THE MOTIVATIONS AND BEHAVIORS IN SERVICE OF GSB MOBILE-BANKING : A CASE STUDY OF GSB BANK PHETCHABOON

Abstract

The purposes of the research were to study the motivation level that affected the usage of GSB M-Banking, the customers’ behavior and the relationship between customers’ behavior and their motivation: those were customers of Government Saving Bank in Phetchabun. The population sample of this study was 400 male and female customers aged 20 and over who had deposit accounts with all 13 branches of GSB in Phetchabun province and used M-Banking for transactions. The questionnaire was used as a research tool. The research findings indicated that: 1)The highest levels of motivation were as follow: product incentive, the transaction procedure was easy-to-use and the transaction type of service met the needs, reasoning motive, using M-Banking saved time and money to travel to the bank, emotional impact on the service, financial transactions on M-Banking were reliable. 2)GSB customers transferred their money to other banks easily 24 hours service.3) The relationship of rational behavior on selecting financial transaction services on Mobile Banking with product incentives, reasoning motives and emotional motivation related in the same direction at a high level.