| dc.description.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. | en_US |
