THE COMPARISON OF ATTITUDES ON MARKETING MIX AND LOYALTY TOWARDS GOVERNMENT SAVINGS BANK AMONG GENERATION GROUPS (GEN B, GEN X, GEN Y, GEN Z)

Abstract

The objectives of this research were to (1) study attitudes towards Government Savings Bank marketing mix among generation groups (Gen B, Gen X, Gen Y, and Gen Z), (2) to study loyalty to Government Savings Bank among generation groups (Gen B, Gen X, Gen Y, and Gen Z), This study was a quantitative research. The questionnaire was used as the instrument. The sample of this study was 400 Government Savings Bank customers in Government Savings Bank sector 2. The results of this study indicated that overall attitude towards Government Savings Bank marketing mix among the respondents was at agreement level. In terms of marketing mix, people, process, physical evidence, promotion, and place, the respondents had positive attitude towards Government Savings Bank. Overall attitude towards loyalty to Government Savings Bank among the respondents was at agreement level. The respondents had positive attitude towards Government Savings Bank’s reliability.