Personal Factors, Service User Behavior, and Service User Satisfaction with the Bank for Agriculture and Agricultural Cooperatives, Bueng Sam Phan Branch, Phetchabun Province.

Abstract

This research aimed to study personal factors, service user behavior, and customer satisfaction with the Bank for Agriculture and Agricultural Cooperatives, Bueng Sam Phan Branch, Phetchabun Province. This research employed a quantitative research methodology. The population consisted of 370 customers of the Bank for Agriculture and Agricultural Cooperatives, Bueng Sam Phan Branch, Phetchabun Province. The research instrument was a questionnaire. Data were analyzed using the mean and standard deviation. The results revealed that, overall, customers who used the services differed in terms of gender, age, occupation, and average monthly income. The level of service user behavior at the Bank for Agriculture and Agricultural Cooperatives, Bueng Sam Phan Branch, was high, with post-service behavior having the highest mean score. Service-use decision-making, information search, evaluation of alternatives, need recognition, and customer satisfaction with the services were also at a high level. Among the dimensions of customer satisfaction, courtesy and friendliness of service providers had the highest mean score, followed by service quality, service coordination, convenience received from the service, and information received from the service, respectively.