Consumer Needs in using A-Mobile Application

A Case Study of Bank of Agriculture and Agricultural Cooperatives (BAAC), Phatthalung Branch

Abstract

The objective of this independent study was to investigate the factors which affect the need of clients in Bank of Agriculture and Agricultural Cooperatives, Phatthalung Branch toward A-Mobile application usage. The sample group was 371 male and female clients from Phatthalung province in their ages of 20 and over who used the financial services with BAAC. The formula which was used in the study was Taro Yamane and there was online questionnaire via QR Code for data collecting. The statistics which were used for data analysis are frequency, percentage, mean, standard deviation, One-way ANOVA correlation analysis, and Independent Sample t-test. Moreover, there were relating concepts, theories; theory of motivation, customer's behavior theory, 7Ps of marketing theory, and decision making theory and researches for data analyzing in this study. The study sequentially showed that the most wanted marketing mix factor from clients’ opinion toward the selection for using the A-Mobile Application were service process, service staff, and service distribution. In addition, the differences between gender, age, level of education, occupation, and monthly incomes also affected consumer need of marketing mix in financial transactions via A-Mobile Application from the clients of Bank of Agriculture and Agricultural Cooperatives (BAAC), Phatthalung Branch.