A STUDY OF THE PROBLEMS AND SOLUTIONS FOR THE OPERATION OF THE BANK FOR AGRICULTURE AND AGRICULTURAL COOPERATIVES’ LIFE ALLOWANCE DEPOSITS WIANG PA PAO BRANCH CHIANG RAI

Abstract

This study aimed to investigate problems encountered and guidelines for solving a problem in life support deposit operations of the Bank for Agriculture and Agricultural Cooperatives (BAAC), Wiang Pa Pao branch, Chiangrai province. Questionnaire and interview were Used for data collection conducted with 15 administrators and personnel as well as 366 clienteles of the bank. Obtained data were analyzed by using descriptive statistics and marketing mix (7Ps) concept was used for analyzing clientele satisfaction with the life support deposit through standard deviation finding. This aimed to analyze arhich market mix had an effect on the selection to use the life support deposit service of the bank most. Besides, fishbone diagram was also used for data analysis. Results of the study revealed that the problem in the life support deposit operations of the bank caused by too little communication with clienteles and unclear product explanation. This made the clienteles gained inadequate information of the bank's product. Besides, incomplete delivery of documents by post made clienteles did not receive the notification letter and did not know due installment.  According to guidelines for solving the problems, it was found that marketing was a good guideline for the branch. This was because it could penetrate target groups and create reliability in the bank and its product. also used for data analysis, bank caused Also it helped increase perception about products and benefits which the clienteles would gain from the life support deposit. Consequently, the clienteles would realize values and benefits of the life support deposit.