Service Quality of Financial Institutions Affecting Customer Loyalty of Agriculturists in Chachoengsao Province

Abstract

This article is quantitative research article aimed to 1) Study the level of the factors in service quality 2) Compare customer loyalty of agriculturists and 3) Study factors in service quality of financial institutions affecting the agriculturists in Chachoengsao province. The sample group was 400 former customers at financial institutions in Chachoengsao province selected by purposive sampling.  A tool for assessment was a questionnaire. Statistics for assessment were Means, Standard Deviation, t-test, One-way ANOVA, Scheffe's method for paired comparison, and Multiple Regression Analysis. The result showed 1) The factors in service quality of financial institutions in Chachoengsao province had overall average at high level ( =4.09) and each individual aspect was at high level in every aspects. 2) The overall difference in individual factors consisted of age, education, average annual income, type of agriculturists, and a duration in agricultural work has indifferently affected customer loyalty of the agriculturists in Chachoengsao province who have experienced service at financial institutions and 3) The factors in service quality of financial institutions consisted of  behaviour, attitude, accessibility, customer contact, and service-mindedness had an effect on customer loyalty of the agriculturists in Chachoengsao province.