ความพึงพอใจของลูกค้าต่อคุณภาพบริการของสาขารูปแบบ Krungthai FAST สาขามหาวิทยาลัยเชียงใหม่

Abstract

This independent study aims to study customer satisfaction with the service quality of Krungthai FAST, Chiang Mai University branch. The questionnaire was used to gather data from 385 customers in less than one year and used five service quality concepts: reliability, responsiveness, assurance, empathy, and tangibles. The data analyzed using formal statistics consists of frequency, percentage, average, and comparison of importance and satisfaction using Importance-Performance Analysis (IPA), presenting evaluations in graphical form and clarifying the results through 4 quadrants. The survey found that most respondents were women aged 31 – 40 years with bachelor’s degrees. Most were private company employees and earned more than 50,000 baths. The most frequently used transaction type was deposit-withdrawal-transfer. The frequency of use was 1-3 times per month, and the entry date was uncertain. The respondents used the service between 12.31 p.m. to 2.30 p.m. Most of the reasons for choosing the service are that it is reliable. By comparing priority and satisfaction using the Importance-Performance Analysis (IPA), it was found that the most is in quadrant B (Keep Up the Good Work) of the five service quality concepts. The three are Reliability, Responsiveness, and Assurance, and in quadrant C (The Low Priority), consists of two parts: Empathy and Tangible. When evaluating Quadrants A’s sub-factor (Concentrate Here), it has been found that customers attach significant importance to a particular feature that has not been adequately addressed yet. Therefore, these improvements should be prioritized and implemented urgently to meet customer satisfaction needs. The overall picture includes reliability in resolving customer service problems, employees paying attention to customers during transactions, and employees prioritizing customer s’ best interests.