Service Quality of Bank for Agriculture and Agricultural Cooperatives, Tha Takho Branch, Tha Takho District, Nakhon Sawan Province According to Sangahavatthus

Abstract

The objectives of this research article were 1) to study the level of service quality based on Sangahavatthu; 2) to study the relationship between Sangahavatthu and service quality; and 3) to present the guidelines for improving the service quality of the Bank for Agriculture and Agricultural Cooperatives, Tha Tako Branch, Tha Tako District, Nakhon Sawan Province according to Sangahavattu. This was a mixed methods research by distributing a questionnaire with a reliability of .849 to the sample group, namely, 390 people who used the service, using the method of substituting values in Yamane's formula. The statistics used were frequency, percentage, mean, standard deviation and Pearson correlation coefficient. In-depth interviews with 15 key informants were used as well as using contextual conclusion-building techniques to summarize and present the data. The results of the research were as follows: 1) service quality of the Bank for Agriculture and Agricultural Cooperatives, Tha Tako Branch. overall, was at a high level (  = 3.90). When classified by side, it was found that the side with the highest average was Samanattata, even and equal treatment (self-fitting) (  = 3.96), followed by Atthacariya, useful conduct (helping the people) ( = 3.95), Piyavaca, kindly speech (pleasing speech), ( = 3.95) and Dana (being generous) (  = 3.88), respectively; 2) Sangahahavatthu 4 had a high positive relationship with the service quality of the Bank for Agriculture and Agricultural Cooperatives, Tha Tako Branch, Tha Tako District, Nakhon Sawan Province. There was a correlation coefficient (r = 0.607) with statistical significance at the .01 level; and 3) the guidelines for improving service quality according to Sangahahavatthu of the Bank for Agriculture and Agricultural Cooperatives, Tha Tako Branch, Tha Tako District, Nakhon Sawan Province had 3 processes: 1) service with service mind, 2) service with heartfelt listening, 3) service by communicating with heart.