The guideline of increasing relief fund deposit customers

case studies of Bank for Agriculture and Agricultural Cooperatives Surat Thani Province

Abstract

The study on the guideline of increasing relief fund deposit customers with case studies of Bank for Agriculture and Agricultural Cooperatives, Surat Thani Province branches aimed to study the behaviors and factors affecting the deposit decision of relief fund deposit customers and to adjust strategies in order to increase bank’s relief fund deposit customers. The data were collected through a questionnaire with 384 relief fund deposit customers and in-depth interviews with the top 5 ranked of Relief Fund Deposit bank officials from Surat Thani branches. Quantitative data was analyzed using Descriptive Analysis whereas Coding and Comparison Analysis were used to analyze Qualitative data. It was found that most clients were agriculturist in the 20 - 60 age range. They were mostly primary and secondary school graduates and their relief fund deposits were less than their credit lines. The study revealed that the most important data source concerning the relief fund deposit was the bank officials. Marketing mix factors heavily influenced the customer’s decision making on relief fund deposit. It was recommended that the bank should employ combination strategies to solve the problems in order to meet client requirements completely as well as to ensure the expanding relief fund deposit customers effectively and to gain the maximum benefit.