SATISFACTION IN INVESTMENTS IN SAVING LOTTERIES AND INVESTOR BEHAVIORS IN CHIANG MAI PROVINCE

Abstract

The purposes of this research were to compare levels of customer satisfaction on lottery savings between Government Savings Bank and Bank for Agriculture and Agricultural Cooperatives; to determine factors affecting level of customer satisfaction on lottery savings of Government Savings Bank and Bank for Agriculture and Agricultural Cooperatives; and to reveal factors determining opportunity of repurchasing lottery savings of Government Savings Bank and Bank for Agriculture and Agricultural Cooperatives. Conceptual framework was based on American Customer Satisfaction Index model. Stratified random sampling technique was applied to select 500 customers of Government Savings Bank and Bank for Agriculture and Agricultural Cooperatives in Chiang Mai Province to answer self-reported questionnaire. Data were analyzed by bivariate analysis, Linear Regression model analysis and Ordered Probit model analysis. Research findings revealed that levels of customer satisfaction on lottery savings of Bank for Agriculture and Agricultural Cooperatives were significantly higher than those of Government Savings Bank; factors that significantly affected level of customer satisfaction on lottery savings consisted of customer expectations, perceived value, and image; and factors that significantly determined opportunity of repurchasing lottery savings consisted of customer loyalty and customer complaints.