ความพึงพอใจของลูกค้าในการใช้บริการธนาคารเพื่อการเกษตรและสหกรณ์การเกษตร จังหวัดสงขลา

Abstract

The purposes of this study were to study the customers’ satisfaction level and customers’ demographic data and to study the relationship between demographic data and the customers ‘satisfaction. The study was a survey research design. The sample of 385 respondents was chosen from the population by using the Convenience Sampling Method. The data were collected by questionnaires. The statistics used in the study were percentage, mean, standard deviation, t-test Independent, One-way Anova and Fisher’s Significant Difference (LSD. The results were the overall of the Customers’ Satisfaction with the financial services was in high level. Considering in each part divided, we found the customers highest to lowest level of satisfaction were staff product, service physical, appearance, service process, fee, location, and promotion, respectively. The customers with their different age and income had some different satisfaction statistical significance level while the customers with their different in gender, status, occupation, level of education and type of transection statistically insignificant in general. The suggestions from the study were increasing the number of Automatic Machines, reduced the document and process for the service and sold promotion in other areas.