Customer-Centricity of Government Savings Bank in Bangkok

Abstract

The study determined the customer-centricity of government saving banks in Bangkok, Thailand. Specifically, it also looked into the customer-centricity on customer-focused leadership, understanding the customers, empowering the front line, metrics that matter, feedback that drives continuous improvement, and designing the experience. Further, it also looked into the level of impact of banks: more business opportunities, increased revenue, a better image of customer satisfaction and better business sustainability; and the relationship between impact and level of customer-centricity of officers/managers and the clients. The research used the descriptive correlation research design. There were 562 respondents. Questionnaires were used to gather the data needed in the study. The statistical treatment of data consisted of mean score to determine the level of customer-centricity, the banks' impact, and the correlation analysis to discover the relationship of the customer-centricity and impact of the banks. On the findings of the research, the customer-centricity of the government savings bank in Thailand has excellent management of the following: (a) Customer-focused leadership, (b) Understanding your customer, and (c) Empower front line. While the customer-centricity of officers or managers and clients of the government savings bank in Bangkok has good management in terms of the following:(a) Metrics that matter, (b) Feedback that drives continuous improvement, and (c) Design the experience.