Abstract:
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This independent study was conducted for the following purposes: 1) To study the satisfaction of Kasikorn bank customers towards fair purchase of products in Mueang district, Chiang Mai province and 2) To analyze the differences in the selection of banking products according to personal characteristics of different customers at Kasikorn bank in Mueang district, Chiang Mai province. The sample group in this study consisted of 400 customers who used the service of Kasikorn bank in Mueang district, Chiang Mai province (surveying the customers with the use of market conduct) by using questionnaires as a tool for data collection. The data were analyzed by using descriptive statistics, such as frequency, percentage, mean value, standard deviation value, and chi-square value.
According to the study, the majority of the respondents were female working at private companies. The ages of these respondents ranged between 41 and 50 years old, having a single status with the education level of bachelor degree. The overall evaluation of Kasikorn bank customer service satisfaction towards fair product purchase in Mueang district, Chiang Mai province showed that all 9 products were highly satisfied (3.51-4.50 points) in all aspects. The service that had the lowest evaluated satisfaction score was the price (various product fees) at the score of 3.73, but it was still considered a high satisfaction level. After looking at the further details, it was found that the non-life insurance products had the lowest average satisfaction score (3.52 points) in addition to the lower satisfaction score in terms of application conditions than the other products at 3.52 points. On the other hand, the service that received the highest satisfaction score was the process (no complication and fast in the application process for various services) with the average satisfaction score of 4.16 points, also they gave the highest satisfaction score to the life insurance product application process (4.26 points). From the results, it indicates that the bank should adjust the fees of various products in order to satisfy customers better, especially in the non-life insurance product that needs to be improved in both application conditions and fees.
Key words: satisfactory evaluation / service / Kasikorn bank/ products / Chiang Mai province
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