The effect of service quality and customers' satisfaction on their repurchase intention of Tisco bank's hire purchase department

Abstract

This research aimed to study is to investigate the influence of service quality and customers’ satisfaction on their repurchase intention toward car loan by Tisco Bank. This study is survey research by the sample group was the customer of Tisco Bank, use questionnaire for the sample group total 250 respondents. The research found that The majority of the respondents by gender is female, age between 31 – 40 years, single, graduated Bachelor’s degree, occupation private company employee and monthly income 15,000 – 25,000 Baht. The analysis of service quality, the result of the study in Tangible Dimension, Reliability Dimension, Responsiveness Dimension, Assurance Dimension and Empathy Dimension by the respondents indicate opinion with total high level. The analysis of customer satisfaction, the result of the study in Continuous Service by the respondents indicate opinion with total highest level and the result of the study in Equitable Service, Timely Service, Ample Service and Progressive Service by the respondents indicate opinion with total high level. The analysis of repurchase intention, the result of the study in repurchase intention by the respondents indicate opinion total highest level. The analytical results for hypothesis testing, the result that in term of service quality; Tangible Dimension, Responsiveness Dimension and Empathy Dimension influence to repurchase intention of existing customers and the result indicated the factors of consumer satisfaction; Equitable Service, Timely Service, Ample Service, Continuous Service, and Progressive Service influenced the repurchase intention of customer in the car loan by Tisco Bank.