Service Quality of the Bank for Agriculture and Agricultural Cooperatives: A Case Study of Ao Luek Branch, Krabi Province

Abstract

          The objectives of this research were: (1) to examine the quality of service provided by the Bank for Agriculture and Agricultural Cooperatives (BAAC), Ao Luek Branch, Krabi Province; and (2) to compare differences in personal factors—namely gender, marital status, age, educational level, primary occupation, monthly income, service department accessed, frequency of service usage, and duration of being a BAAC customer—and their relationship to opinions on service quality. A total of 385 respondents were surveyed using a structured questionnaire. Data were analyzed using statistical software to obtain both descriptive statistics, including frequency, percentage, mean, and standard deviation, and inferential statistics, including t-test, Z-test, and one-way analysis of variance (One-Way ANOVA), with a significance level set at .05. The findings indicated that the overall quality of service at the BAAC Ao Luek Branch was rated at a high level. When analyzed by individual dimensions, the highest-rated aspects were: understanding and knowledge of customers, reliability of services, responsiveness to customer needs, tangibility of service provision, and assurance in service delivery. Moreover, the comparison of differences in personal factors—including gender, marital status, age, educational attainment, occupation, monthly income, service department accessed, frequency of service usage, and duration of being a customer—revealed no statistically significant differences in opinions regarding the quality of service provided by the BAAC Ao Luek Branch.