ความพึงพอใจของลูกค้าที่มีต่อการให้บริการของธนาคารกรุงไทย จำกัด (มหาชน) สาขาที่เปิดบริการ 7 วันต่อสัปดาห์ ในอำเภอเมืองเชียงใหม่

Abstract

The objective of this independent study aims to explore customer satisfaction towards services of seven-day service branch of Krung Thai Bank Public Company Limited, Mueang Chaing Mai District. The respondents of this study were used as the tool to collect data from 490 samples with quota sampling method, 70 samples per each branch. The data were collected by using a set of questionnaires. All data obtained were analyzed by the use of descriptive statistics, including frequency ,percentage and mean. Based upon the findings, most respondents were female . They are 21-30 years old with Bachelor’s degree. They were mostly a company employee earning average monthly income at the amount 10,001-20,000 Baht. They had become the customer of the bank for 2-3 years, they udes to take the different service namely deposit service through saving, loan service through overdraft and other service through ATM/Visa The findings presented that the respondents paid the highest importance on sub-factors of all service marketing mix factors were as follows. In People factor, Knowledge and skill of staff. In Physical evidence factor, well arrangement of stationeries and banking forms. In Process factor, the highest important was correctly in process. In Place factor, the location was next to the office. In Product factor, the famous of Bank .In Price factor, showing fee rate in actually. In Promotion factor,the staff provide to service the customer from the first step. The findings presented that the respondents paid the highest satisfaction on sub-factors of all service marketing mix factors were as follows. In People factor ,Service equality that staff offered to customers , friendly of staff. In Product factor, the famous of Bank. In Place factor, the location was next to the office. In Price factor, showing fee rate in actually In Physical evidence factor, the clean of office . In Promotion factor, advertise by brochure. In Process factor, correctly and immediately in process. According to the Important-Performance Analysis : IPA ,the findings presented that sub-factors, as found in Quadrant A : the sub-factors that were urgently needed to get improved, were the well arrangement of stationeries and banking forms, decorate by new modern style , the sufficient number of staff in service, the number of counter in service and suitable time for waiting. These mentioned sub-factors were found in Physical evidence and Process.