Re-designing banking services: A case of a government-owned bank in Thailand

?Since the revolution of the finance and banking industry in Thailand in 2007, the implementation of good banking services has become extremely important to many banks in Thailand. The current study, therefore, intended to determine set of service quality and value dimensions that were vital importance to a government-owned bank (GOB) and its customer satisfaction. This was done through seven key performance attributes, namely Tangible, Reliability, Responsiveness, Assurance, Empathy, Price, and Differentiation. Questionnaires were distributed, covering all branches in CBD area of Nakhonratchasima province. The results showed that majority of customer respondents satisfy in reliability while neither satisfy nor dissatisfy in tangible service quality dimension. Given this respect, it is interesting to learn that the tangible factor was identified as the most importance service quality dimension to GOB customers.