Service marketing mix to increase savings deposits product balance of BAAC Life's Permrak 2 12/10:

A case study of Bank for Agriculture and Agricultural Cooperatives, Thasak Branch, Uttaradit province

Abstract

This research was study service marketing mix to increase savings deposits product balance of BAAC Life's Permrak 2 12/10: A case study of Bank for Agriculture and Agricultural Cooperatives, Thasak Branch, Uttaradit province. The aims of the research were study reasons of customers use service doesn’t achieve of goals and study service marketing mix of demographic factors for improving product with customer needs. The populations of this study were 3,262 customers of Bank for Agriculture and Agricultural Cooperatives, Thasak Branch, Uttaradit province. The Sample of quantitative research was 400 Loan customers who residential in Thasak district, Uttaradit Province by Taro Yamane formula.  The sample of qualitative research was 40 Loan customers by purposive sampling who residential in Thasak district, Uttaradit Province or data saturation. Data were collected with questionnaires and in-depth interviews form. The result of quantitative research study were service marketing mix factors (7Ps) had an influence on customer’s decision for choose a life support deposit service in overall was high level. The results of Independent-sample t-test and One-Way ANOVA analysis showed that status, educational level, number of family members, planted type and average household income per year were different effect to marketing mix factors for customer’s selection of life support deposit products of BAAC Life's Permrak 2 12/10 at statistically significant level of 0.05. The results of qualitative research showed that the service marketing promotion was not sufficient. There should be more publicity advertising and giving a variety of attractive products. Moreover, Bank should be reducing service process and improving environment for services.