THE SATISFACTION TOWARD THE SERVICE OF GOVERNMENT SAVINGS BANK AUTOMATIC DEPOSIT MACHINE AND KASIKORNBANK PUBLIC COMPANY LIMITED IN SAMUT SONGKHRAM PROVINCE
Abstract
The purposes of this research were to study factors that influence customer
satisfaction and customer loyalty of services provided in Automatic Deposit Machine of
Government savings bank and Kasikornbank Public Company Limited; and to estimate
the satisfaction level of customers in the services of Automatic Deposit Machine,
Government savings bank and Kasikornbank Public Company Limited and to create a
comparison index of the satisfaction levels between the services provided at
Government savings bank and Kasikornbank Public Company Limited of Automatic
Deposit Machine.
Stratified random sampling technique was applied to select 456 bank customers
to answer self-reported questionnaire. Data was analyzed by bivariate analysis and
regression analysis.
Research findings revealed that; The satisfaction toward the service of
Government Savings Bank automatic deposit machine and Kasikornbank Public
Company Limited in Samut Songkhram Province, consist of 4 components which are:
Customer Expectations, Perceived Quality, Perceived Value, Image; and Overall
Customer Satisfaction loyalty of services provided in Automatic Deposit Machine of
Government savings bank more than Kasikornbank Public Company Limited at a
statistically significant level of 0.01. These results implied that build Overall Customer
Satisfaction should building be Perceived Quality by security system.