ความพึงพอใจของลูกค้าต่อกระบวนการพิจารณาสินเชื่อของสำนัก อนุมัติสินเชื่อรายย่อยภาค ๘ ธนาคารออมสิน

Abstract

This study aimed to investigate customer satisfaction towards credit approval procedure of Retail Credit Approval Office 8, Government Savings Bank. Questionnaires were used as the tool to collect data. Samples of this study were specified to 385 customers who received retail credit approval from branches of the Government Saving Bank in Region 8. Data obtained were, then, analyzed by the descriptive statistics i.e. frequency, percentage, and means. The findings presented that the most respondents were single male in the age of 31-40 years old and graduated with bachelor’s degree. They worked as merchandise and earned monthly income at the average amount of 10,001-20,000 THB. They had been the customer of the Retail Credit Approval Office 8, Government Savings Bank for over 3 years. Subcategories of the personal credit that they were listed in were the housing loan and the empowering foundation for individual loan. Most of them were parts of the People Bank Project of the studied bank. Results of the study on customer’s concern revealed that in the credit approval process, the respondents rated the highest concern on empathy attribute; followed by attributes namely assurance, reliability, tangibility, and responsiveness, respectively. Results of the study on customer’s satisfaction revealed that in the credit approval process, the respondents rated the highest satisfaction on empathy attribute; followed by attributes namely reliability, assurance, tangibility, and responsiveness, respectively. Results of the IPA (Important-Performance Analysis) revealed that all attributes: reliability, assurance, empathy, responsiveness, and tangibility were listed in Quadrant B (Keep up the good work). This result can imply that the credit approval process has been well operated and it should keep maintaining this quality. The results also presented that the respondents rated their concern and satisfaction at the lowest level to responsiveness attribute. Thus, the Retail Credit Approval Office 8, Government Savings Bank should pay special attention to this attribute. Processes related to the responsiveness attribute must be improved in order to gain the rates of customer’s concern and satisfaction.