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