ความพึงพอใจของนักศึกษาในสถาบันการธนาคารในนครหลวงเวียงจันทน์ สาธารณรัฐประชาธิปไตยประชาชนลาว ต่อการใช้บัตรนักศึกษาแบบบัตรเอทีเอ็มของธนาคารการค้าต่างประเทศลาว

Abstract

This independent study aims to examine satisfaction of Banking Institute students in Vientiane, Lao PDR. towarding student ATM card of Banque Pour le Commerce Exterrieur Lao Public. Samples of this study were identified to 370 students registering on courses at the Banking Institute. Questionnaires were used as the tool to collect data. Data obtained were, then, analyzed by the use of descriptive statistics, consisting of frequency, percentage, and mean. The findings presented that most respondents were female in the age of 18-22 years and studied in Bachelor’s degree. They were students, whose monthly income was lower than 1,500,000 Kip. They frequently used ATM service more than once in a month, during 12.01-18.00 hrs. on Monday. The Major Reason of using ATM service was its daily at 24-hour service. The most benefit as gained from ATM service was the ability to get cash withdrawal service. Place where they mostly took the service from was at the front of Banking Institute. In each time, they made money withdrawal at the amount of 50,000-150,000 Kip. Major problem in using ATM service was the frequent error of ATM machine. The results of the study on service marketing mix revealed that in an overview (at the mean value 3.57), factors namely product/service (at the mean value 3.83), people (at the mean value 3.77), process (at the mean value 3.59), and physical evident (at the mean value 3.53) respectively affected the satisfaction of respondents towards student ATM card of Banque Pour le Commerce Exterrieur Lao Public at high level. In the meanwhile, factors namely promotion (at the mean value 3.49), place (at the mean value 3.42), and price (at the mean value 3.37) respectively affected their satisfaction at a moderate level. Regarding product factor, the findings showed that in an overview, their satisfaction was ranked at high level (at high level 3.83). The top satisfying element was the fame of the bank and the reliance of customers (at high level 4.34) and the last satisfying element was beautiful design and colors of the card (at a moderate level 3.41). In price factor, the finding showed that in an overview, their satisfaction was ranked at moderate level (at a moderate level 3.37). The top satisfying element was the ATM transaction fee as determined by the of Banque Pour le Commerce Exterrieur Lao Public (at a moderate level 3.48) and the last satisfying element was the short message service (SMS) fee (at the mean value of 3.26). In place factor, the findings showed that in an overview, their satisfaction was ranked at moderate level (at a moderate level 3.42). The top satisfying element was the safety location of ATM machine (at high level 3.50) and the last satisfying element was the sufficient number of ATM machines to thoroughly serve customers (at a moderate level 3.31). In promotion factor, the findings showed that in an overview, their satisfaction was ranked at moderate level (at a moderate level 3.49). The top satisfying element was the advertisement on media such as radio, television, magazine, newspaper, and etc. (at high level 3.69) and the last satisfying element was the circulation of service news and information via brochure, leaflet, and poster (at a moderate level 3.29). In people factor, the findings showed that in an overview, their satisfaction was ranked at high level (at high level 3.77). The top satisfying element was the polite and reliable personality and dressing of staff (at high level 4.01) and the last satisfying element was the fair advises and services that the staff provided to customers (at high level 3.60). In physical evidence factor, the findings showed that in an overview, their satisfaction was ranked at high level (at high level 3.60). The top satisfying elements were the security of the users themselves as they did not need to carry a large amount of money and the international standard security protection system for ATM money transactions (at high level 3.80) and the last satisfying element was the clean surroundings where the ATM machines were installed (at a moderate level 3.26). In process factor, the findings showed that in an overview, their satisfaction was ranked at high level (at high level 3.59). The top satisfying element was the correct information appeared on the card in accordance with the information given to the bank (at high level 3.79) and the last satisfying element was the procedures and times being spent for producing a card after the application process was finished (at a moderate level 3.29).