ปัจจัยด้านส่วนประสมทางการตลาดและภาพลักษณ์องค์กรต่อการตัดสินใจซื้อซํ้าสลากออมทรัพย์ ในจังหวัดเชียงใหม่

Abstract

The purposes of this work are following by 1.) to study the effect of marketing mix toward repurchase decision of lottery saving in Chiang Mai province. 2.) to study the effect of brand image toward repurchase decision of lottery saving in Chiang Mai province. Survey data were collected from 420 customers who have repurchase lottery saving in Chiang Mai province that have confidential value equal to 0.956. Frequency, percentage, average, standard deviation, and Multiple Regression were used in this study. The results show that 1.) Product, Price, Place, Promotion, and Process dimensions had a positive impact on customer to repurchase lottery saving in Chiang Mai province with statistic significant at 0.05 and 32.7% of the repurchase decision can be predicted. 2.) Corporate image, Social responsibility, and Location had a positive impact on customer to repurchase lottery saving in Chiang Mai province with statistic significant at 0.05 and 29.6% of the repurchase decision can be predicted. In addition, banks should focus on personal development. and more physical evidence Including the moral and ethical aspects should pay attention to the protection of customer information and employee honesty.