New Gen Clients’ Satisfaction in Credit Services

Case Study Bank of Agriculture and Agricultural Cooperatives (BAAC), Tamiram Branch, Phatthalung Province

Abstract

The objectives of this study were to study New Gen clients’ satisfaction toward credit services and to compare personal factors which had effected on New Gen clients’ satisfaction in credit services of Bank of Agriculture and Agricultural Cooperatives (BAAC), Tamiram Branch, Phatthalung Province. The study was a survey research which was collected data by a set of 41 items rating scale questionnaires with its reliability was 0.976. SPSS program was used to investigate percentage, mean, and standard deviation. There were Chi-Square, one-way ANOVA correlation analysis and t-test for correlation analysis. The study indicated that New Gen clients’ satisfaction in credit services of BAAC Bank was in high level. The most satisfied category was service environment while marketing promotion was the least satisfied from clients. Results from correlation analysis between personal factors and credit service choosing behaviors showed that age, career, level of education, and monthly incomes related to New Gen clients’ service consumption behavior. The comparison between personal factors revealed that gender, age, career, level of education, and monthly incomes affected personal satisfaction on credit services for all factors and each part differently, However, neither all satisfaction nor sectional satisfaction was affected by status in the same way.