การหาแนวทางปฏิบัติที่เป็นเลิศของการให้บริการส่วนงานบริการลูกค้าของธนาคารในจังหวัดสุราษฎร์ธานี โดยการเทียบเคียงกระบวนการ

Abstract

Banking is a very important business service. Nowadays all business are highly competitive therefore they need to improvement themselves to be competitive with other businesses, especially service businesses. Target of service business is make customer highly satisfaction and that is the way to the success of the business. So this research has the objective is to 1) To benchmark banking service processing in the customer service section of the Bank in Suratthani Province. 2) To find the best practices in providing services to the Bank's customer service department, Benchmarking is the popular tools to improvement and development business. Using SERVQUAL MODEL is a measure of service quality in all five aspects of banking services, Tangibles, Reliability, Responsiveness, Assurance and Empathy. This research is a qualitative research. The research process used in this research consisted of document research. Study and analyze data from documents, research papers or websites related to the service process in the customer service section of each bank. Related theories and literature, and interviews. To collect data from relevant persons in the research were 15 customer service officers, 15 service users, by face-to-face interviews and structured interviews. The study indicated that Service in various fields. Each bank has different services. Service users are different in using the service. They can find the best practices in providing all 4 services, divided into Human resource development strategy, Accurate and fast service strategies. Innovation and technology development strategy, Professional services strategy.