ความพึงพอใจของลูกค้าวิสาหกิจขนาดกลางและขนาด ย่อมที่มีต่อการให้บริการสินเชื่อ ของธนาคารกรุงไทย จำกัด (มหาชน) สำนักงานธุรกิจถนนสุเทพ

Abstract

This independent study aimed to examine customer satisfaction towards small and medium enterprises credit services of the Krung Thai Bank Public Company Limited, Suthep Road Business Office. Samples of this study were identified to 120 small and medium enterprise customers who took credit services of the Krung Thai Bank Public Company Limited, Suthep Road Business Office. Questionnaires were applied to collect data and data were analyzed by the descriptive statistics i.e. frequency, percentage, and mean. According to the study, the results showed that most respondents were male in the age of 41-52 years old with bachelor’s degree. They were in the position of business owner. Their business had been operated for over 10 years and was registered as the company limited type of business. Their business was considered as manufacturer (contract manufacturer), of which the fixed asset value (i.e value of buildings and engine machines after accumulated depreciation costs were deducted and cost of land was excluded) was less than 60 million Baht. The total number of workers or employees was less than 15 persons. They invested more than 50% of their own capital in this business and receive the annual turnover at 20-100 million Baht. Their business was located in Mueang Chiang Mai district. Type of credit services that they took from Krung Thai Bank Public Company Limited, Suthep Road Business Office was the Overdraft service. Currently, the total amount of credit limit that they were granted was 20-50 million Baht. Most of them had been the credit customers of the Krung Thai Bank Public Company Limited, Suthep Road Business Office for 2-5 years. The results of the study on customer satisfaction towards small and medium enterprises credit services of the Krung Thai Bank Public Company Limited, Suthep Road Business Office suggested that the respondents respectively ranked their satisfaction at high level to factors namely people, place, physical evidence, process, product, price and promotion. Hereafter were shown the top elements of each factor that the respondents satisfied with at the highest level. In product factor, it was the bank’s fame and image. In price factor, it was the cost of property appraisal fee. In place factor, it was the nationwide branches of the bank and the availability to contact with the bank via phone. In promotion factor, it was to offer customers the complete and updated credit information and to assign a bank officer to give advices to a certain business. In people factor, it was the officer who was willing to listen to opinions and complaints from the customers. In process factor, it was the correctness in collecting all involving data to be analyzed, the accurate and reliable working process, and the rapidness in sending duplicate contracts to the customers. In physical evidence, it was the modern decoration of the building with clean and large space, full facilities such as television, radio, drinking water, newspapers, magazines, and seats, and comfortable atmosphere and temperature.