Customer Satisfaction toward on the service of Bangkok Bank

Abstract

The purpose of this research was to study factors affecting customer satisfaction on services of Bangkok Bank ( BBL) . Conceptual framework was based on American Customer Satisfaction Index (ACSI). Simple random sampling technique was applied to select 500 customers of BBL to answer self-reported questionnaires. Data were analyzed by Structural Equation Modeling (SEM). Research findings revealed that the proposed SEM statistically and significantly explained behaviors of samples as conceptualized. Customer’s expectations, perceived quality, perceived value and image had statistically significant both direct and indirect impacts on satisfaction of BBL customers, Customer satisfaction had statistically significant both direct and indirect impacts through customer’s complaints on loyalty of BBL customers.