The Guidelines for increasing new generation customer

Case study of Bank of Agriculture and Agricultural Cooperatives, Wiang Sa Branch, Nan province

Abstract

This research aims to find the guidelines for increasing new generation customers: case study of Bank for Agriculture and Agricultural Cooperatives, Wiang Sa Branch. Since major customers of the bank were farmers classified as retail customers and most of them were also older persons, it may affect to the growth of the bank in long term if there was no expansion of customer base to new customer groups. The objectives of this research are as follows: 1) to study the behaviors and factors on decision making of new generation groups affecting Bank for Agriculture and Agricultural Cooperatives; and 2) to establish marketing strategy in order to increase new generation customer groups. The results obtained from questionnaires responded by 320 samples and a focus group with 20 samples split into two groups revealed that the problem hindering them from becoming loan customers of new generation customer group was rules and regulations of the bank, followed by problem on public relations, and problem on corporate image. The problem on rules and regulations of the bank was unable to be solved or changed immediately therefore it was necessary to enhance efficiency of promotion and public relations, especially from October 2021 to March 2022 when the demand on loans was high but there was a lack of public relations and channels for providing information to customers. In addition, there was no public relations on loan products that met with demands to new generation customers therefore the guidelines for resolving problems on public relations and promotion activities were established, i.e., public relations via online media, direct marketing promotion by creating QR code for applying as customers, notification on news and information or promotion on products or promotion with premiums, in order to attract new groups of people to become customers of Bank for Agriculture and Agricultural Cooperatives, Wiang Sa Branch.