The opinions on the Service Marketing Mix Factors and Guideline to Increase Usage of BAAC Corporate Banking Service

A Case Study BAAC Office Karasin Province Branch

Abstract

The purposes of this study were 1) to study the opinions on the service marketing mix factors to use BAAC Corporate Banking, 2) to propose the guideline to increase usage of BAAC Corporate Banking service for BAAC Kalasin province branch. The sample consisted of 400 people. Key informants were branch managers and the finance heads (n=8) through questionnaires and interviewing. The statistics used for data analysis consisted of average, standard deviation. The results of the study showed that 1) the respondents’ opinions on study the service marketing mix factors to use BAAC Corporate Banking service was at a high level. With money transferring via internet banking or via mobile banking application, the maximum transfer amount per day was more than fifty thousand baht. In the future, there should be an increase number of customers who use the financial transaction services, 2) Guideline to increase usage of BAAC Corporate Banking service included; 1^st Guideline: proactive approach, a project targeting the customer group who live around the neighborhood in order to build a new customer base near the bank with advert billboards, special privileges, and mobile vehicles, 2^nd Guideline: Passive approach is a project to increase customer service potential for your important clients by empowering employees through training course in order to focus on making your staffs to be more attentive and focused on after-sales service.