ความพึงพอใจของลูกค้าธนาคารออมสินในจังหวัดสมุทรสาครที่มีต่อสลากออมสิน

Abstract

This independent study aimed at examining the importance and satisfaction levels of customer of the Government Savings Bank in Samut Sakhon Premium Saving Certificates. Questionnaires were used as the tool to collected data from 400 people who bought the Premium Saving Certificates. All data obtained were analyzed by the use of descriptive statistics, including frequency, percentage and mean. Based upon the result of the study, most respondents were single female aged between 21 – 30 years old with the Bachelor’s degree. They were mostly the public company employee earning average monthly income at the amount of 15,000 – 25,000. They had become the customer of this bank for 1 – 5 years. Buying the Premium Saving Certificates its less than 15,000 baht per time and the total of Premium Saving Certificates at the amount of less than 50,000 baht. The findings presented that the respondents paid the highest importance on sub factors of all marketing mix factors were as follows. In Product factor, the highest importance was for the Premium Saving Certificates is identical collateral to secure repayment of a loan. In Price factor, the highest importance was for the Price per Unit. In Place factor, the highest importance was for these prizes can be awarded at all branch. In Promotion factor, the highest importance was for the souvenir for when the customer opened the new account or the festival. The findings presented that the respondents paid the highest importance on sub factors of all marketing mix factors were as follows. In Product factor, the highest satisfaction was for the security and reputation of this bank. In Price factor, the highest satisfaction was for the Price per Unit. In Place factor, the highest satisfaction was for the depositing the Premium Saving Certificates be able to deposit at all branch. In Promotion factor, the highest satisfaction was for the public relation and giving the information of the Premium Saving Certificates by event marketing. According to the Important Performance Analysis: IPA, the findings presented that sub factors, as found in Quadrant A : the sub factors that were urgently needed to get improved, were the souvenir for when the customer opened the new account or the festival, the compete for the prize or reward such as gold, the period time of Premium Saving Certificates related with the investment. Buying by Internet Banking System, The prize or reward are related with the investment and the internet advertising such as website, Facebook or Line.