COMPARATIVE STUDY OF BEHAVIOR AND SATISFACTION WITH ONLINE MONEY TRANSFER SERVICE AND COUNTER OF GOVERNMENT SAVING BANK IN WIANG HAENG, CHIANG MAI

Abstract

The main purpose of the study was to investigate the Marketing mix factors affecting the behavioral satisfaction of the customers who used GSB online money transfer and bank counter transfer. The survey of 279 respondents was analyzed using In-t-test, one-way ANOVA and Chi-square analysis which includes descriptive statistics: frequency, percentage, mean, and standard deviation. The findings shows that majority of the clients are female, 26- 35 years old with a monthly income not greater than 10,000 baht. Clients who are farmers opted to have their transactions through bank counter services. Transfer service takes time every 10.01 – 12.00 am, 1- 2 days per week. GSB’s credibility has become the main reason why the customers use the bank’s money transfer services.We found the behavior of transferring cash online  such as transfer cash of  GSB via mobile phone. Transfer cash money during 18.01-20.00 hrs. daily. The purpose to use service mostly for transferring money and the reason why they use service due to reliable of GSB. The study shows satisfaction on the distribution network and high percentage on the process quality. Physical characteristics shows high rate in personal merchandise while marketing promotion aspect was moderate.Type of Monetary Transferring Service, Period of using service.How often of using service.Type of business.Purpose of using service.And the reason or use service. Study reveals significant difference on the service marketing mix that concerns the transfer behavior between customers who use online money transfer and those who use the bank’s counter. The result varies from gender, age, income and occupation.