SATISFACTION IN SERVICE SELECTION AND QUALITY OF SERVICE INFLUENCES ON THE DEVELOPMENT OF THE DEPOSIT BUSINESS OF THE GOVERNMENT SAVINGS BANK IN BANGKOK (REGION 3)

Main Article Content

Parichat Thanomwong

Abstract

This research aimed to study the influence of: 1) satisfaction in service to the development of the business of the Government savings bank deposit in Bangkok (region 3); and 2) the influence of the quality of service to the development of the Government savings bank deposit business in Bangkok (region 3). A sample of 400 people was administered a questionnaire and the data were analyzed using the statistics of frequency, percentage, mean, standard deviation, independent groups t-test and one-way ANOVA to find the relationship between two variables by using Pearson's correlation coefficient. Hypothesis testing was conducted using multiple multiple regression analysis. The analysis of the satisfaction of service demonstrated its influence on the decision to use the services of the business development bank deposits in Bangkok (region 3). It was found that the elements of satisfaction in the service had a positive correlation with the decision to use the services of the business development of government savings bank in Bangkok (region 3). It was found that the elements of satisfaction factors influenced the decision to use the services of the business development bank in Bangkok (region 3). The standard error of prediction (SE. est) was .37 by the reputation weight in relation to the decision to use the services of the business development of government savings bank. The results showed that the quality of service business development influenced the decisions of government savings bank by using correlational analysis. There was a positive relationship with the decision to use the services of the business development of government savings bank in Bangkok (region 3), being statistically significant at the 05 level of confidence. When multiple regression analysis was applied to the elements of satisfaction, it was found that the composition factors of satisfaction in using all 4 services influenced most the decision to use the services of the business development of bank savings in Bangkok (region 3). Also important were the deposit service information in place of service and the speed of service.

Article Details

Section
Research Article

References

ทิพชญาณ์ อัครพงศ์โสภณ. (2556). ปัจจัยที่มีอิทธิพลต่อการเลือกใช้บริการธนาคารไทยพาณิชย์ จำกัด (มหาชน) ของผู้บริโภคในกรุงเทพมหานคร. การค้นคว้าอิสระบริหารธุรกิจมหาบัณฑิต, มหาวิทยาลัยกรุงเทพ.

ธนาคารออมสิน. (2560). ประวัติธนาคาร. สืบค้นเมื่อ 20 พฤษภาคม 2560, จาก https://www.gsb.or.th/about-us/history-bank.aspx

ภาคภูมิ บุญประเสริฐ. (2558). ปัจจัยที่มีผลต่อการตัดสินใจใช้บริการคาร์แคร์ครบวงจรของผู้บริโภคในเขต

กรุงเทพมหานครและปริมณฑล. การค้นคว้าอิสระบริหารธุรกิจมหาบัณฑิต, มหาวิทยาลัยธรรมศาสตร์.

Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(4), 41-50.

Prasert RK. (2560). ทฤษฎีแรงจูงใจ. สืบค้นเมื่อ 24 มิถุนายน 2560, จาก https://www.gotoknow.org/posts/492000%20(12

Yamane, T. (1967). Statistics: an introductory analysis (2th Ed.). New York: Harper & Row