Factors Affecting the Decision Making in Choosing the Service of Financial Transaction of customers of Thailand Post Co., Ltd. Case Study Don Chedi Post Office, Suphanburi Province

Abstract

The objectives of this research were to 1) study the level of attitude factors, service quality factors, and decision making in choosing the service of financial transaction, and 2) Study of attitude factors and service quality factors that affected the decision making in choosing the service of financial transaction of customers of Thailand Post Co., Ltd. a case study Don Chedi Post Office, Suphanburi Province. The samples were 345 customers. A questionnaire was used to collect data. The statistics used for data analysis were descriptive statistics consisted of frequency, percentage, mean, standard deviation and inferential statistics was multiple regression analysis.

The research results found that: 1) the level of attitude factors and service quality factors in the overall were at a high level and the level of decision making in choosing the service of financial transaction in the overall were at a highest level. 2) Attitude factors that affected the decision making in choosing the service of financial transaction consisted of cognitive and trust. And service quality factors that affected the decision making in choosing the service of financial transaction consisted of reliability and assurance at statistical significance at the .05 level.