The Guidelines to Solving the Problem of Cash Card Amount Did not as the Target of Government Savings Bank, Rajavat Zonal Office

Abstract

The objectives of this research were to study 1) cause of problem of cash card amount did not as the target, and 2) guidelines to solving the problem of cash card amount did not as the target of Government Savings Bank, Rajavat Zonal Office. The information were collected using interview and questionnaire from the samples of 220 people. Furthermore, 2 assistant managers of debt control and management center of Government Savings Bank, Saphanmai Branch were interview. The data were investigated using frequency distributions, percentage, mean, standard deviation, correlation analysis by Chi-Square Test. In addition, SWOT Analysis was used to examine the internal and external environments, and TOWS Matrix was used to strategic formulation.
The results of research found that 1) cause of problem of cash card amount did not as the target were the ways to registration was limited and the document for registration was complicated. The public relations for marketing promotions did not enough. The officers had no enough the knowledge and experience for services.
Moreover, 2) the guideline to solving problem, the 7Ps service marketing mix strategy was choose to solve the problem. The marketing was promoted via public relations booths at department stores, shopping centers, expo, and walking markets.