Services Development Guidelines of Maejo University Thrift and Credit Cooperative Limited

Abstract

              This study had an objective to study the service quality and service development guidelines of Maejo University Thrift and Credit Cooperative Limited. Questionnaires, in-depth interviews, and focus group discussions were used to collect the study data. Percentage, mean, standard deviation, t test, and analysis of variance were used in the data analysis.

              The study results showed that the cooperative had very good overall service quality. Characteristics of customer service employees obtained the highest scored, while the other aspects: communication, reliability, customer service standard, and safety, received lower scores respectively. Furthermore, cooperative’s members with differences in their ages, educational achievements, incomes, and ages of membership, had significantly different opinions at the 95% significance level upon the quality of the cooperative’s service. However, gender differences had not significantly resulted in different opinions among the members.

              For service development guidelines of the cooperative, 2 guidelines were applied. The first guideline - System Development, was to use modern service technologies – mobile transaction, ATM, and counter service, to serve the cooperative’s members. The other guideline - Service Enhancement, was to improve 4 involving aspects of the cooperative’s service which were 1) service evaluation, 2) personnel development, 3) communication with members, and 4) members’ welfare.