Services quality that effect to selection decision of saving cooperative for member in Bangkok metropolitan (area 1-2)

Abstract

The objectives of this study were to study personal factors, service quality, and the decision to choose the service of savings cooperatives in Bangkok to study personal factors that affect the decision to choose the service of savings cooperative members in Bangkok, and to study the quality of service that affects the decision to choose the service of savings cooperative members in Bangkok. The population was 1,210,043 savings cooperative members in Bangkok in 2019. The samples were randomly selected from the population by Purposive Sampling of 400 people. The sample size was determined according to Taro Yamane method. The data was analyzed using descriptive statistics such as frequency, percentage, mean and standard deviation. The inferential statistics were: independent sample T-test, one-way ANOVA analysis, Pearson's Correlation Coefficient and Multiple Regression Analysis. The study results showed that the overall service quality level of savings cooperatives in Bangkok was high. The aspects that the sample group thought was of the highest quality was the facilities and responses to member services. The most important factors affecting the decision to use the services of the sample group were human resource development and service development. The study hypothesis test showed that personal factors namely age and membership duration in a savings cooperative affected the decision to use the service of savings cooperative member in Bangkok at a significant level of 0.05. The cooperative members aged 26-35 years focused on service development less than those aged 46 years and over at the statistical significance of 0.05. The group of 16-year membership focused more onservice development than those at the group of 6-10 year membership and the group of 11-15 years of membership at a significant level of 0.05. The service quality factors on trustworthiness, confidence, and knowing and understanding service recipients had a positive influence on the decision to use the savings cooperative service on cooperative business development aspect at the significant level of 0.05. The service quality factors on trustworthiness, confidence, and knowing and understanding service recipients had a positive influence on the decision to use the savings cooperative service on human resource development aspect at the significant level of 0.05. The service quality factors on trustworthiness and knowing and understanding service recipients had a positive influence on the decision to use the savings cooperative service on service development aspect at the significant level of 0.05. The service quality factors on confidence and facilities had a positive influence on the decision to use the savings cooperative service on service area development aspect at the significant level of 0.05.