Service Quality Factors affecting the decision to apply for membership of Bartercard (Thailand) Company Limited, Thonglor Branch

Abstract

The objectives of this research were 1) To study levels of Service quality factor, Business supporting factor, and Decision to apply for membership of Bartercard 2) To study the differences in general information among entrepreneur members of the Thonglor branch and 3) To analyze and synthesize Service quality factor and Business support factor affecting level of decision to apply for membership of Bartercard (Thailand) Company Limited, Thonglor Branch. This research applied quantitative method. The sample used in this research was 200 entrepreneur members of the Thonglor branch. The research tool was a questionnaire created by studying literatures and relevant researches along with using the tools for collecting data from the sample which covered the contents and objectives of the study. The statistically analyzed variables were used to create a questionnaire for collecting data with the informants to gain insights.

The research found that

The weighted average of the Service quality factor in all 4 aspects was 3.14. The S.D. value was 0.96, which was considered high. Service tangibility factor, Reliable factor and Customer fulfillment factors were the top-3 factors with the highest weighted average, with mean values of 3.19, 3.17 and 3.15. All of which were considered high with S.D. values of 1.03, 0.94 and 0.92 respectively. Quickness factor had the lowest weighted average, 3.05, with an S.D. value of 0.95, which was considered moderate.

The weighted average of Business support factor in all 3 aspects was 3.14. The S.D. was 0.85, which was considered high. Promoting evolving funds factor and Convenience factor were the first two factors with the highest weighted average, with mean values of 3.19 and 3.14. All of which were considered high with S.D. values of 0.84 and 0.89 respectively. Promoting business network factor had the lowest weighted average, 3.09, with an S.D. value of 0.83, which was considered moderate.

Level of decision to apply for membership.in all 5 aspects had a weighted average of 3.06 with an S.D. value of 0.90, which considered moderate. Security had the highest weighted average which was 3.14 with an S.D. value of 0.82, which was considered high, followed by Understanding customers with an average weight of 3.12, with an S.D. value of 0.94, which was considered high, Communication with a weighted average of 3.10 with an S.D. value of 0.83, which was considered moderate. and Fulfillment of needs with a weighted average of 3.09 with an S.D. value of 0.96 respectively. Economy had the lowest weighted average, 2.89 with an S.D. value of 0.96, which was considered moderate.