ส่วนประสมการตลาดอิเล็กทรอนิกส์ที่มีผลต่อผู้ใช้บริการธนาคารในจังหวัดเชียงใหม่ในการใช้บริการธุรกรรมทางการเงินผ่านช่องทางอินเตอร์เน็ต

Abstract

This independent study aimed to examine electronics marketing mix affecting bank users in Chiang Mai province towards transactions performed through the Internet Banking. Samples of this study were specified to the total of 300 consumers who were the early working age population aged 20-30 years old, the middle working age population aged 31-40 years old, and the late working age population aged 41-60 years old: each of which consisted of 100; and who used to perform transactions through the Internet Banking. Statistics being applied in this study included percentage and means as well as the F-test to compare the difference of mean values at 95% of confidence level. Hereafter were presented the studied results. The findings revealed that most respondents were male with an income of 15,001-30,000 Baht. They graduated in Bachelor's degree and worked as employee of a private company. They learned about the transactions performed through the Internet Banking from social media or websites. Transactions that they mostly performed were categorized in the saving service type (money transfer; balance check; and cheque). In a month, they performed banking transactions at the frequency of 3 times or less and the transactions that all of them performed included balance check and intra- and inter-bank transfers. Maximum amount for their transaction under the Internet Banking was 3,001-6,000 Baht. Followings were shown the top element of each electronics marketing mix factor that affected bank users in Chiang Mai province towards transactions performed through the Internet Banking. In product factor, it was SMS/Email notification being sent to a customer after a transaction was performed. In price factor, it was lower fees of a transaction performed through the Internet Banking when comparing to the fees of a transaction performed through other channels. In place factor, it was the accessibility to services at everywhere with Internet access. In promotion factor, it was the ability to send inquiries through Internet Banking channel at any time. In privacy protection factor, it was the use of high technology for Internet Banking continuously. In individual service factor, it was the availability of on-site staff who clearly provided service guidance in detailed at a bank's branch. According to the F-test, results of the analysis on statistical differences among the different groups of respondent at 95% of confidence level revealed that privacy protection and individual service factors indifferently affected the decision-making of all three groups of working age banking users towards performing transactions through the Internet banking at the statistical significance. In the meanwhile, the four factors i.e. product, price, place, and promotion differently affected the decision-making of all three groups of working age banking users towards performing transactions through the Internet banking at the statistical significance.