The objectives of this study on problems and guidelines for increasing income from service charges and fees

case study of Bank for Agriculture and Agricultural Cooperatives, Wiang Sa Branch

Abstract

        The objectives of this study on problems and guidelines for increasing income from service charges and fees: case study of Bank for Agriculture and Agricultural Cooperatives, Wiang Sa Branch, are as follows: (1) to find causes of reduction of income from service charges and fees; (2) to seek for guidelines and service strategy to increase income from service charges and fees. The sample group consists of 200 samples and research tool for collecting data is a questionnaire. Discussion is conducted by using descriptive statistics and inferential statistics.

The results of hypothesis testing reveal that personal factors of customers with different genders cause different satisfaction levels towards services. Personal factors of customers with different ages, status, educational levels, monthly income, and occupations cause no difference on satisfaction towards services. The results of this study reveal that the lowest satisfaction level of customers towards each dimension are the causes of reduction of income from service charges and fees. Therefore, the guidelines for solving problems are proposed through service improvement divided into 4 dimensions including: (1) service staffs; (2) service products; (3) service buildings and places; and (4) overall service quality. The researcher chooses the guidelines for improving services on service staffs because skills on persuasive speech can be developed to the strategy for increasing income from service charges and fees.