The study of Marketing Strategy for increasing the usage of international money transfer service through the WESTERN UNION among customers of the Bank for Agriculture and Agricultural Cooperatives in Bangkok.

กรณีศึกษาธนาคารเพื่อการเกษตรและสหกรณ์การเกษตร ในเขตกรุงเทพมหานคร

Abstract

This study aims to 1) study the decision behavior in using an international money transfer service 2) study the factors that affect the decision in service use and 3) determine the marketing strategies for increasing the number of international money transfer services of WESTERN UNION among customers of the Bank for Agriculture and Agricultural Cooperatives in Bangkok. The revenue from the international money transfer service through Western Union has not met the bank's target. The researcher collected data from interviews with 10 BAAC employees and 90 BAAC customers in the Bangkok area. Data were analyzed to determine the statistics, percentage, mean, standard deviation. Likert Scale had been conducted for data rating. The results from general information revealed that most samples were women for 52.22%, age between 41-50 years for 43.33%, marital status was single for 42.22%, education background was lower than bachelor's degree for 41.11%, occupations were private company employee /worker for 40% and income was more than 50,000 baht or more for 26.67 %. In the dimension of behavior for customer service use, most of them received service at counter service for 100%. The samples used express money transfer service for 68.89% with average service use was less than 1 time per month for 54.44%, the transfer amount per time was 50,000 baht or more for 32.22%. The objective of the money transfer service used was income returned to the family for 44.44 percent. The dimension of Marketing Mix Factors (7Ps) affects service use decisions. It was found that there were 5 factors: product, price, people, physical evidence, and process that had means at a high level. The researcher has devised a strategy for increasing the usage of international money transfer service through the WESTERN UNION by using marketing promotion strategies that these can attract more customers to use the service. And the bank will have income as the target.