การรับรู้ภาพลักษณ์ตราสินค้าของธนาคารเพื่อการเกษตรและสหกรณ์การเกษตรที่มีอิทธิพลต่อความตั้งใจใช้บริการเงินฝากของกลุ่มลูกค้าเงินฝากในอำเภอเมืองเชียงใหม่

Abstract

This independent research aimed to study perceived brand image of Bank for Agriculture and Agricultural Cooperatives (BAAC) affecting intention to use deposit service among deposit clients in Mueang Chiang Mai district, using both paper and online questionnaires to collect information from 400 Thai customers who lived in Mueang Chiang Mai district and knew BAAC but had no bank account. Quota sample selection was used to collect data. Descriptive statistic data such as frequency, percentage, average, standard deviation were analyzed as well as inferential statistic data such as multiple regression analysis and one-way analysis of variance.

The results showed that the majority of respondents were single female, had the highest education level in bachelor's degrees, and worked as employees in civil service or state enterprises with an average monthly income of less than 10,000 THB. According to the behavior data of using deposit services, respondents mostly had deposit accounts of 2 banks, especially saving accounts. Customers chose the bank that provided numerous branches and ATM service points. Financial transactions were carried out by most customers on the internet. An average usage frequency of online banking service was 1-3 times per month. Most respondents decided themselves to use deposit services and stay informed about the deposit services via social media platforms. BAAC was well known to all respondents as one of top three civil banks in Chiang Mai to apply for bank loans for agriculture. An opinion on BAAC brand image perception was in high level for every aspect. The intention to use deposit services was at a moderate level. From the study, perceived brand image that influenced intention of customers in Mueang Chiang Mai district to use deposit services consisted of personality, user, benefit and value factors. Among customers with different age ranges, levels of opinion on usage intention were varied. In addition, those with different incomes had different degrees of deposit service usage intention at 0.05 significance level.