SERVICE USERS’ SATISFACTION AND SELECTION OF PERSONAL LOAN SERVICES IN THE UPPER SOUTHERN REGION

Abstract

The purposes of this study were to compare satisfaction with personal loan services in upper-southern banks; to investigate influencing factors of the satisfaction with the personal loan services in the upper-southern banks; and examine influencing factors of opportunities for repeats in the use of the personal loan services in the upper-southern banks. The American Customer Satisfaction Index was employed as a conceptual framework. In this qualitative study, the data were collected by questionnaires. The sample included 405 clients in the upper-southern banks who were obtained through a stratified random sampling. The questionnaire data were analyzed by a bivariate analysis, a regression model, and an ordered probit model. Results revealed that customers of Bank A demonstrated higher satisfaction with the personal loan services than those of Bank B with statistical significance; the influencing factors of the satisfaction with the personal loan services with statistical significance included expectation, quality perception, value perception, and image; and the influencing factors of the opportunities for repeats in the use of the banks’ personal loan services with statistical significance included satisfaction, complaint reporting, and loyalty.