The Quality of Land and Building Tax Collection Services that Affect the Image of the Treasury Department of Tha Muen Ram Subdistrict Administrative Organization, Wang Thong District, Phitsanulok Province

Abstract

The objectives of the research were 1) to study the opinion of service receivers on service quality of the treasury department of Tha Muen Ram sub-district administrative organization, Wang Thong district, Phitsanulok province, 2) to investigate the perspective of service receivers on the corporate image of the treasury department of Tha Muen Ram  sub-district administrative organization, Wang Thong district, Phitsanulok province, and 3) to explore the effect of service quality on the corporate image of the treasury department of Tha Muen Ram sub-district administrative organization, Wang Thong district, Phitsanulok province. The research was the survey research. The sample group were 317 people who response for paying land and building. The results shown that most of the respondents were male, aged between 41-50 years old, working as a farmer, completed primary education, and had an average monthly income of 20,001-30,000 baht. The service quality of the treasury department of Tha Muen Ram Sub-district organization, Wang Thong District, Phitsanulok Province indicated that the responding to customers aspect had an average of 4.87, at the highest level. Tangible or physical services, credibility-building aspects, attention  and confidence-building had an average to 4.76, 4.64, 4.63 and 4.56, respectively. All five variables affected the corporate image of the treasury department of Tha Muen Ram Subdistrict organization, Wang Thong District, Phitsanulok Province by 42.1 percent.