SERVICE QUALITY FACTORS AFFECTING CUSTOMER SATISFACTION TOWARDS KASIKORN BANK PUBLIC COMPANY LIMITED, TESCO LOTUS NAKHON CHAI SI BRANCH, NAKHON PATHOM

Abstract

Independent study on service quality factors affecting customer satisfaction towards Kasikorn Bank Public Company Limited, Tesco Lotus Nakhon Chai Si branch, Nakhon Pathom. The objective of this study was to study service quality factors affecting customer satisfaction towards Kasikorn Bank Public Company Limited, Tesco Lotus Nakhon Chai Si branch, Nakhon Pathom. The factors studied were 1) the concreteness of the service, 2) the reliability, 3) the response, 4) the confidence, and 5) the understanding and care by using the online questionnaire data collection as a tool. The sample group was 400 users of Kasikorn Bank Public Company Limited, Tesco Lotus Nakhon Chai Si Branch, Nakhon Pathom. Data were analyzed using percentage, mean, standard deviation, Pearson’s correlation coefficient analysis and multiple regression analysis. The results of a study on service quality factors affecting customer satisfaction towards Kasikorn Bank Public Company Limited, Tesco Lotus Nakhon Chai Si branch, Nakhon Pathom. Overall, it was at the highest level. Variables affecting the decision to use the service of Kasikorn Bank Public Company Limited, Tesco Lotus Nakhon Chai Si Branch, Nakhon Pathom was the best. The second response was reliability the aspect of giving confidence, the aspect of understanding and caring, and the aspect of concrete in service met all assumptions and were able to explain the variation in service quality factors that affect the satisfaction of users of Kasikorn Bank Public Company Limited, Tesco Lotus Nakhon Chai Si branch, Nakhon Pathom about 65.5 percent