ภาพลักษณ์ของธนาคารเพื่อการเกษตรและสหกรณ์การเกษตรในมุมมองของลูกค้าในจังหวัดลำปาง

Abstract

The purpose of this independent study was to examine the image of the Bank of Agriculture and Agricultural Co-operatives in the view of Customers in Lampang Province. The samples were 490 customers receiving services at 14 branches located in Lampang Province. Questionnaires were used for data collection. The statistics used for data analysis were descriptive statistics—frequency, percentage and mean—as well as inferential statistics—t-Test, and ANOVA. The findings showed that the majority of the customers were female aged between 41 and 50 years old, married, holding lower secondary school working as Agriculturer, and earning lower 10,000 Baht. The results of the image of the Bank of Agriculture and Agricultural Co-operatives from the point of view of customers in Lampang Province according to the six elements of brand identity were as follows; Regarding the attribute, the brand image of the Bank of Agriculture and Agricultural Co-operatives as a whole is at the agreed level in average. The factor having the highest average score is that the Bank has many branches which cover all the desired transactions. Regarding the benefit, the brand image of the Bank of Agriculture and Agricultural Co-operatives as a whole is at the agreed level in average. The factor having the highest average score is that the Bank employees take a good care and give good advice to customers. Regarding the value, the brand image of the Bank of Agriculture and Agricultural Co-operatives as a whole is at the agreed level in average. The factor having the highest average score is that Bank has greatly contributed to supporting the Government's policy. Regarding the culture, the brand image of the Bank of Agriculture and Agricultural Co-operatives as a whole is at the agreed level in average. The factor having the highest average score is that the Bank is the organization's sense of responsibility towards the community and environment-- Offering the scholarships, Building the dam. Regarding the personality, the brand image of the Bank of Agriculture and Agricultural Co-operatives as a whole is at the agreed level in average. The factor having the highest average score is that the customer service of Bank employees is friendly, result in the customers are satisfied with the Bank's service. Regarding the user, the brand image of the Bank of Agriculture and Agricultural Co-operatives as a whole is at the agreed level in average. The factor having the highest average score is that the most of customers prefer the convenience because of the closely customer service of the Bank employees. The results of hypothesis testing revealed that: The customers of different gender and revenue levels have not a different perspective of the brand identity of the Bank of Agriculture and Agricultural Co-operatives in all 6 terms. The customers of different ages have a different perspective of the brand identity of the Bank of Agriculture and Agricultural Co-operatives in all 6 terms. The customers of different educational levels and occupational groups have a different perspective of the brand identity of the Bank of Agriculture and Agricultural Co-operatives in terms of attribute, benefit, culture, personality and user, but not of the value.