พฤติกรรมและความพึงพอใจของบุคลากรและนักศึกษา มหาวิทยาลัยเชียงใหม่ต่อการใช้บริการทางการเงินจากธนาคารพาณิชย์ในมหาวิทยาลัยเชียงใหม่

Abstract

The study on “Behaviors and Satisfaction of Chiang Mai University’s Employees and Students in Using Financial Services of Commercial Banks in Chiang Mai University.” is considered as the survey research. It aims to 1) study behavior of Chiang Mai University employees and students in taking financial services from the commercial banks in the university, 2) investigate marketing mix influencing them to take the services, and 3) explore their satisfaction towards the financial services as received from the commercial banks in the university. In this study, the samples were identified to be 400 employees and students. Questionnaires were the tools used to collect data. The data obtained was analyzed by the use of descriptive statistics, consisting of frequency, percentage, and means. The findings presented that for the employee samples, most of them were married females in the age group of 38-47 years old, had graduated with a bachelor’s degree, and held the position of Faculty’s Officer. Their average monthly income was more than 15,000 Baht and average monthly expenditure was 10,001-15,000 Baht. For the student samples, most of them were females in the age group of 18-27 years old, and studying for a bachelor’s degree. Their average monthly income was 5,001-10,000 Baht, and their average monthly expenditure was lower than 5,000 Baht. Regarding the behavior of taking financial services from the commercial banks in Chiang Mai University, the majority of employee samples took services from the automatic teller machine (A.T.M) at the frequency of 3-4 times per week. They mostly took A.T.M services in the morning during 08.30 a.m.-12.00 p.m. on Monday, and often learned about news and information about the banks from bank officers. In general, the majority of student samples took deposit/withdraw/transfer services at the frequency of 1-2 times per week at noon, during 12-01-13.00 p.m. on Friday, and also learned about news and information about the banks from bank officers. The top three factors affecting the employee samples towards selecting the bank to get the financial services were process factor as the highest level of importance, followed by promotion factor as the second-highest level of importance, and place factor as the third-highest level of importance. For student samples, the top three factors affecting their selection of the bank to get the financial services were product factor as the highest level of importance, followed by place factor as the second-highest level of importance, and people factor as the third-highest level of importance. The top three satisfactions of employee samples towards financial services as received from the commercial bank were given to people factor at the highest level, image of the organization factor at the second-highest level, and price factor at the third-highest level. For student samples, the top three satisfactions towards the financial services of the commercial banks in Chiang Mai University were given to people factor at the highest level, place factor at the second-highest level, and price factor at the third-highest level.