Customer Satisfaction Towards Banking Service, Thailand

Abstract

The purpose of this study was to study about the factors that influence customer satisfaction towards the Siam Commercial Bank, Thailand. In this research, the dependent variable is the customer satisfaction, while the independent variables are perceived service quality in terms of tangible, reliability, assurance and empathy, perceived value and trust. These variables were developed as four hypotheses to identify the influencing factor. The data was collected by distributing a questionnaire to 300 respondents who have the experienced with the Siam Commercial Bank at Mega Bangna branch. The sampling procedure that applied in this study are purposive (judgment) sampling and convenience sampling. Moreover, all the data was analyzed by using Multiple Regression Line to test each hypothesis. The descriptive statistics was used to identify mean and demographic percentage. Base on the result from Regression Coefficient, the researchers found that perceived service quality in terms of tangible, reliability and empathy were influenced on perceived value which the highest influence was empathy at the beta (β) .339. For the perceived service quality in term of assurance was not influence on perceived value at sig.052>.05. Moreover, the perceived service quality in terms of tangible, reliability, assurance and empathy were influenced on customer satisfaction which the highest influence was reliability at the beta (β) .369. In addition, the perceived service quality in terms of reliability, assurance an empathy were influenced on trust which empathy was the highest influence at beta (β) .315. However, the perceived service quality in term of tangible was not influence on trust at sig .200>.05. Additionally, both perceived value and trust were influence on customer satisfaction which the beta (β) were .439 and .507, respectively. It means that trust was highest influenced on customer satisfaction.