PERCEIVED VALUES AND SATISFACTION ON WELFARE LOAN SERVICES FOR GOVERNMENT OFFICIALS: A CASE STUDY OF GOVERNMENT SAVINGS BANK AND KRUNG THAI BANK (PUBLIC COMPANY LIMITED) IN PRACHUAP KHIRI KHAN PROVINCE
Abstract
The purposes of this research were to study the factors affecting the satisfaction
of using welfare loan services for government officials of the Government Savings Bank
and Krung Thai bank (Public Company Limited) in Prachuap Khiri Khan Province; and to
assess satisfaction and make a comparison index of satisfaction of using welfare loan
services for government officials of the Government Savings Bank and Krung Thai bank
(Public Company Limited) in Prachuap Khiri Khan Province.
Stratified random sampling technique was applied to select 473 from the
government officials who use the welfare loan services of the Government Savings bank
and Krung Thai bank (Public Company Limited) in Prachuap Khiri Khan Province to
answer self-reported questionnaire. Data was analyzed by bivariate analysis consisted of
t-test, F-test, and regression analysis.
The research found that expectations, quality view, perceived values and image
had relationship to customer satisfaction who use the welfare loan services at statistical
significance and value perspective had most positive effect to customer satisfaction,
These results implied that if the bank wanted to increase the satisfaction of who use the
welfare loan services would focus on increasing value perception was important; and
government officials used welfare loan services had satisfied with the services of Krung
Thai bank (Public Company Limited) more than Government Savings Bank at statistical
significance.