REPEATING SERVICE EMPLOYMENTS AT COMMERCIAL BANKS AND STUDENTS’ SATISFACTION IN SERVICE OF BANKS IN THE UPPER SOUTHERN REGION

Abstract

The purposes of this study were to compare satisfaction in services of banks located in and out of an educational institution in the upper southern region; to examine influencing factors of the satisfaction with the services of the banks located in and out of the educational institution in the upper southern region; and to investigate influencing factors of opportunities for repeats in employments of the services at the banks located in and out of the educational institution in the upper southern region. The American Customer Satisfaction Index was implemented as a conceptual framework. This quantitative study used questionnaires for data collection. The samples were obtained through a stratified random sampling to include 419 clients of the banks located in and out of the educational institutions in the upper southern region. The data were analyzed by a bivariate analysis, a regression model, and an ordered probit model. Results revealed that the clients of the bank located in the educational institution demonstrated higher service satisfaction than those of the bank located outside the educational institution with statistical significance; the influencing factors of the satisfaction with the services of the banks located in and out of the educational institution with statistical significance included quality perception, value perception, and image; and the influencing factors of opportunities for the repeats in the employments of the services of the banks located in and out of the educational institution with statistical significance included complaint reporting and loyalty.