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.