A study of awareness and sales promotion needs of A-Rewards services of The Bank for Agriculture and Agricultural Cooperatives (BAAC) customers in Bangkok

Abstract

The objectives of this research were to study the awareness and sales promotion needs of A-Rewards service among The Bank for Agriculture and Agricultural Cooperatives (BAAC) customers in Bangkok by using an online questionnaire from a sample of 385 customers and analyzing the data by using descriptive statistics, mean and standard deviation.  According to the research, it was found that most customers who use the A-Mobile application or Line Official BAAC Family while using the A-Rewards service are able to get information on the services through a recommendation of a bank employee, and there is also a need to receive service information via the A-mobile application or Line Official BAAC Family.  In terms of sales promotions, most of customers want their rewards from accumulating points to be redeemed for a “cash cards.” As for the process of redeeming points, most of them want the conditions for redemption to be simple.  In addition, the results of the research also found that some customers who do not use A-Rewards service via A-Mobile or Line Official BAAC Family because they do not need to use and have other convenient channels.  However, the key factor that will make customers use services more in the future is the "special reward" for using the service and should add more types of services or have more incentives.