Guidelines Impressive Services for Excellent Image of Specialized Financial Institutions in the Digital Era

Authors

  • Mr.Parinya Niampoon, Assistant Profressor Dr.Pairat Pornpundejwittaya, [Profressor Dr.Thanin Silpcharu

Abstract

The quality of service is the factor of success in the competitiveness of specialized financial
institutions under the fast changing and highly uncertain economic environment. Therefore, the purpose of this
research is studying for the guideline impressive services for excellent image of specialized financial
institutions in the digital era. Conducting research both qualitative and quantitative methods. Quantitative data
is the result of interviewing 500 specialized financial institution executives from branch manager level or
equivalent level, using descriptive statistics, reference statistics and multiple statistics. The results from the
study show that the guideline impressive services for excellent image of specialized financial institutions in the
digital era which has the highest mean 1. Organization Policy is developing the structure of the organization to
support work process towards the digital age (Digital Organization), 2. Operational Staff is being aware of
keeping customers' private information as confidential, not disclosed the information to others except with the
consent of the customer, 3. Financial Technology is adopting modern technology to create safety systems
dealing with new threats in the future, and 4. Facility Management is obtaining security systems in all service
areas, and capable of protecting customers anytime while using the service. The hypothesis testing shows that
Specialized Financial Institutions located in Bangkok and suburb area and Specialized Financial Institutions
located in provincial areas value the importance of the fine service for the excellent profile of Specialized
Financial Institutions differently with statistical significance at the level of 0.05. The results of the analysis of
the developed structural equation model have qualified the criteria for evaluating consistency and empirical data
with the probability of chi-square equal at 0.107, the relative chi-square at 1.167, the consistency index at 0.971
and the root index of the mean squared error approximation at 0.018.

Published

2020-05-30

Issue

Section

Articles