การรับรู้บริการสินเชื่อโครงการกองทุนพัฒนา SMEs ตามแนวประชารัฐของธนาคารพัฒนาวิสาหกิจขนาดกลางและขนาดย่อมแห่งประเทศไทยในสาขาเชียงใหม่

Abstract

The purpose of this study was to 1) describe the publicity of service and service quality of small and medium enterprise (SME) development bank of Thailand, Chiang Mai branch; and 2) to evaluate service quality perception of small and medium enterprises (SMEs) in Chiang Mai province toward the small and medium enterprise development bank of Thailand.The study was a qualitative research, a survey was conducted to collect data from the sample by using online questionnaires. The samples of this study were chosen from SMEs in Chiang Mai province using the service SMEs development fund. The data were analyzed using instant statistic tools in order to calculate required statistics and display it in descriptive presentation with tables and then summarize. The finding indicated that the sample of SMEs in Chiang Mai province were mostly male (63.2 percent); their age were between 41-60 years old; their educational level was undergraduate; their type of enterprise was retail and wholesale; amount of investment approximately 100,001 - 500,000 Baht; and their average income from SMEs was 100,001 - 500,000 Baht.Service and service quality publicity of SME development bank of Thailand, Chiang Mai branch were divided into as follows: (1) Most people have perceived loan service publicity of the SMEs development funds project due to the bank having modern technology and suitable contact information. (2) Perception score of service quality toward loan service of the SMEs development funds project according to the concept of Pracharath was middle score (mean = 3.02). It could be divided into as follows; - Service categories; deposit service perception score is lowest level, loan service perception score is low level, and SMEs service perception score is medium level. - Physical appearance; perception score of reliability, reassurance to customers, understanding customer’s mind and communication response is middle level. (3) The loan service of the SMEs development funds project perception was from personal media such as friends and the bank call center staff. (4) According to publicity approaches of SMEs development bank of Thailand, Chiang Mai branch, it was found that people perceive the service by clearly oral explanation and advertisement.