THE PERCEPTION OF SERVICE MARKETING MIX AND BRAND IMAGE AFFECTING CUSTOMERS’ DECISION IN SELECTING MYMO SERVICE PROVIDED BY GOVERNMENT SAVINGS BANK (GSB)

Abstract

The objectives of this independent study were 1) To study the service marketing mix perceived by customers affecting their decisions in selecting MyMo service provided by Government Savings Bank (GSB), 2) To study brand image affecting customers' decisions in selecting MyMo service provided by Government Savings Bank, and 3) To study GSB consumers’ behaviors of using MyMo service. Data were collected from the questionnaire. The sample of this study was 351 users of MyMo service provided by Government Savings Bank Head Office, Phahonyothin. The statistical methods used for analysis consisted of frequency, percentage, mean,   standard deviation, and multiple regression analysis. The results of this study indicated that customers’ perceptions in service marketing mix (product, price, place, promotion, and process), as well as, brand image (brand strength, brand preference and brand identity) influenced the decision in selecting MyMo service. The results are beneficial for GSB in planning the marketing plan by emphasis on those service marketing mix and create brand image.