ATTITUDE AND CUSTOMER BEHAVIOR EFFECT TO CREDIT CARD OWNER SATISFACTION: A CASE STUDY OF GOVERNMENT SAVING BANK IN SAKON NAKHON PROVINCE, THAILAND

Supassara  Sanitchon; Phurichchaya Taeporamaysamai; Jarita  Hintao

Supassara Sanitchon Graduate Student of Kasetsart University, Thailand
Phurichchaya Taeporamaysamai Department of Business Management, Faculty of Liberal Arts and Management Science, Kasetsart University, Thailand
Jarita Hintao Department of Business Management, Faculty of Liberal Arts and Management Science, Kasetsart University, Thailand

Abstract

The present study aimed to investigate customer attitudes and behavior influencing satisfaction of credit-card holders of Government Savings Bank, Sakon Nakhon. Specifically, it intended to explore these four aspects: 1) customer attitudes affecting satisfaction of credit-card holders of Government Savings Bank; 2) customer behavior affecting the credit-card holders; 3) variations of customer attitudes differently affecting their satisfaction; 4) variations of customer behavior differently affecting their satisfaction. The sample in this study included 290 credit-card customers of Government Savings Bank, Sakon Nakhon. A questionnaire was employed to collect the data; the collected data were analyzed by descriptive statistics and inferential statistics including the Pearson Product-Moment Correlation and Multiple Regression Analysis.
The results demonstrated that different customer attitudes had different effects on satisfaction of the credit-card holders of Government Savings Bank without statistical significance. In particular, different attitudes differently influenced cognitive component and affective component at a statistical significance level of 0.01. Different behavior differently influenced satisfaction of the credit-card holders without statistical significance. Specifically, different behavior impacted their satisfaction in respect of products, promotion and physical evidence at a statistical significance level of 0.05.