ปัจจัยที่มีผลต่อลูกค้าธนาคารกสิกรไทย จำกัด (มหาชน) ในการเลือกใช้บริการทางการเงินจากธนาคารพาณิชย์ผ่านโทรศัพท์มือถือ ในเขตเทศบาลนครเชียงใหม่

Abstract

The present study has the objectives to examine the factors affecting the choice of Kasikorn Bank’s customers in Chiang Mai Municipality area to use K-mobile Banking Plus services and to understand their behavior and satisfaction related to their use of the services. The needed information for the investigation was collected by questionnaire interview from 400 samples of Kasikorn Bank’s customers. The analysis was based on the results of descriptive statistics and the samples’ importance ranking of seven marketing is product, price, place, promotion, people, process, physical evidence mix factors as well as the expression of level of customers’ satisfaction with various factors using Likert scale rating method.

The study found that the majority of sampled K-bank customers could be described as female, married, 39 years old on the average, bachelor’s degree graduate, employed in private business company, and having monthly income in the range of 10,000 – 20,000 baht. All marketing mix factors appeared to exert an overall high influence on the K-bank customers’ choice to use the K-mobile Banking Plus services. However, the most influential factor was found to be product for the attributes of convenient and speedy services for information access and sending, and high system security. The second most important factor was place for the reason that customers can make

financial transactions 24 hours per day and at everywhere accessible to internet. And this was followed by the reliability of this Bank’s operation. The samples under study have used the K-mobile

Banking Plus services for one year on the average, mostly through cellular phones using TrueMove followed by AIS, and DTAC networks, respectively. All of them indicated they used K-mobile Banking Plus services for topping up their prepaid mobile phone services, and to a lesser extent for money transfer from their accounts to other people’s or other entities’ accounts in the Kasikorn Bank as well as other banks, and also for checking and monitoring money term deposits and transfers. They generally made financial transactions four times per week on the average and often during 6.00 – 12.00 a.m. The satisfaction with overall K-mobile Banking Plus services was rated at high level. Specifically, the high satisfaction was placed firstly on the factor of product, secondly on the place factor, and then the factor of reliability and image of the Kasikorn Bank.