The Relationships Between Customer Relations Management and Service Quality of the Government Housing Bank, Amphoe Muang, Maha Sarakham Province

Abstract

The purposes of the research were to explore customer relation management of the Government Housing Bank, to assess service quality of the bank, and to analyze relationships between the customer relations management and the service quality. The samples were three hundred and sixty eight bank customers of the Government Housing Bank, Maha Sarakham Province. The statistics used were mean, standard deviation and Pearson’s Correlation Analysis. The research findings were as follows:

1. The findings showed that the average level of the customer relations management of the Government Housing Bank was high ( = 3.60). Three high rated areas of the management were customer database ( = 3.62) , setting a relationship-building program ( = 3.61) , application of technology ( = 3.60) and customer care ( = 3.58) respectively.

2. The findings indicated that the average level of the service quality of the bank was high ( = 3.86). Five high rated areas of the service quality were continuity, ( = 3.90) adequacy ( = 3.87), equality ( = 3.84), progressive service ( = 3.84) and quick service ( = 3.83) respectively.

3. Regarding the customer relations management, the findings revealed that the average level of the relationships between the customer relations management and the service quality was moderate ( r_xy = 0.413) . The customer relations management was significantly related to the service quality at the .05 level. The index of the relationships indicate that the percentage of the service quality of the Government Housing Bank, Maha Sarakham Province has been improved (41.30%).