The strategies to increase the registration of customers in using A-Mobile Service by Bank for Agriculture and Agricultural Cooperatives, Phang Khon branch, Sakon Nakhon Province

Abstract

The study aims to investigate the causes of a small number of A-Mobile registration of customers of Bank for Agriculture and Agricultural Cooperatives (BAAC, Phang Khon branch), and to examine the strategies to increase the A-Mobile registration. The sample were 400 customers of Bank for Agriculture and Agricultural Cooperatives (BAAC, Phang Khon branch). A questionnaire was used to collect data, and the descriptive statistics e.g., frequency, percentage, mean, and standard deviation were used to explain data primarily. T-test analysis was used to compare the differences between two variables, and One-Way ANOVA was used to consider F-test. Also, theories and related studies were used to support data analysis.

The results revealed that most of the participants used mobile financial services more than 10 times a month. Especially, the participants used the services due to its quickness, convenience, and accuracy. According to the sex, there is no different view of using mobile financial services in terms of customer behavior. In terms of age, education level, and income, there are different views of using mobile financial services at a significance level of 0.05. The key factors influencing participants’ consumer behavior to use mobile financial services were a factor of process and a factor of people that lead to the strategies to promote the use of A-Mobile service.