Service Quality and Customer Satisfaction in Banking
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Published:
Jan 1, 2018
Keywords:
Customer Satisfaction Service Quality Government Savings Bank
Main Article Content
Abstract
Service banking is facing several challenges in order to sustain its competitiveness in the long run. In doing so, banks try to promote customer satisfaction especially through service quality. In this situation, interest was aroused to investigate the influence of service quality on customer satisfaction. Questionnaires were randomly distributed to 400 customers of the Government Savings Bank, Cha-aut Branch, Nakhon Si Thammarat. Results revealed that service quality influenced customer satisfaction. In particular, responsiveness, assurance, and reliability were found as key factors significantly and positively influencing customer satisfaction. This could be beneficial to policy makers in other banks or any service sector.
Article Details
How to Cite
Thongpoon, S. (2018). Service Quality and Customer Satisfaction in Banking. University of the Thai Chamber of Commerce Journal Humanities and Social Sciences, 36(2), 70–83. Retrieved from https://so06.tci-thaijo.org/index.php/utccjournalhs/article/view/185371
Section
Research Articles
ลิขสิทธิ์ของบทความ
ผลงานที่ได้รับการตีพิมพ์ถือเป็นลิขสิทธิ์ของมหาวิทยาลัยหอการค้าไทย ห้ามมิให้นำเนื้อหา ทัศนะ หรือข้อคิดเห็นใด ๆ ของผลงานไปทำซ้ำ ดัดแปลง หรือเผยแพร่ ไม่ว่าทั้งหมดหรือบางส่วนโดยไม่ได้รับอนุญาตเป็นลายลักษณ์อักษรจากมหาวิทยาลัยหอการค้าไทยก่อน
References
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Armstrong, J. S., and Overton, T. S. 1977. “Estimating Nonresponse Bias in Mail Surveys.” Journal of Marketing Research 14: 396-402.
Caruana, A., and Malta, M. 2002. “Service Loyalty: The Effects of Service Quality and the Mediating Role of Customer Satisfaction.” European Journal of Marketing 36, 7/8: 811 – 828.
Churchill, G.A., Jr., and Surprenant, C. 1982. “An Investigation into the Determinants of Customer Satisfaction.” Journal of Marketing Research 19, 4: 491-504.
Eakuru, N., and Mat, N. K. N. 2008. “The Application of Structural Equation Modeling (SEM) in Determining the Antecedents of Customer Loyalty in Banks in South Thailand.” The Business Review, Cambridge 10, 2: 129-139.
Estiri, M., et al. 2011. “Determinants of Customer Satisfaction in Islamic Banking: Evidence from Iran.” International Journal of Islamic and Middle Eastern Finance and Management 4, 4: 296 – 307.
Fatima, J.K., and Razzaque, M.A. 2014. “Service Quality and Satisfaction in the Banking Sector.” International Journal of Quality & Reliability Management 31, 4: 367-379.
Government Savings Bank. 2013. Annual Report 2013 [Online]. Available: https://www.gsb.or.th/about/img/pdf/annual-report/2013/all-2013.pdf (in Thai).
ธนาคารออมสิน. 2556. รายงานประจำปี ธนาคารออมสิน ปี 2556 [ออนไลน์]. เข้าถึงจากhttps://www.gsb.or.th/about/img/pdf/annual-report/2013/all-2013.pdf
Hair, J. F., et al. 2006. Multivariate Data Analysis. 6th ed. Upper Saddle River, NJ: Pearson Prentice Hall.
Hoffman, K.D., and Bateson, J.E.G., 2010. Services Marketing: Concepts, Strategies, & Cases. 4th ed. Mason, OH: South-Western.
Kline, R. B. 2011. Principles and Practice of Structural Equation Modeling. 3rd ed. New York: Guilford Press.
Kranias, A., and Bourlessa, M. 2013. “Investigating the Relationship between Service Quality and Loyalty in Greek Banking Sector.” Procedia Economics and Finance 5: 453-458.
Lau, M.M., et al. 2013. “Measuring Service Quality in the Banking Industry: A Hong Kong Based Study.” Contemporary Management Research 9, 3: 263-282.
Lee, H., Lee, Y., and Yoo, D. 2000. “The Determinants of Perceived Service Quality and Its Relationship with Satisfaction.” Journal of Services Marketing 14, 3: 217-231.
Levesque, T., and McDougall, G. H. G. 1996. “Determinants of Customer Satisfaction in Retail Banking.” International Journal ob Bank Marketing 14, 7: 12-20.
Lovelock, C., and Wirtz, J. 2011. Service Marketing: People, Technology, Strategy. 7th ed. Upper Saddle River, NJ: Pearson Education.
Oliver, R. 1980. “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions.” Journal of Marketing Research 17, 4: 460 - 469.
Olorunniwo, F., Hsu, M.K., and Udo, G.J. 2006. “Service Quality, Customer Satisfaction, and Behavioral Intentions in the Service Factory.” Journal of Service Marketing 20, 1: 59-72.
Osborne, J. W., and Waters, E. 2002. “Four Assumptions of Multiple Regression that Researchers Should Always Test.” Practical Assessment, Research & Evaluation 8, 2: 1-5.
Parasuraman, A., Zeithaml, V.A.,and Berry, L.L. 1985. “A Conceptual Model of Service Quality and Its Implications for Future Research.” Journal of Marketing 49, 4: 41-50.
Parasuraman, A., Zeithaml, V.A., and Berry, L.L. 1988. “SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality.” Journal of Retailing 64, 1: 12-40.
Podsakoff, P.M., et al. 2003. “Common Method Biased in Behavioral Research: A Critical Review of the Literature and Recommended Remedies.” Journal of Applied Psychology 88, 5: 879-903.
Rehman, A.A. 2012. “Customer Satisfaction and Service Quality in Islamic Banking: A Comparative Study in Pakistan, United Arab Emirates and United Kingdom.” Qualitative Research in Financial Markets 4, 2/3: 166-175.
Seth, N., Deshmukh, S.G., and Vrat, P. 2005. “Service Quality Models: A Review.” International Journal of Quality & Reliability Management 22, 9: 913 – 949.
Soonsan, N. 2015. “Expectations of Customers Regarding Service Quality at Convention Hotels: A Case Study of Phuket, Thailand.” University of the Thai Chamber of Commerce Journal 35, 1: 112-124. (in Thai).
นิมิต ซุ้นสั้น. 2558. “ความคาดหวังของผู้ใช้บริการต่อคุณภาพการบริการของสถานที่จัดประชุม: กรณีศึกษาจังหวัดภูเก็ต.” วารสารวิชาการ มหาวิทยาลัยหอการค้าไทย 35, 1: 112-124.
Srisa-ard, B. 2002. An Introduction to Research. 7th ed. Bangkok: Suwiriyasan. (in Thai).
บุญชม ศรีสะอาด. 2545. การวิจัยเบื้องต้น. พิมพ์ครั้งที่ 7. กรุงเทพมหานคร: สุวีริยาสาส์น.
Strandberg, C., Wahlberg, O., and Öhman, P. 2012. "Challenges in Serving the Mass Affluent Segment: Bank Customer Perceptions of Service Quality". Managing Service Quality: An International Journal 22, 4: 359 – 385.
Thongpoon, S., Yodsamutr, S., and Sirichum, M. 2014. “Expectation and Perceived Service Quality of Government Savings Bank.” In Business and Economics Conference (BEC 2014), University of Technology Srivijaya, Rajamangala p.86. n.p. (in Thai).
สิริลักษณ์ ทองพูน, สินีนาฎ ยอดสมุทร และมนทิรา ศิริชุม. 2557. ความคาดหวังและการรับรู้คุณภาพการบริการของธนาคารออมสิน.” ใน ประชุมวิชาการระดับชาติด้านบริหารธุรกิจและเศรษฐศาสตร์ (BEC 2014) ณ มหาวิทยาลัยเทคโนโลยีราชมงคลศรีวิชัย, หน้า 86. ม.ป.ท.
Unyathanakorn, K., and Rompho, N. 2014. “Factors Affecting Customer Satisfaction in Online Banking Service.” Journal of Marketing Development and competitiveness 8, 2: 50-60.
Wu, J., et al. 2006. “A Latent Structure Factor Analytic Approach for Customer Satisfaction Measurement.” Market Letter 17, 3: 221-238.
Anderson, E.W., Fornell, C., and Rust, R.T. 1997. “Customer Satisfaction, Productivity, and Profitability: Differences between Goods and Services.” Marketing Science 16, 2: 129 – 145.
Armstrong, J. S., and Overton, T. S. 1977. “Estimating Nonresponse Bias in Mail Surveys.” Journal of Marketing Research 14: 396-402.
Caruana, A., and Malta, M. 2002. “Service Loyalty: The Effects of Service Quality and the Mediating Role of Customer Satisfaction.” European Journal of Marketing 36, 7/8: 811 – 828.
Churchill, G.A., Jr., and Surprenant, C. 1982. “An Investigation into the Determinants of Customer Satisfaction.” Journal of Marketing Research 19, 4: 491-504.
Eakuru, N., and Mat, N. K. N. 2008. “The Application of Structural Equation Modeling (SEM) in Determining the Antecedents of Customer Loyalty in Banks in South Thailand.” The Business Review, Cambridge 10, 2: 129-139.
Estiri, M., et al. 2011. “Determinants of Customer Satisfaction in Islamic Banking: Evidence from Iran.” International Journal of Islamic and Middle Eastern Finance and Management 4, 4: 296 – 307.
Fatima, J.K., and Razzaque, M.A. 2014. “Service Quality and Satisfaction in the Banking Sector.” International Journal of Quality & Reliability Management 31, 4: 367-379.
Government Savings Bank. 2013. Annual Report 2013 [Online]. Available: https://www.gsb.or.th/about/img/pdf/annual-report/2013/all-2013.pdf (in Thai).
ธนาคารออมสิน. 2556. รายงานประจำปี ธนาคารออมสิน ปี 2556 [ออนไลน์]. เข้าถึงจากhttps://www.gsb.or.th/about/img/pdf/annual-report/2013/all-2013.pdf
Hair, J. F., et al. 2006. Multivariate Data Analysis. 6th ed. Upper Saddle River, NJ: Pearson Prentice Hall.
Hoffman, K.D., and Bateson, J.E.G., 2010. Services Marketing: Concepts, Strategies, & Cases. 4th ed. Mason, OH: South-Western.
Kline, R. B. 2011. Principles and Practice of Structural Equation Modeling. 3rd ed. New York: Guilford Press.
Kranias, A., and Bourlessa, M. 2013. “Investigating the Relationship between Service Quality and Loyalty in Greek Banking Sector.” Procedia Economics and Finance 5: 453-458.
Lau, M.M., et al. 2013. “Measuring Service Quality in the Banking Industry: A Hong Kong Based Study.” Contemporary Management Research 9, 3: 263-282.
Lee, H., Lee, Y., and Yoo, D. 2000. “The Determinants of Perceived Service Quality and Its Relationship with Satisfaction.” Journal of Services Marketing 14, 3: 217-231.
Levesque, T., and McDougall, G. H. G. 1996. “Determinants of Customer Satisfaction in Retail Banking.” International Journal ob Bank Marketing 14, 7: 12-20.
Lovelock, C., and Wirtz, J. 2011. Service Marketing: People, Technology, Strategy. 7th ed. Upper Saddle River, NJ: Pearson Education.
Oliver, R. 1980. “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions.” Journal of Marketing Research 17, 4: 460 - 469.
Olorunniwo, F., Hsu, M.K., and Udo, G.J. 2006. “Service Quality, Customer Satisfaction, and Behavioral Intentions in the Service Factory.” Journal of Service Marketing 20, 1: 59-72.
Osborne, J. W., and Waters, E. 2002. “Four Assumptions of Multiple Regression that Researchers Should Always Test.” Practical Assessment, Research & Evaluation 8, 2: 1-5.
Parasuraman, A., Zeithaml, V.A.,and Berry, L.L. 1985. “A Conceptual Model of Service Quality and Its Implications for Future Research.” Journal of Marketing 49, 4: 41-50.
Parasuraman, A., Zeithaml, V.A., and Berry, L.L. 1988. “SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality.” Journal of Retailing 64, 1: 12-40.
Podsakoff, P.M., et al. 2003. “Common Method Biased in Behavioral Research: A Critical Review of the Literature and Recommended Remedies.” Journal of Applied Psychology 88, 5: 879-903.
Rehman, A.A. 2012. “Customer Satisfaction and Service Quality in Islamic Banking: A Comparative Study in Pakistan, United Arab Emirates and United Kingdom.” Qualitative Research in Financial Markets 4, 2/3: 166-175.
Seth, N., Deshmukh, S.G., and Vrat, P. 2005. “Service Quality Models: A Review.” International Journal of Quality & Reliability Management 22, 9: 913 – 949.
Soonsan, N. 2015. “Expectations of Customers Regarding Service Quality at Convention Hotels: A Case Study of Phuket, Thailand.” University of the Thai Chamber of Commerce Journal 35, 1: 112-124. (in Thai).
นิมิต ซุ้นสั้น. 2558. “ความคาดหวังของผู้ใช้บริการต่อคุณภาพการบริการของสถานที่จัดประชุม: กรณีศึกษาจังหวัดภูเก็ต.” วารสารวิชาการ มหาวิทยาลัยหอการค้าไทย 35, 1: 112-124.
Srisa-ard, B. 2002. An Introduction to Research. 7th ed. Bangkok: Suwiriyasan. (in Thai).
บุญชม ศรีสะอาด. 2545. การวิจัยเบื้องต้น. พิมพ์ครั้งที่ 7. กรุงเทพมหานคร: สุวีริยาสาส์น.
Strandberg, C., Wahlberg, O., and Öhman, P. 2012. "Challenges in Serving the Mass Affluent Segment: Bank Customer Perceptions of Service Quality". Managing Service Quality: An International Journal 22, 4: 359 – 385.
Thongpoon, S., Yodsamutr, S., and Sirichum, M. 2014. “Expectation and Perceived Service Quality of Government Savings Bank.” In Business and Economics Conference (BEC 2014), University of Technology Srivijaya, Rajamangala p.86. n.p. (in Thai).
สิริลักษณ์ ทองพูน, สินีนาฎ ยอดสมุทร และมนทิรา ศิริชุม. 2557. ความคาดหวังและการรับรู้คุณภาพการบริการของธนาคารออมสิน.” ใน ประชุมวิชาการระดับชาติด้านบริหารธุรกิจและเศรษฐศาสตร์ (BEC 2014) ณ มหาวิทยาลัยเทคโนโลยีราชมงคลศรีวิชัย, หน้า 86. ม.ป.ท.
Unyathanakorn, K., and Rompho, N. 2014. “Factors Affecting Customer Satisfaction in Online Banking Service.” Journal of Marketing Development and competitiveness 8, 2: 50-60.
Wu, J., et al. 2006. “A Latent Structure Factor Analytic Approach for Customer Satisfaction Measurement.” Market Letter 17, 3: 221-238.