkokbank around 400 people by using the questionnaire as a tool for collecting the information and for analyzing the information by the Pearson product - moment correlation.

The result found that the efficiency of the performance consisting of the gross profit margin, the net profit margin, the return on shareholders' equity, the net interest income on assets, the ratio of debt to equity shareholders, the ratio of loans to deposits, the ratio of debt to total loans, the ratio to total loans receivable had no the relationship with the demographic factor and with service marketing mix factor; but it had the relationship with the service process with the the gross profit margin. Staffs had the relationship with the rate of the return on assets. The distribution had the relationship with the ratio of debt to equity shareholders. The efficiency of performance had no relationship with the customer relationship management in general. Meanwhile, the spread relation had the relationship with the return on assets. The efficiency of performance had no relationship with the credit risk management in general. The efficiency of performance had no relationship with the the technology and the information in general, but it had the relationship with the factor of the technology and the information and of the internet bank service with performance of the rate of net interest income on assets

Program of Entrepreneurship Gradual!! School, Silpakorn University S tudent s Signature ... . . .

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Academic Year 2011 Thesis Advisor's signature .

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