Customer Service Impacts on Bank Policy in Bangkok, Thailand

Paul James



Becoming more customer focused in the banking industry of Thailand and measuring service quality levels is beginning to be understood to be a very useful tool to help manage the relationship between the business and its main stakeholder. This paper interogates a broader, deeper and more involved understanding of the issues generated within the Thai service-banking context; and to consider more implicitly the issues and questions raised, this empirical groundwork utilised an interpretive approach to understand the perceptions of bank customers.

The population for this research were new customers of 6 months or less and had recent and on-going experiences of local bank practices, reflecting the criteria of theoretical purpose, relevance and appropriateness. A random sampling process targeted to a closed list of new customers (385) who spoke adequate levels of English was applied – all respondents were Thai resulting in a total of 18 customers determined as the resultant sample frame.

Overall results, included 5 Key-themes (Staff Related; Service Process; Technology/Media; Product Related; and Customer Related) and 25 sub-themes distributed across three areas (Service Design Elements; Service Delivery Elements; and Post-Service Management). The limitations of such a small study should be noted. These results may be considered adequate for exploratory analysis only and a larger, more involved study is needed to validate the present study.

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Asian Journal of Finance & Accounting ISSN 1946-052X


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