Service Quality and Knowledge Competency of Employee on Satisfaction of Users of Saving and Credit Cooperative, Limited, in Phuket

Abstract

The objectives of this research were: 1) to study the level of service quality factors, employee knowledge competency factors, and satisfaction factors, and 2) to examine the relationship between service quality and knowledge competency on the satisfaction of members using a savings cooperative in Phuket Province. This study was quantitative in nature. The sample consisted of 289 members who used the services of the cooperative. A questionnaire was employed as the research instrument, and data were analyzed using percentages, mean, standard deviation, correlation analysis, and multiple regression analysis.

The results showed that the respondents’ opinions on service quality factors and employee knowledge competency factors were at a high level overall, while satisfaction factors were at the highest level overall. Hypothesis testing indicated that service quality was positively and significantly related to the satisfaction of members using the savings cooperative in Phuket Province. Considering each component, effectiveness and customer assurance, accessibility, pricing, tangibility of service, product and service offerings, and reliability were all positively and significantly related to satisfaction. Moreover, employee knowledge competency was positively and significantly related to satisfaction. When examining each component, knowledge regarding loans and knowledge regarding public relations were positively and significantly related to satisfaction.