GUIDELINES FOR INCREASING SERVICE QUALITY AND CORPORATE IMAGE THAT AFFECTS THE DECISION TO USE THE SERVICES OF GOVERNMENT HOUSING BANK, CENTRAL CHIANG MAI AIRPORT BRANCH

Abstract

This study aimed to study of guidelines for increasing service quality and corporate image that affects the decision to use the services of Government Housing Bank, Central Chiang Mai Airport Branch The research instrument collectively implemented to collect the data was questionnaire. The subjects participating in the study were 400 service users of the Government Housing Bank. Central Chiang Mai Airport branch. The result of the study was found that the service quality and corporate image that affects the decision to use the services of Government Housing Bank, Central Chiang Mai Airport Branch. The reasons that affect the decision to use services are personal factors, external factors, and internal factors. And the recommended alternative approach chose the second approach to improve service quality. This is an approach that the bank can implement immediately in conjunction with the first approach and is a less expensive approach than the first approach. By developing service quality and to deliver an impressive customer experience.