Thesis Title Customer Satisfaction on Services of Government Savings Bank (GSB)
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The purpose of this research was to study factors affecting customer satisfaction on services of Government Savings Bank (GSB). Conceptual framework is based on American Customer Satisfaction Index (ACSI). Simple random sampling technique was applied to select 500 customers of GSB to answer self-reported questionnaire. Data was analyzed by Structural Equation Modeling (SEM). Research findings revealed that 1) the proposed SEM statistically and significantly explained behavior of sample as conceptualized, 2) perceived quality, perceived value, and image had statistically significant both direct and indirect impacts on customer satisfaction, and 3) customer satisfaction had statistically significant direct impact and indirect impact through customer complaints on customer loyalty.
- Thesis (วิทยานิพนธ์)