SERVICE QUALITY OF SIAM COMMERCIAL BANK BURIRAM BRANCH, BURIRAM PROVINCE

Abstract

The purpose of this research was to study and compare the service quality of Siam Commercial Bank, Buriram Branch, Buriram Province, classified by customers’ personal factors. The population consisted of customers who used the services at Siam Commercial Bank, Buriram Branch, between January 1 and March 31, 2025. A total of 384 respondents were selected based on a sample size calculation for an unknown population. The research instrument was a Likert-scale questionnaire that had been verified for validity and reliability. The statistical methods used for data analysis included percentage, mean, standard deviation, t-test, One-way ANOVA, and Scheffé’s method for pairwise comparison.

            The research findings revealed that: (1) The overall opinions of customers toward the service quality of the Siam Commercial Bank, Buriram Branch, were at a high level, reflecting the branch’s ability to maintain strong fundamental service standards. When considering each aspect, the highest mean score was found in the area of adequate service, indicating its potential as a key competitive advantage that should be sustained. Conversely, equitable service received the lowest mean score, suggesting an area that requires managerial attention in strategic planning to ensure that all customer groups receive fair and consistent service standards, supported by continual improvements in technological integration. (2) Customers with different genders, ages, and educational levels showed no significant differences in their opinions toward the bank’s service quality. This finding indicates that any improvements in service quality will have a positive impact on enhancing customer satisfaction across all target groups.