Commercial Bank Service Quality: Chonburi Province, Thailand.

Abstract

The objective of this research is to find the variables which affect bank service quality in Thailand’s Chonburi Province. The bank service quality identify in 2 difference bank sizes, large and small as the service quality variables must be different. The results show that large bank customers ranked the importance of service quality variable in this way: customer trust was first, then, how well the bank recognized customer needs, having confidence in the bank’s service quality, the bank’s staff team work, the ability to provide quick service, the bank’s physical appearance and finally, the bank’s advertising. The large banks needed to improve the speed of service delivery because some customers complained their branch was so crowded they had to wait too long to be served..New service methods had to be implemented. Employee product knowledge also needed to be improved because a big bank’s business was not limited to offering loans. It also sold insurance. Customers also noted the importance of the bank’s physical appearance, which not only measured the quality of the building itself, but also the quality of the appearance of staff uniforms. Small bank customers prioritized the importance of service quality variables as follows: quick service delivery was first, followed by teamwork. Since small banks have fewer customers this can allow them to provide faster service. Customers also noted that fewer staff also seemed to allow staff to coordinate with each other better.