ความพึงพอใจของลูกค้าเงินฝากต่อส่วนประสมการตลาดบริการของธนาคารกรุงไทย จำกัด (มหาชน) สาขาเชียงคำ จังหวัดพะเยา

Abstract

This independent study aimed at examining levels of importance and satisfaction of deposit-account customers towards services marketing mix of Krungthai Bank Public Company Limited, Chiang Kham branch, Phayao province. Questionnaires were used as the tool to collect data from 300 deposit-account customers of Krungthai Bank Public Company Limited, Chiang Kham branch, Phayao province. Data acquired were analyzed by the use of descriptive statistics, consisting of frequency, percentage, mean and Importance-Performance analysis. The majority was married female in the age of 31-40 years old, holding Bachelor’s degree, working as government officer/government employee and earning monthly income at the amount of 10,000-20,000 baht in average. They had been the customer of Krungthai Bank Public Company Limited, Chiang Kham branch, Phayao province for more than 10 years and the main account that they had owned was the saving account. The frequency in taking the deposit services such as financial transaction, deposit-withdrawal, banking transfer, passbook update and etc. was 2-5 times per month, mostly during 2.31-4.30 pm. of uncertain day. Reason of using deposit services at the Krungthai Bank Public Company Limited, Chiang Kham branch, Phayao province was referred to the sufficient numbers of ATM, ADM and Passbook Update machines which facilitated the customers to get rapid and accurate banking transaction services. The findings presented that the respondents paid the highest importance on sub-factors of each service marketing mix factor as follows. In product factor, the highest importance was for the reputation of the bank. In price factor, the highest importance was for the explicit sign or document indicating rate of deposit interest. In place factor, the highest importance was for the secured location of ATM, ADM and Passbook Update machines. In promotion factor the highest importance was for the complete and understandable news about deposit services and the informative brochures of different types of deposit service. In people factor, the highest importance was for the honest, reliable and trustful staff who also could provide solutions to customers. In service process factor, the highest importance was for the sufficient numbers of on-duty staff at the service counters. In physical evidence factor, the highest importance was for the security at the bank. The findings also presented that the respondents paid the highest satisfaction on sub-factors of each service marketing mix factor as follows. In product factor, the highest level of satisfaction was for the reputation of bank. In price factor, the highest level of satisfaction was for the explicit sign or documents indicating rate of deposit interest. In place factor, the highest level of satisfaction was for the secured location of the bank, the sufficient numbers of ATM, ADM and Passbook Updating machines, the secured location of ATM, ADM and Passbook Update machines and the sufficient numbers of seats provided at the waiting area. In promotion factor, the highest level of satisfaction was for the complete and understandable news about deposit services. In people factor, the highest level of satisfaction was for the enthusiasm of staff to serve customers, the good personality, friendliness, pleasant address and appropriate dressing of staff. In service process factor, the highest level of satisfaction was for the accurate data record in passbook. In physical evidence factor, the highest satisfaction was the security at the bank. According to the Important-Performance Analysis (IPA), the sub-service marketing mix factors that were found in Quadrant A, which required the urgent improvement, were the secured location of ATM, ADM and Passbook update machines, the honest, reliable and trustful staff who could provide solutions to customers, the sufficient numbers of on-duty staff at the service counters, the secured location of the parking area, the cleanliness and well-arrangement of the serviced area of the bank, the offer of tokens for customers when they opened new bank account or on the special occasions, the advertisement on deposit programs through media like television and newspapers, the sufficient numbers of tokens or souvenir for customers and the participation of the bank to social-aid activities, respectively. Theses mentioned sub-factors were found in place, people, service process, promotion and physical evidence factors.