A STUDY OF THE QUALITY OF SERVICE THAT INFLUENCES THE SERVICE LOYALTY OF THE GOVERNMENT SAVING BANK AT THANON PHETCHABURITUDMAI BRANCH

Abstract

          The purpose of this research was to study the quality of services that affect the service loyalty of the Government saving Bank at Thanon Phetchaburitudmai Branch. The questionnaire was used as a tool to collect data. Samples were collected from 400 people in Bangkok. The statistics used in the data analysis were descriptive statistics, percentage, mean and standard deviation. The inferential statistics included independent samples t-test, regression analysis, and reference statistics used to test the hypothesis at the significance level of 0.05. The results showed that the majority of respondents were female, accounting for 53.25% of all samples. Age range from 31-40 years old, occupation as a government official / state enterprise. Average monthly income HB 15,001-25,000. When using regression analysis, it was found that satisfaction factor in quality of service is reliability tangible and responsiveness has a positive influence on the service loyalty of the Government saving Bank at Thanon Phetchaburitudmai Branch  the statistical significance at 0.05. In the same direction is positive, which is consistent with the assumptions set. Assurance and empathy factor did not have a positive influence on the service loyalty of the Government saving Bank at Thanon Phetchaburitudmai Branch. No statistical significance.