PERCEIVED PERFORMANCE, SERVICE SATISFACTION, AND PERCEIVED GOVERNANCE FACTORS INFLUENCE MEMBERS' REPEATED USE OF SERVICES: A SAVINGS COOPERATIVE IN SONGKHLA PROVINCE

Abstract

This research examined Perceived performance, service satisfaction, and perceived governance factors influenced members' repeated use of services: A Savings Cooperative in Songkhla Province. The findings revealed that perceived operational performance in terms of finance, membership, operational development, and organizational development had a statistically significant positive effect on repeat service usage at the 0.05 level. Service satisfaction, specifically equitable, timely, adequate, continuous, and progressive service, also had a statistically significant positive effect on repeat service usage at the 0.05 level. Furthermore, perceived good governance encompassing the rule of law, transparency, participation, accountability, and cost-effectiveness had a statistically significant positive effect on repeat service usage at the 0.05 level. However, the principle of ethics did not have a statistically significant effect on repeat service usage at the 0.05 level.

Keywords: Perceived Performance, Service Satisfaction Level, Perceived Good Governance, Repeat Service Usage