Service Quality Improvement in Thai Retail Banking and its Management Implications

Abstract

At the retail level, service quality is a key factor in consumer satisfaction with his or her bank. This article examines commitment to and emphasis within service quality. Despite the rapid growth in electronic banking it was found that in Thailand the emphasis has been on improving personal counter services. A model for investigating service in a retail banking environment is set out in the article. The Thai banking system has undergone dramatic changes in competition and higher customer expectations by providing new services, introducing low-interest strategies and conducting promotional campaigns (Consumer Banking, 2001; Pukapan &

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