ความพึงพอใจของลูกค้าต่อคุณภาพการให้บริการของธนาคารเพื่อการเกษตรและสหกรณ์การเกษตรสาขาสันป่าตอง จังหวัดเชียงใหม่

Abstract

This independent study aimed at examining customer satisfaction towards service quality of Bank of Agriculture and Agricultural Co-operatives in San Pa Tong branch, Changwat Chiang Mai. Questionnaires were used as the tool to collect data from 200 customers at the studied bank in San Pa Tong branch. Then, data analysis was done by the use of descriptive statistics, consisting of frequency, percentage and mean. The findings showed that most respondents were married male in the age of 41-50 years old, whose education background was lower than high school. They worked as a worker and mostly earned monthly income at the amount of 10,000-19,999 Baht in average. The majority took following services from the Bank of Agriculture and Agricultural Co-operatives: saving services as a sub-type of deposit services, credit service for consumption and non-agricultural investment as a sub-type of credit services, and bill payment service as a sub-type of other services. They had been customers of the studied bank at San Pa Tong branch for over 10 years. Their frequency in receiving services from the bank was 1-2 times/month. They mostly visited the bank on Friday at uncertain time. A reason of choosing the Bank of Agriculture and Agricultural Co-operatives, San Pa Tong branch was the fame and the security of the bank itself. Source of information where they learned about services of the studied bank was the suggestion from friend/acquaintance. Beside the Bank of Agriculture and Agricultural Co-operation, another bank or financial institute in San Pa Tong district that they used to take banking services from was the Government Savings Bank. The results indicated that the respondents paid the highest level of importance on the attributes of service quality as follows. In tangible attribute, the highest level of importance was the modern and high-tech bank’s appliances. In reliability attribute, the highest level of importance was the right services being provided as announced/determined. In responsiveness attribute, the highest level of importance was the notification to customers when their requests were getting approved. In assurance attribute, the highest level of importance was the assurance that the bank staff provided to customers. In empathy attribute, the highest level of importance was the given attention of the bank staff to customers individually. Regarding the study on satisfaction, the respondents paid highest satisfaction towards attributes of service quality as follows. In tangible attribute, the highest level of satisfaction was the modern and high-tech bank’s appliances. In reliability attribute, the highest level of satisfaction was the correct method to secure customer’s data record. In responsiveness attribute, the highest level of satisfaction was the notification to customers when their requests were getting approved. In assurance attribute, the highest level of satisfaction was the assurance that the bank staff provided to customers. In empathy attribute, the highest level of satisfaction was the given attention of the bank staff to customers individually. According to the results of IPA analysis (Important-Performance Analysis), elements found in Quadrant A, which required the urgent improvement, were the bank staff who could provide the assurance to their customers, had well knowledge to give answers to customers, and paid attention to customers individually, respectively. All mentioned elements were addressed in the assurance and empathy attributes.