Abstract

The objective of this research is to study the effects of services quality on customer
satisfaction from counter service of Krung Thai Bank Public Company Limited, Exchange
Tower branch; compare the difference among Thai and foreign customers who use the
service at the bank’s counter. The target customers are classified by their personal features in
service such as deposit balance, frequency of using the service, type of service used and etc.
The research uses Convenience Sampling, a non-probability sampling technique in the total
400 customers who use the service at counter of Exchange Tower branch, Krung Thai Bank
Public Company Limited. Questionnaires are distributed by researcher as a tool for data
collection, which was analyzed by SPSS (Statistic Package of Social Sciences).

This research assumes that the independent variables (X) will have the effect on the
dependent variable (Y). Independent variables are divided into two main factors which are
customer information and SERVQUAL evaluation. Customer information is subdivided to
customer type, deposit balance, period of being bank’s customer, frequency of using the
service, types of service used and account used as main account. SERVQUAL evaluation
structured by 5 elements; Reliability, Assurance, Tangibles, Empathy and Responsiveness.
Customer satisfaction from counter service of Krung Thai Bank, Exchange Tower branch is
dependent variable in this study.

The study contained introduction, literature review and research methodology.

Introduction part consisted of introduction, statement of problem, scope of study, research
objectives, research questions, significant of study and limitation of the study. Literature
review part comprised of definitions of related independent variables, related theories and
previous research studies. Lastly, research methodology part included conceptual framework,
population and samples, research instrument, data collection, research hypothesis and data
analysis and statistical tools.

Keywords: Quality of service, at counter, Krung Thai bank