Factors that affect savings-service customer satisfaction at Krungthai Bank

Abstract

Objective of this research was to study factors that influenced customer satisfaction on savings service at Krungthai Bank. Research framework applied relationship of factors based on European Customer Satisfaction Index (ECSI Model), which included perceived value, perceived quality, image, customer expectations, and customer satisfaction. Survey applied probability sampling technique by using stratified sampling and simple random sampling to collect data from customers who use savings service at Krungthai Bank in urban areas. Questionnaires was used to collect data from 450 customers of Krungthai Bank’s savings service. Data would then be analyzed by using descriptive statistics which included percentage, mean, standard deviation. Hypothesis was tested by using t-test, F-test, and Pearson Correlation Coefficient. Findings revealed that most respondents were females, 22-30 years, single, with bachelor degree, working in private sectors, with monthly income between 20,001 and 40,000 Baht. Based on hypothesis testing, image, quality -awareness, value proposition, and customers’ expectation were factors that directly affected satisfaction of customers who used savings service at Krungthai Bank at 0.05 statistical significance level. These results implied that Krungthai Bank should have prioritized factors that affected satisfaction of customers who used savings service at Krungthai Bank, which were corporate image, quality awareness, value proposition, and customers’ expectation.