He Effects of Service Quality on the Loyalty of Customers with Government Housing Bank Located In Bangkok and Its Metropolitain Areas

Abstract

The present study aims to examine the effects of service quality on the loyalty of customers of Government Housing Bank located in Bangkok and its Metropolitan areas. The samples were 200 customers of Government Housing Bank visiting 59 branches. The researcher used both a questionnaire and in-depth interviews to answer her research questions. The researcher used descriptive statistics which includes frequency, percentage, mean, standard deviation to describe the data, and multiple regression analysis to explore the relationships among the variables.
The findings revealed that most respondents were female between the age of 31 and 40 years old. The participants mostly worked in government and state enterprise sections. The majority of them reported that their salaries were between 20,000-30,000 baht. The results showed that the customers’ overall satisfaction to the quality of services of Government Housing Bank was in the very high level.
When considering the of the service quality effect on the loyalty of customers of Government Housing Bank located in Bangkok and its Metropolitan areas for instance (1)Dedicated and willing serve (2)Provides explanations and answer questions at the point (3)Provides fast and convenient. The researcher hopes that the results of this study can be used as a guidance to help the bank enhance and update its quality of services to better serve its customers, which can result in the higher credibility and sustainable of the institution.