Studying ways to increase satisfaction with the application GHB ALL BFRIEND of customers Debt Management Department Bangkok and surrounding areas

Abstract

The study aimed to investigate the satisfaction levels of customers from the Debt Management Department of the Bangkok Metropolitan Administration (BMA) and its metropolitan areas in using the GHB ALL BFRIEND application. The objectives were to understand the perceived ease of use, perceived usefulness, and overall satisfaction with the application among customers. The research utilized online questionnaires administered to a sample of 250 customers from the Debt Management Department of BMA, who had experience using the GHB ALL BFRIEND application. Data was collected through convenient online survey responses and interviews with five customers who had used the application.

            Quantitative data analysis revealed that the majority of respondents were female, aged between 31-40 years, with a bachelor's degree or equivalent education. Most of them worked as employees in private companies and had used the GHB ALL BFRIEND application more than once, primarily for debt consolidation applications, accounting for 78.80%. The findings indicated that customers faced significant issues when using the application, with problems occurring frequently and lasting more than 30 minutes each time.

            Regarding the perceived ease of use (PEOU) and perceived usefulness (PU) of the GHB ALL BFRIEND application, the results suggested that customers found the application challenging to use, lacking clarity, and involving memorization of complex procedures. Consequently, this negatively impacted customer satisfaction with the application.

            Qualitative data from interviews with five customers, consisting of four females and one male, aged 31-40 years with varying education levels and professions, provided additional insights. All interviewees had used the GHB ALL BFRIEND application more than once and expressed dissatisfaction with its current usability. The main reasons included the application's complexity, difficulty in understanding the usage procedures, and system failures leading to time wastage. These findings collectively contributed to low satisfaction levels among the interviewed customers.

            In conclusion, the study suggested recommendations to enhance customer satisfaction with the GHB ALL BFRIEND application. The most effective solution, based on the highest average scores for problem resolution, was to improve customer awareness through increased public relations efforts, providing clearer information on the application's usage procedures.