Service quality influencing behavioral intention of government housing bank users (headquarters)

Abstract

The purposes of the study on service quality influencing behavioral intention of Government Housing Bank users (headquarters) were to explore opinions, behavioral intentions, and service quality that influenced the Government Housing Bank (Head Office) users’ behavioral intention. The samples used in this study were 222 customers who came to the Government Housing Bank from 9.00 am to 11.00 am and 1.00 pm to 3.30 pm. They were chosen by the systematic sampling method. The statistics used for data analysis were frequency, percentage, mean and standard deviation. The hypothesis was tested with correlation coefficient (R) and regression analysis at significant level of 0.05. It was found that Government Housing Bank (headquarters) users were mostly females between 31 and 50 years old with bachelor degrees working for the state enterprise and earned the average monthly income over 30,000 Baht. The level of the quality service was high revealing the service with attention, trustworthiness, reliability, and intention. Tangible services and behavioral intentions were at a high level, including the buying intention, word-of-mouth behavior, complaint behavior, factors on price sensitivity, and the service quality which influenced the behavioral intention of the government housing bank (Headquarters) users at the 0.05 level of significance.