X =4.32, s.d. = 0.47)

(X =

4.41, S.D. = 0.49)

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1, ii-^fn

Factors an affect of customer satisfaction on the Small and Medium Enterprise

Development Bank of Thailand Ayutthaya Branch

ABSTRACT

The purpose of this research was (1) To study customer service usage behavior. Small and Medium

Enterprise Development Bank of Thailand, PhraNakhon Si Ayutthaya Branch (2) To study the marketing mix (7'P)

in providing loans. Small and Medium Enterprise Development of Thailand, PhraNakhon Si Ayutthaya Branch,

Quantitative Research Methodology Population and sample groups are users of Small and Medium Enterprise

Development Bank of Thailand, PhraNakhon Si Ayutthaya Branch. The tools for collecting data were

questionnaires, statistical analysis, including frequency, percentage, mean, standard deviation. One way Anova and

LSD (Least - Significant Different)

Results of the study found that (1) To study the marketing mix (7'P) in the provision of credit services

Small and Medium Enterprise Development of Thailand PhraNakhon Si Ayutthaya Branch consists of;

Regarding the most products, it was found that the amount of installments paid in each installment is

appropriate, with an average value ( X = 4.41, S.D. = 0.49).

As for the most price, it was found that average loan interest rate is low ( X = 4.40, S.D. = 0.49)

Regarding the channels of providing credit services, most found that the bank has many branches covering

the service areas with an average value (X = 4.46, S.D. = 0.50).

In terms of marketing promotion, it was found that CSR activities were organized to promote the image of

the bank with an average value ( X = 4.41, S.D. = 0.49).

Regarding the service provided by the employees the most, found that the staff are well-mannered, good-

natured, friendly, average ( X = 4.48, S.D. = 0.50)

Regarding the loan application process, it was found that time for rejecting or delaying the project have

definite time period with average value (X = 4.32, S.D. = 0.47)

Regarding the physical environment, it was found that having sufficient light and having an average (X =

4.38, S.D. = 0.48)

Keywords: Satisfaction of service

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14

Engel, James F., Blackwell, Roger D. and Miniard, Paul W. (1993).Consumer Behavior.7th ed. Fort Worth : The

Dryden Press.

mi7^Qt irff f?m. (2538).

Schiffman, L. G., &Wisenblit, J. L. (2015).Customer behavior (1 lthed). New Jersey: Prentice Hall

. (2553).

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