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.