PERSPECTIVE VALUE AND BANK CUSTOMER SATISFACTION ON DEPOSIT AND WITHDRAWAL SERVICE: A CASE STUDY OF GOVERNMENT SAVINGS BANK AND SIAM COMMERCIAL BANK IN PRACHUAP KHIRI KHAN PROVINCE

Abstract

The purposes of this research were; to study the factors affecting the satisfaction of using deposit and withdrawal service of Government Savings Bank and Siam Commercial Bank in Prachuap Khiri Khan Province; and to evaluate satisfaction and compare the satisfaction index on deposit and withdrawal service of Government Savings Bank and Siam Commercial Bank in Prachuap Khiri Khan Province. Conceptual framework of this study was applied based on American Customer Satisfaction Index Model (ACSI). Stratified random sampling technique was applied to select 456 from the customers of Government Savings Bank and Siam Commercial Bank in Prachuap Khiri Khan Province to answer self-reported questionnaire. Data was analyzed by bivariate analysis and regression analysis. Research finding revealed that; factors that significantly affect the satisfaction of using deposit and withdrawal services of Government Savings Bank and Siam Commercial Bank are customer expectations, perceived quality, perceived value and image; and based on the evaluation and comparison of satisfaction of users, it was found that Siam Commercial Bank customers’ satisfaction is significantly higher than Government Savings Bank. Which the result can be interpreted as executives of the Government Savings Bank and Siam Commercial Bank In Prachuap Khiri Khan Province should have a policy to improve the image of service to increase the satisfaction of users in the area.