Factors Affecting Satisfaction in using Large Business Loan Services of BAAC Large Business Loan Office Lower Northeastern Region 2 Provinces (Sisaket Province, Yasothon Province, Ubon Ratchathani Province and Amnat Charoen Province)

Abstract

This research consists purposes were 1. to examine service quality specifically tangibles, reliability, assurance, responsiveness, and empathy that influence customer satisfaction with the business loan services of the Bank for Agriculture and Agricultural Cooperatives (BAAC), Large Business Loan Office, Lower Northeastern Region 2 (Sisaket, Yasothon, Ubon Ratchathani and Amnat Charoen provinces) and 2. to examine marketing communication channels that influence customer satisfaction with the same BAAC business loan services. This research employed a quantitative design. The research instrument was a questionnaire. The sample comprised 119 customers who had previously used the BAAC large business loan services. Data collected from the questionnaires were analyzed using descriptive statistics mean, percentage and standard deviation and inferential statistics, including Pearson’s correlation coefficient and multiple regression analysis. The research revealed that 1) Overall Satisfaction Customers reported an overall high level of satisfaction with the channels for receiving information about BAAC products and loan services. The highest satisfaction was found with the service provided by staff at the Large Business Loan Center. Regarding service quality, respondents also expressed a high level of satisfaction, particularly with the tangibility of services and 2) Correlation and Regression Analysis of Pearson’s correlation coefficients showed that all five service-quality factors influencing satisfaction were positively correlated with satisfaction at a high to very high level, with coefficients ranging from 0.346 to 1.000, and were statistically significant at the .01 level. Multiple regression analysis revealed that the best predictors of customer satisfaction were service tangibility and service assurance.