Behaviors, Marketing Mix Factors, and Guidelines for Increasing Number of Subscribers of BAAC Connect Automatic Alarm System via Line Official: BAAC Family

Case Study of Bank for Agriculture and Agricultural Cooperatives, Khon Kaen Province

Abstract

This research was conducted to find the guidelines for increasing number of subscribers of BAAC Connect Automatic Alarm System: Case Study of Bank for Agriculture and Agricultural Cooperatives, Khon Kaen Province. The objectives of this research are: to studying on behaviors and marketing mix factors in order to find the problems on number of subscribing for products and services of BAAC Connect Automatic Alarm System that is the automatic alarm system in BAAC Family System. Currently, the bank does marketing via Line Official BAAC Family and Youtube. It was found that number of subscribing for automatic alarm system is low compared to number of subscribers of BAAC Family; and to find the guidelines for solving such occurred problems as well as proposing solutions. The methodology of this research is quantitative research conducted by collecting primary data from 398 samples by using questionnaires to survey customers who used services of Bank for Agriculture and Agricultural Cooperatives, Khon Kaen Province, who did not use BAAC Connect Automatic Alarm System via Line Official:BAAC Family. Statistics used for analysis were frequency, percentage, mean, and Standard Deviation. From the study, it was found that the problem on number of subscribing of automatic alarm system that failed to meet with the goal of the bank was partially caused by the fact that most customers had no recognition on BAAC Connect Automatic Alarm System. When asking marketing mix factors (7P’s) influencing on decision making to subscribe, it was found that factors with the highest level of influence were Process, Product, and People. In this research, those 3 influential dimensions were applied as the guidelines for solving problem. Alternatives for solving problem in order to increase number of subscribers of BAAC Connect Automatic Alarm System included strategies in organization level, business level, and fictional level. TOWS Matrix was applied to consider on external and internal factors. Therefore, this research proposed alternative of functional mixed strategies including Promotion Strategy, Brand Loyalty Strategy, and Place Strategy. For marketing activity, staffs were assigned to provide BAAC Connect subscribing services in the form of onsite service and publicize BAAC Connect subscribing via various media channels, for example, community radio stations, television stations, Facebook, and Line in order to solve this problem successfully.