Customer Service Quality Development Approach of Tmbthanachart Bank, Roi-Et Branch

Abstract

          The objectives of this research were 1) to study the expectations and perceptions of service quality of the customers of TMBTHANACHART BANK, ROI-ET BRANCH and 2) to suggest an approach to develop the service quality of TMBTHANACHART BANK, ROI-ET BRANCH.The concept of quantitative research.Questionnaires were based on the service quality concept (SERVQUAL) of Parasuraman (1998) for measuring service quality in 5 aspects through 22 questions, five levels were measured which were used with 400 sample customers using convenience sampling technique. Statistis used for data anlysis were frequency, percentage, mean, standard deviation, and Paired Samples t-test. The results showed that for expectations in service quality customers rated “Strongly Agree” for 20 items, “Agree” for 2 items and for the perceptions customers rated “Uncertain” for 22 items. The mean of expectations was higher than the mean of perceptions in service quality for all 22 items which mean the customers were not satisfied with the 22 items of services. Thus following these research finding an approach to develop the service quality of TMBTHANACHART BANK, ROI-ET BRANCH was suggested by propose 5 projects : TTB’ so Fast, TTB Feel Good, TTB Special, TTB’ so Sure and TTB Wow.